Research On Customer Relationship Management In Bank Of China XX Branch

With the global economy, the banking industry increasingly fierce market competition, customers have become the most important resource, commercial banks began to change their ideas, from the "core product" to "customer-centric" change. At the same time, accelerate the advent of financial disintermediation, promote the use of Internet technology, customers increasingly diverse needs of financial assets to increase the difficulty of maintaining bank customers, retain customers. Customer relationship management has become an inevitable choice for commercial banks.Corporate customers as an important source of bank profit growth, has become the focus of attention of the bank. Is to establish a win-win relationship between the stage, banks and companies, while banks continue to improve their service quality, improve the management system, the company provides advanced financial products and a complete range of financial services:on the other hand, the company’s development in economy tide, and constantly enhance their strength, increase trading volume and banking business, creating value for bank profits.In this paper, the status of customer relationship management at home and abroad through research and analysis, combining development status of commercial banks, to study the meaning of customer relationship management, customer satisfaction, customer loyalty, customer relationship value theory as the theoretical basis of the results, combined with a branch of Bank of China currently the basic situation and business development company customers were analyzed, the branch in the customer relationship management problems and suggestions for improvement and strategies.