Analysis And Improvement Strategy Research On Customer Relationship Management For Bank Of Communications Shenyang Branch

Along with the Chinese banking industry continues to develop, the management idea of commercial banks in China has gradually shifted to’Customer-centric’. Commercial banks began to pay attention to the usage of Customer Relationship Management (CRM) theories, methods and tools to manage customer and service customer, in order to improve customer satisfaction and loyalty, customers and banks to achieve a win-win situation, and to maximize the ratio of Income&Cost. This is also the domestic commercial banks to obtain competitive advantage important aspects by facing internal, external pressure of competition.As one of Bank of Communications’ outlets, in recent years, Shenyang branch insist to reform innovation, strive to improve financial services, focus on adjustment of asset structure and strengthen the risk management, people-oriented and has achieved a rapid development. Generally, Shenyang branch has obtained delectable result in the process to first-class commercial bank. However, under increasing fierce competition in the market, it is the top priority task for Bank of communications Shenyang branch to improve the CRM system for the achievement of sustainable development.Now, Shenyang Branch has already implemented CRM based measures, such as the establishment of Relationship Manager Service system and performance appraisal system, the application of OCRM (CRM system), and the service channels’opening of phone banking and Internet Banking. In this paper, it began from the analysis of the Shenyang branch CRM present situation, and put forward the existing problems in CRM activities; then, it identify the CRM improvement objectives with’Customer-centric’concept, from five aspects including the implementation of CRM of strategic planning, the improvement of customer appraisal system and different customer services, process reengineering, the reinforcement of CRM system and the improvement of Human Resource’s management. At last, his paper put forward Shenyang branch’s CRM improvement strategy and advices for continuous improvement. In the background of the Bank of Communications proposed’Second Reform’, it would be appropriate that Shenyang Branch actively implement the improved CRM strategies as this paper, and it would play the role of propellant for the development of Shenyang Branch.