The Optimize Reserch Of Large Customer Service System Based On Customer Relationship Management

As the first-class branch of Agricultural Bank of China, ABC of Jilin plays adecisive role in financial institutions in Jilin Province.After China implemented thepolicy about the revitalization of old industrial bases for Northeast，the economic ofJilin Province develop rapidly and it provids a good external environment for ABC ofJilin. But at the same time，there are more and more competition in banking of Jilinprovince.In this case，domestic commercial banks focus on the customer rather thanproducts. It is important to find, analysis and maintenance the key customer. CRMprovides technical support for this change.As a business management concept，CRM comply with the principles ofcustomer-centric and it relies on modern advanced information technologies. CRMcalls for restructuring and designing business processes to achieve customersatisfaction，loyalty and value，so as to improve the efficiency of business operationsand profit. This paper analysis the actual situation of CRM in ABC of Jilin, anddiscuss the problem and influence factors. Then, it suggest the specific suggestions toimprove the banking competitiveness of Jilin province.Chapter1discuss the research background and significance of CRM, then itexpounds the important significance about developing the key customer. It introducesthe research contents and research framework.Chapter2is the summary of the theory. This chapter introduce the CRM theoryabout relationship marketing theory, customer value theory, customer lifetime valuetheory, business process reengineering, and customer loyal theory. It discuss the concept of CRM and the importance of CRM in commercial banks. At last, it reviewthe theory of the key customer.Chapter3study the current situation of the key customer service system in ABCof Jilin. There are several problems in the key customer service system, such as thelow quality about customer management, customer manager team, customerfoundation, and marketing ability. The factor which influence the CRM is serviceconcept, marketing strategy, business process, management system and the quality ofthe staff.Chapter4suggested some countermeasures which could improve the keycustomer service system in ABC of Jilin. First, the bank should establish serviceconcept that the customer is centeric. It could clear and definite market strategy, andimprove the service quality and service level. It is good to increase customer’ssatisfaction. Second, the bank should partition the existing customers. It is importantto carry out the key customer marketing, and the marketing about agriculture，ruralareas and peasantry. Third, the bank should improve the marketing servicesystem by establishing the leadership responsibility system, hierarchical marketingsystem, and marketing security system. Forth, the bank should optimize themarketing process. It is important to estabilsh flat organization, optimize the creditbusiness process and research process. At last, the bank should improve and perfectcustomer manager system.