The Application Research Of OCRM System In The Construction Bank Individual Customer Service

Customers are the main resources of each industry competition, grasp the customer resources is undoubtedly the main market to occupy the industry, for the banking sector is even more so. At present, with the entry of foreign banks into the domestic market, the competition of the domestic banking industry is becoming more and more fierce. At the same time, in the context of market competition intensifies, the theory of customer relationship management theory, especially in the domestic banking industry has gradually been known and applied. Among them, the Construction Bank as the representative of the relevant bank also began to implement the CRM strategy, the Construction Bank is the the first user to use the OCRM system, so that the CRM theory can get a deeper level of application. Under this situation, this paper studies the application of OCRM system in the Construction Bank in the personal customer service, and selects the PT branch as a case to make an empirical analysis.Based on the related theory including CRM theory and OCRM theory, the domestic and foreign research literature of this theory are reviewed. And the research results are summarized and the existing. What's more the specific connotation, concept and classification of CRM theory are expounded. At the same time, the specific function, module composition and application value of the OCRM system used in the current period of Construction Bank are analyzed in detail. Finally, this paper selects the PT branch to make specific empirical analysis. And in the analysis, this study firstly analyzed the present application status of Construction Bank OCRM system, combined with the questionnaire survey for the deficiencies and defects on OCRM system in the actual use, and the problems will be divided into system functions, staff problems and management problems etc. To solve these problems, find the causes of the problems, and puts forward the improvement strategy in line with the actual construction bank, to help solve the problems at present, the OCRM system has been used more effectively, make more profit for the construction bank.