Research On The Improvement Of Customer Relationship Management In H Bank

As a major player in the financial industry,the competition among commercial banks is becoming increasingly incandescence,the higher the degree of homogeneity of the products and services between commercial banks and,if not from the aspects of technology and management innovation depth is difficult to achieve a dominant position in the competition.In this study,the information competitiveness of commercial banks to build a customer relationship management.Tries to for customers to provide more intimate and thoughtful service,adhere to the customer as the center,realize win-win of customer value and bank profits,which allows customers to maintain a high degree of loyalty,in order to enhance the core competition ability of the bank.For commercial banks and customers to make the source of its profits,improve customer relationship management is not only the basis for the bank to achieve the profit,is also the important information of bank management decision-making support,plays an important role in the long-term development of the bank.The H bank in Hunan Province as the research object,under the guidance of the theory of customer relationship management(CRM),using normative research mode,draw lessons from the practice of outstanding domestic and foreign commercial banks,of H bank customers relationship management has carried on the thorough analysis,and based on the present situation,and pointed out the existence of H bank customer questions and reasons.Under the guidance of relevant principles,through the practice of in-depth comparison of domestic and foreign commercial banks,combined with the actual situation of the bank h,from the bank business philosophy of renewal and deepening,the construction of information system optimization design,the optimization of customer value evaluation and classification of design,customer loyalty management and improving personnel training mechanism,such as dimension,for the improved design strategy.The conclusion and Prospect of this paper is the summary of this study,as well as the lack of the research of the expenditure and the follow-up research direction.For China's commercial banks,customer relationship management is still in the initial stage,and customer relationship management itself is a complex system engineering.So both from the aspect of theoretical research or in practice,and a long way to go.This study takes the customer relationship management of H bank as the research case,in order to enrich the study of customer relationship management in our country,it also provides an effective reference for the related commercial banks and enterprises to improve customer relationship management.