Research On Customer Relationship Management Of Retail Business Of Changsha Branch Of China Merchants Bank

As the most important strategic resources and operating assets, customer satisfactionand loyalty level has important significance on the survival and development ofenterprises. Because customers’ savings and loan are the basic business of the bank, itis very important to build an effective customer relationship management system andestablish a consistent customer competitive advantage to maintain stable developmentof merchant bank. Faced with an increasingly competitive financial market, domesticand foreign commercial banks have introduced a distinctive customer relationshipmanagement system. With changes in customer demand and the development ofinformation technology, China Merchants Bank Changsha branch’s early customerrelationship management system has been very backward and need to optimize andimprovement immediately.Changsha Branch of China Merchants Bank provides customers with a variety ofretail banking products and services, and it builded the foundation of customerrelationship management, get a large number of high-quality customers, accumulatedexperience in customer relationship management by the existing retail customerrelationship management system. However, the system also demonstrated thetargeting vague, antiquated concept, low efficiency, the effectiveness is not high, lackof system functions and other shortcomings. Followed the China Merchants Bank’scontain intensive mode of operation, this thesis cleared improvement goals of retailproduct customer relationship management system, and designed improvementprograms from three aspects, information management, customer management andanalysis of customer information. The improvements of information managementstarts form strengthening the construction of customer database, and then take amultidimensional classification method to improve customer classification. Customermanagement improvements based on the real-time monitoring data of customersatisfaction and loyalty, timely adjustment of customer services and strengthencustomer churn management. Customer information analysis improvements based oncustomer behavior analysis, develop a systematic process of analysis of customerinformation, and fully tap the customer value.Changsha Branch of China Merchants Bank the must made the implementationplan, set up improvement team and develop the schedule to make the implementationworks clearly. In the end, the operable protective measure of the improvement pro- grams contains expand the customer base, change the concept of customer relation-ship management, improve the business organization and internal management,strengthenes staff training and assessment, optimization of customer relationshipmanagement information systems and improve the creativity of retail products.Through the analysis of the existing coustomer relation management system, thisthesis proposed a series of improvement strategies to improve retail products customerrelationships and comprehensive competitiveness of Changsha Branch of ChinaMerchants Bank. At the meantime, it will also provide a series of ideas andrecommendations for Chinese other commercial banks to optimize the customerrelationship management system.