Research Of Customer Relationship Managemant For The Bank Of China Hengyang Long Lake Branch In Network Transformation

Commercial bank CRM is that the commercial Banks use theinformation technology to redesign the business functions and products,to restructure and reengineer the business process, so that it can obtainbetter customer communication skills and improve customer satisfactionand loyalty. Network transformation refers to the change of networkbusiness function from accounting dealing to marketing service. Itspurpose is to take the customer demand as the center, be the invincibleposition In the fierce competition, and eventually realize themaximization of customer value and the Banks’ earnings. So it has theimportant application prospect to research the CRM for commercial banknetwork transformation, it also can improve the core competitiveness forthe Bank of China and achieve sustainable development.First, Starting from how to improve the commercial bank corecompetitiveness and from the theory of customer relationshipmanagement, we discuss the commercial bank’s intensive managementmodel of building customer-centric, the maximization of customer valueand enterprise profit. Then we analyze the customer relationshipmanagement’s formation mechanism of value chain and appreciationpath.Second, we emphatically discuss the operating model of CRM forcommercial bank network transformation, optimization the bank’snetwork organization structure and the responsibility of service operationcustomer relationship management, standardize the business operationform. Then we put forward to the implement method of CRM forcommercial bank network transformation, this provide an importanttheoretical basis for customer relationship marketing strategy. Third, we analyze the operation states and development strategy ofthe Bank of China and Hengyang Long Lake Branch, point out itsnecessary to transformation. We also analyze the bank’s managementstatus and the existing main problems, such as old management concept,the defect of network management system, unreasonable network layout,backward business system, the weakness of network operation efficiencyand service ability and so on.Finally, according to the status and existing problem of HengyangLong Lake Branch network transformation CRM, we put forward to somecountermeasure and implementation plan. Our main work is to build themulti-agent system customer relationship flat management and dynamictarget assessment system, optimize network layout, improve networkenvironment and network operation efficiency, perfect networktransformation implementation strategy of CRM. In order to expand andimprove customer relationship management, enhance the corecompetitiveness of Hengyang Long Lake Branch.In a word, with the research of network transformation customerrelationship marketing strategies, we know it has important practicalsignificance to realize the Long Lake branch customer relationshipmanagement objectives, promote Long Lake branch businessdevelopment and network expansion, improve market share andeconomic returns.