Strategy On Customer Relationship Management Hengfeng Bank Shaoxing Branch

The development and application of CRM happened in Commercial banks in foreign countries at a relatively early age. As typical service enterprises, our country banking industry is in an urgent need of customer relationship maintenance. The increasingly intense competition has made the customer relationship management highly recognized by commercial banks. Chinese banking market is no longer in smooth water and domestic commercial banks have already formed very fierce competition. Compared with foreign banks, rich customer resources in China’s commercial banks is a key advantage, and "the customer as the center" is the core. This paper will take the Evergrowing Bank Shaoxing branch as the object, forming a research on its customer relationship status, establishing long-term stable, scientific and reasonable customer relationship, maximizing the interests of customer resources, with quality services based service support and attract activities, in the interests of banks and clients to achieve "win-win".This paper is divided into six sections. The first chapter is the introduction, specifying problems, clarifying the research ideas and content arrangement. The second chapter is an overview of the theory, introducing the customer relations theory, relationship marketing theory, customer life cycle theory, the bank customer relationship management, value chain theory, creating a solid theoretical foundation for the following play. The third chapter is the research on customer classification and management problems of Shaoxing branch, firstly discussing customer classification index system, carrying on the classification of the customers using the factor analysis method based on the classification results, finally pointing out the existing problems in customer relationship management. The fourth chapter is the customer relationship management strategy of Shaoxing branch for four types of customers. The fifth chapter is the customer relationship management strategy implementation of safeguard measure of Shaoxing branch from organization, resources and technology ensuring the implementation to go smoothly. The sixth chapter is the conclusion and prospect. This chapter bases on the study conclusions, putting forward the academic significance and practical value, and through the study of these article sorts of limitations pointing out the direction of the follow-up research.Object:(1) How evergrowing bank Shaoxing branch classifies the customers? What is the results?(2) What problems have happened on each kind of customer on the aspect of customer relationship management in Shaoxing branch? What measures should be taken to solve these problems?(3) In order to support customer relationship management improvement, what Shaoxing branch need to get to support from the branch level?Methods: literature research method, case study method; mathematical statisticsConclusion:(1) Through the factor analysis, 14 indexes are resolved to 2 factors, providing a reference method for classification of enterprise customers for other banks.(2) Shaoxing branch AAA class customers ‘problem is about business philosophy; AA class customers’ problem is about customer managers, A class customers ‘problem is about business management problems; A- Class customers ’problem is about customer evaluation problem.(3): For AAA level customers, it can strengthen the innovation of financial products, establish individualized service process. For AA level customers, it can strengthen customer manager team, develop customer regularly visit plan, configure special wealth advisers, smooth promotion channel customers. For the A level customers to class a client, it can highlight line of credit advantage, improve customer delivered value, and implement customer interaction management. For the A- level customers, it can build data tracking platform, evaluation, establish customer exiting mechanism upgrade options.