Reasearch On Customer Relationship Management Of CRS Bank

With the networking, globalization and marketization, competition on commercial banking field actually focuses on the high-quality customers. For this reason, the key for commercial banks to succeed in such a competition is to consolidate and optimize the current customers, discover and develop the potential ones and especially keep the high-quality ones. Under such circumstances, strengthening customer relationship management and consolidating the base of customers have become an inevitable choice. However, the lack of customer relationship management is restricting the development of CRS, a regional bank. To be exact, it is nowadays facing some fierce challenges, among which the biggest ones are how to optimize and improve the system of customer relationship management, enlarge the number of high-quality customers, upgrade the quality of current customers and so on.This thesis has made an objective and in-depth analysis of CRS’current problems on customer management according to domestic and international theories. It is based on such an analysis and by adopting IDIC mode, key account marketing theories, customer life cycle and value and knowledge management as well that CRS has reconstructed its system for managing customer relationship. This system is mainly featured by unerring identification of customers, fine management of customers, incisive tapping of customer value and effective control of risk. It is hoped that the results of the research can provide practical references for other regional banks like CRS on how to establish customer relationship management system and upgrade their relevant competence.