The Analysis Of The Current Situation Of The Public Customer Relationship Management In The Basic Level Bank

In 2015,the situation of the real economy enterprises’ credit risk is still difficult to have significant improvement. The non-performing loan of commercial banks will increase inertially and the there is still downward pressure on asset quality. With the operating risk increasing, commercial banks are facing a grim challenge on healthy development. If a commercial bank wants to enhance the risk resisting ability, improve the value creation power and uplift the customer contribution, it must maintain a good relationship with customer. Possessing a strong power of customer relationship management, which especially includes improving the customer relationship management for public customer who holds near 70 percent of bank’s asset and liability and the development situation of the public service’s market, decides the profitability and the sustainable development ability of commercial banks directly. Hence, how to improve the customer relationship management, adjust and optimize the customer structure, attract high-quality customers from other banks, enhance the customer’s satisfaction and loyalty, realize a sustained, steady and rapid development, improve the overall value creation power of the bank and form a core competence of a commercial bank has become an important issue to every commercial bank in the face of the competitive market environment. Therefore, facing competitive market environment, how to customer relationship management, adjust and optimism the customer structure, attract qualitative customers from other banks, enhance sustained steady and rapid development, improve the banks’ overall creativity of value has become an important task in front of every commercial bank. Taking bank A as an example, this paper analyses the status and existing problem of customer relationship management of basic-level commercial banks and it puts forward strategy about the basic-level commercial bank’s public customer relationship management. Using the qualitative analysis and quantitative analysis, and beginning with the related theories of customer relationship management, this paper takes an example of bank A to find existing problems in corporate business related to relationship management and analyses the causes of the problems based on the conclusion and analysis of domestic and international customer relationship management and personal practical work experience. Combined with the characters of basic-level commercial banks, this paper also presents strategies in customer relationship management from four aspects which are customer satisfaction, customer loyalty, customer churn management and customer risk management based on the insistence of commercial banks on the positioning of public market. And it puts forward the corresponding safeguards in aspects of marketing organization structure, human resources, enhancing the level of qualitative service and strengthening public-private linkage and risk control in order to make sure basic-level customer relationship management will be well implemented. I hope this paper can be helpful for commercial banks to construct effective customer relationship, so that we can realize the challenge optimization of customer structure, and keep the sustainable development of basic-level commercial banks.