Study On Optimization Of Personal Banking CRM System Of Shanghai Pudong Development Bank Shenyang Branch

In the environment of complex financial competition in the market, in order to improvetheir profitability, domestic commercial bank has experienced the development process ofthe product as the center, take the market as the center, and gradually turn to the "take thecustomer as the center" is the magic weapon for winning business, the late90’s, CRM(Customer Relationship Management) theory is introduced the domestic, obtained thewidespread application in each big enterprise, the customer relationship management theoryhas make a spurt progress of development. Bank as capital intensive and customer intensiveenterprise, have the objective conditions to the implementation of customer relationshipmanagement, at the same time, the effective implementation of good customer relationshipmanagement for the development of the future of China’s banking industry plays a vital role.On the basis of customer relationship management core idea, establish the basis and themain contents of the theory, analyze the retail CRM system application status of theShanghai Pudong Development Bank Shenyang branch, and for the existing problems, putsforward the optimization suggestion of customer management, marketing, report module ofthe CRM system, a detailed comparison of the proposed optimization scheme. The systemapplication to simulate the effect of optimized prospect.This paper is based on the retail CRM system of the Shanghai Pudong DevelopmentBank Shenyang branch, aiming at improving the Shanghai Pudong Development BankShenyang branch customer service levels, improving customer satisfaction and loyalty,improving the banking industry to individual customer service management level, andultimately improving the core competitive ability of the banking industry.