Research On Customer Relationship Management Of Rural Credit Cooperatives

Now in many industries, homogeneous products and services tend to be more and more serious, the enterprise is hard to get the unique competitive advantage, the customer will be the critical resources in the enterprise competition. Enterprises urgently need a kind of idea and technology to help customer relationship management and development, customer relationship management arises at the historic moment. The essence of customer relationship management of commercial bank is to build a customer-oriented management concept and management mode, customer relationship management of commercial bank’s goal is to maximize interests.Customer relationship management (CRM) is an analysis by collecting customer information, to fully understand customer demand, on the basis of this to the enterprise’s products or services continue to improve the management system. Businesses use modern information technology, build a collect, sort out the customer’s information, constantly strengthen the understanding of the customer, so as to continuously improve the product or service, to meet customer demand. Customer relationship management (CRM) market-oriented, customer demand as the center, attention to customers, changed take the market as the center of the marketing concept.Qingdao Rural Commercial bank in the process of implementing customer relationship management (CRM), there are such as inadequate understanding of customer relationship management (CRM), does not pay attention to customer segments, not with differentiated services, scattered customer information management, customer information is a lack of deep mining, unreasonable evaluation of incentive mechanism is imperfect and institutions.Through the SWOT analysis of Qingdao Rural Commercial Banks, has been clear about the understanding clients, differentiation analysis was carried out on the customer and to understand the demand of customer is Qingdao Rural Commercial bank optimize the premise condition of customer relationship management, and puts forward the Qingdao Rural Commercial bank optimization principle of customer relationship management (CRM).Qingdao Rural Commercial bank can through the following measures to implement customer relationship management (CRM); To strengthen the awareness of customer relationship management, customer segments, and improve the difference of the customer service level, set up the customer information management system, perfecting examination incentive mechanism, and prepare for technical related.