Based On Value Chain Integration ICBC Customer Relationship Management

As one important indicator to measure the level of bank management, CRM is the core tocultivating competitiveness of the Industrial and Commercial Bank. Currently, the Industrialand Commercial Bank is facing unprecedented challenges: the integration of world economyand the influx of foreign banks make it face a complex business environment and increasinglyfierce competition in the industry; the contemporary customer demand is becomingmore and more personalized and low stability. In order to help banks respond to newchallenges and enhance its customer relationship management capabilities, integrating theinternal value chain and customer value chain of ICBC is necessary, so build a CommercialBank of CRM integrated value chain that achieve the goal of controlling business risks andbuild competitive advantage.Analysis based on CRM and value chain literature systematically analyze build andCommercial Bank of CRM integrated value chain model, the internal value chain of theIndustrial and Commercial Bank and the customer value chain integration. Industrial andCommercial Bank of CRM integration value chain model from the customer needs, customerexperience, to ensure that each job in the Industrial and Commercial Bank customer-centric.A combination of theoretical and empirical research in the Industrial and Commercial Bank ofintegration under the guidance of the value chain model, built CRM integrated value chainevaluation index system, a combination of quantitative and qualitative empirical analysis, andrecommended improvements to the Industrial and Commercial Bank of CRM capabilitycorresponding countermeasures and suggestions.To enhance CRM capabilities of industrial and Commercial Bank, the key is to graspcustomer needs. By building integrated value chain model, Industrial and Commercial Bankof Analytic Hierarchy Process to build the Industrial and Commercial Bank of CRMevaluation index system, the following conclusions: firstly, the Industrial and CommercialBank of CRM integration connotation and essential characteristics of the value chain.Industrial and Commercial Bank of CRM integration value chain is the customer experienceand enterprise value activities closely, to ensure that each bank products and services to meetcustomers’ current and potential demand, the bank through the perception of the model affectthe service object for financial products and transaction process, and lead to the customer todecide in favor of the value of the bank decision-making, the model with interactive,value-added and innovative features. Secondly, the Industrial and Commercial Bank of CRMintegration value chain analysis framework. The integration of the value chain, includinginternal value chain and customer value chain, as the center of customer value in constantly adjust the internal value activities, to achieve bank operational goals while achievingcustomer satisfaction. Thirdly, the evaluate of the integrated value chain of the industrial andCommercial Bank of CRM. For the Industrial and Commercial Bank of CRM status quomade the following recommendations: Stick to promote cultural development andtransformate of the service concept; persist in advancing the work of the bank management,systems and business innovation.Developing the modern CRM talent; persist in advancingCRM value chain integration.