Research On Customer Relationship Management In Bank Of Communications Changchun Satellite Branch

For a decade, finance has been increasingly becoming the center of moderneconomy since China’s entry of WTO. Especially, the time of the creaming-into ofnumerous banks from abroad, the size of the overall sector has been enlarged and thecompetitions enormously intensive. As the capital of Jilin Province, Changchun isaiming for the good beginning of the “the Twelfth-Five-Year-Program”, andpromoting the moderate development of economy and society, playing roles inbusiness invitation and investment attraction, and boosting the overall the revival of“the Old Industry Base”. In2010, financial reform of our province has been aninitiative breakthrough, Five enterprises have successfully listed, and there are9PEsin registration, meanwhile, dozens of banks like CIB, HXB, and SJB have beenintroduced, and10village banks and60small loan companies have been established.Moreover, the applications from E-IBC，GDB, KLB and MUFG have been permittedfrom CBRC. Apparently, with the large number of banks ‘entry, banking sector inChangchun has become in bloom, intensively competition and, undoubtedly, havinga lower growth rate of economies of scale. Additionally, with the development ofscience and technology and perfection of banking system, Homogenization infinancial products between banks is increasingly critical. Competitions among bankshave changed from product-oriented to client-centered, which has a symbol ofdifferentiated marketing and service, and that is called the transition fromhomogenization to characteristic.However, to fulfill this pattern of transition, CRM systems in banks have playing great role. As a brand-new management pattern, CRM is not only a reflectionof advanced development strategy and operation idea, but new business pattern andmanagement activity as well. In the situation of competitions and challenges in clientsfrom foreign capital and other cities banks, it is imminent to keep market share andadvantage. As to format a matured set of pattern of service management, there areissues to review, which is how to further optimize allocation of resources, and deeplyanalyze the management factors and methods such as value, composite, demand andpreference from clients.This paper，firstly，by analyzing the profile and circumstances of Bank ofCommunications Changchun Satellite Branch, focuses on the competition strategiesand pressures, challenges and problems in CRM. Secondly, in terms of OCRM，itmakes a research on how to subdivide customers, set management objectives, andrestructure system framework, deploy employees to design business process andcalculate customer’s ultimate value, satisfaction and loyalty in according to theconditions of Bank of Communications Changchun Satellite Branch. Finally, thepaper presents an specific and optimized plan on CRM，and give analysis on expectedeffect by cases, in order to promote development of Bank of CommunicationsChangchun Satellite Branch. The whole paper combines theoretical analysis withempirical activities, and by experience served in banks from writer, contributes toperfect CRM of Bank of Communications Changchun Satellite Branch to some extent.Moreover, it may help to elevate the whole competitive edge and earning yield, andultimately assure sustainable development of Bank of Communications ChangchunSatellite Branch.