I Bank LJ Branch Personal Customer Business CRM Research

Due to the open financial system, the information technology rapid development, competition intensifying, the diversity and homogeneity of banking products and services, the individual customers business important strategic position is determined, the stand or fall of its development has become an important factor to judge a bank. LJ branch of Industrial and Commercial Bank of China (hereinafter referred to as the "LJ branch of ICBC") earlier was established as a State-owned commercial bank, its personal customer relationship management (CRM) representative in the similar small and medium-sized Banks. With the further large-scale development of domestic big Banks and an influx of foreign Banks, due to lacking of a clear positioning and characteristic service, LJ branch of ICBC is faced with unprecedented competitive pressure.Research of this paper is designed to help LJ branch of ICBC mine characteristic, grasp the development opportunities, establish and implement customer clearance management mode suited to the characteristics of the its own development, to build their business core competitiveness, through individual customer business development difficulties.Nowadays, domestic big Banks and foreign banks have establishing the ’customer-oriented’ service concept, and fully implemented the customer relationship management in retail business. While lacking of the advanced service concept and obstacle factors such as capital and technology, LJ branch of ICBC started its customer relationship management later, which leads to its individual customer relationship management (CRM) problems, such as sluggish business development, unreasonable asset structure, and low customer loyalty.In this article, the author based on LJ branch of ICBC, from the perspective of individual customer relationship management, by using methods of classical economics model and data analysis, analyzed the reasons of the customer relationship management (CRM) problem in cost and demand aspects. In addition, by using domestic and foreign customer relationship management (CRM) examples, in-depth analyze LJ branch of ICBC’s business environment and opportunities for development, helping LJ branch of ICBC to find a set of effective improvement measures. These measures have certain reference significance for those regional banks which also weak in capital and technology.