Research On Customer Relationship Management Of Dalian Minsheng Bank

With the challenge of economic globalization, growth of computer network technology as well as the fierce competition in financial markets, more and more financial products have been derived in commercial banks. However, the differences between financial products become much smaller than before as people enjoys sharing information nowadays. Therefore, under such circumstances, the transformation of the management concepts of banks becomes especially important. Commercial banks are now transforming their management concepts from market-oriented to customer-oriented, so increasing satisfaction and loyalty of clients and consumers has become the core competency of banks, namely, how to sustain old customers and develop new ones at the same time has been a crucial issue to be resolved these days, thus emerging the concept of Standard Operation Procedure (SOP). Standard Operation Procedure (SOP) is a customer-centric business strategy, through the computer network as a basis, with information technology as a means to sort out and plan for working manners in order to enhance the capacity of banks to communicate with customers.This paper makes a detailed analysis of the current situation of Customer Relationship Management in Dalian Minsheng Bank by using relationship management theory. Faced with such problems as complicated organizational structure, slow updating of business performance and difficulty in identifying potential customers, Dalian Minsheng Bank sets new SOP target and proposes new programs based on adjusting the existing SOP system, including the integration of information systems, collection, creation, updating, customer development, maintenance and upgrading of data warehouses, and finally establishes a complete set of evaluation index system. Through research, the paper aims to provide a guidance for the SOP practice of Dalian Minsheng Bank and offer other companies some beneficial reference.