Research On Customer Relationship Management Of Bank Of China Yangzhou Branch

With the continuous development of Chinese economy, the global economic and financial integration as well as electronic banking channels, customers place greater demands on financial products and service, which prompts commercial banks to continuously improve service systems to meet the increasingly complex, personalized, and diversified market demands. To meet the challenges and opportunities, commercial banks have established customer relationship management system one after another with the aim of improving customer satisfaction, loyalty and contribution rates. In recent years, state-owned commercial banks, the vanguard of economic and financial reforms, have pressure of competition from small and medium joint-stock commercial banks, foreign banks, non-bank financial institutions, potential network electronic business, and private banks. If failed in effectively carrying out customer relationship management, commercial banks will suffer slowness of customer promotion, loss of existing customers, and sluggish growths in customer quality and quantity, which will reduce the market share, weaken the core competitiveness and exert negative impact on the sustainable development of commercial banks.Making Bank Of China Yangzhou Branch a case, this paper explores its existing customer relationship management system, analyzes the advantages and disadvantages in order to find ways to optimize it, and provides references for customer relationship management of state-owned joint-stock commercial banks. Firstly, this paper makes overview and analysis on domestic and international theoretical studies of customer relationship management. Secondly, on the basis of research of BOC Yangzhou Branch, this paper analyzes its internal environment and development strategies. Thirdly, this paper makes a comprehensive analysis of content, present situation, main problems of the existing customer relationship management of BOC Yangzhou Branch. Finally, suggestions are given on the improvement of customer relationship management in BOC Yangzhou Branch, namely to strengthen the "customer-centre" business philosophy, offer differentiated services, build a more complete marketing system, restructure business processes, improve the implementing effect evaluation system, improve data analysis function of CRM system, strengthen the management and control of working process, strengthen the professional team and personal development, accelerate product and service innovation and so on.Through normative analysis and empirical research, and based on the summarization of a large number of domestic and foreign professional discourses and documentation, this paper finds out the main ways to solve the problems in customer relationship management of BOC Yangzhou Branch. This paper is further theoretical exploration of the implementation of customer relationship management of BOC Yangzhou Branch and a beneficial attempt of promoting the healthy and sustainable development of BOC Yangzhou Branch on the basis of the improvement of the status of customer relationship management. Meanwhile, this paper provides references for the other municipal branches of Bank Of China in optimizing customer relationship management.