Pearl River Bank Branch In Dongguan Customer Relationship Management Optimization

With the rapid development of China’s economy, financial system, especially the banking system, plays a more and more important role in the economic market. The competition within the banking industry, in the final analysis, focuses on the striving for customer resources. Customer relationship management is one of the best tools for commercial banks to achieve these targets.This article attempts to take the customer relationship management of Pearl River Bank Dongguan Branch (as PRBDG) as the research object. It mainly focuses on the reconstruction, improvement and optimization of PRBDG’s customer relationship management system. This research on PRBDG, combined with the background and the characteristics of the banking industry, figures out the existing problems from PRBDG’s customer relationship management by questionnaire in-depth analysis. It discloses the fuzzy strategies of PRBDG’s customer relationship management, insufficiencies of customer information management system, the indeterminacy of the rights and responsibilities of management members, the over complicacy of business processes and channel services, and the declining performance of information system. This research establishes new principles and ideas to improve PEBDG’s customer relationship management. The final part of the study puts forward three guarantee measures for the implements of PRBDG’s customer relationship management optimization, including the change of its staff’s perception, the optimization of its management structure, and the optimization of its human resources system.