Research On Backstage Operation Management Of BOC Gansu Branch Based On CRM

Customer-centric is the first principle of operation. With the rapid development of internet finance, the tendency of financial disinter-mediation will deepen impacted by market. In face of severe competition, commercial banks must comply with the change of internal and external environment to innovate in backstage operation.Then it would adapt to increasingly diversified customer demand,in turn, realize win-win situation of customer and bank interest and the coordinated development of both sides then to create a new profit growth. Customer relationship management theory as a new type of management system can help to improve the relationship between banks and customers. It will greatly improve operation efficiency, reduce operation costs,control operational risk and develop profit contribution value through employing CRM with banking backstage process.This paper analyzes present situation of backstage operation of BOC Gansu branch and existing problems. It points out that as a new type of management system, CRM is the important tool for the bank to identify, retain customers and to maximize customer value. The application of CRM in the backstage operation of commercial banks will further show rich value of operation. And this paper proposes operation management measures based on CRM for BOC Gansu branch. BOC Gansu branch should change the traditional ideas and re-examine the status of operation. It should be attached great importance to take operation as a big concept of the whole bank. During the process, it should be customer-centric by improving the quality of human resources of operation, strengthening science and technology support. The lean management mechanism can help mining diversified operation function in order to make the operating system to better adapt to the needs of customers and market.