Research On Customer Relationship Management Strategy Of Inner Mongolia Branch Of China Postal Savings Bank

Recently,large-scale commercial banks put forward the customer-oriented idea one after another.With the rapid recognition and development of internet banking and direct financing market,residents' diversification of investment has brought about the replacement and loss of their deposits and loans.So bank customer resources are subjected to be carried away continuously.Given this situation,commercial banks must highly value customer relationship management,and propose new strategies of its improvement.Based on the theory of customer relationship management(CRM),this paper tries to analyze the development status of Inner Mongolia Postal Savings Bank and our competitors in the same trade.From the perspective of CRM by using the analytical method of SWOT,this paper will make a deep analysis on the current management situation of CRM and its existing problems at Inner Mongolia Postal Savings Bank.Taking all this into account,constructive development strategies for CRM in the aspects of products,channels and support,and suggestions for management system,safeguard measures and staff team construction.Therefore,the following changes in customer management will be achieved at the end,that is,changes from being bank-centered to being customer-centered,from waiting for customers to visiting customers voluntarily,from mass marketing to differentiated marketing,from product marketing to customer marketing,and from single channel to multiple channels.Finally,this paper will get the following conclusions.Firstly,based on the current customer resources,the CRM of Inner Mongolia Postal Savings Bank must strengthen customer segmentation and implement differentiated marketing.Secondly,the card system should be perfected with the aim to carry out special marketing.Lastly,by making full use of internet,we should integrate all resources and speed up the internet applications in order to promote the value of existing customers and upgrading of assets,improve the bank marketing shares and competitiveness of the industry,and finally achieve the “win-win”result between the customers and bank.