Research On Customer Relationship Management Optimization Of Jilin Branch Of Agricultural Bank Of China

Agricultural Bank of China is a large joint-stock commercial bank in our country.From 1951 when it was set up,its brand image accumulated for many years enjoys a great reputation around the world.With the arrival of network and information age,there are intense competitions between state-owned banks and local commercial banks,small private commercial banks as well as multinational banks.Every bank expands domestic and international markets with their own professional advantages.With the market gradually going towards globalization,customers have more choices and chances.As for banks,if they want to maintain persistent competitiveness,they have to make good effort to innovate and reform so as to meet personal needs of customers to products and services.In the age of information digitalization,how to listen to customers,grasping the changes of market in time and providing customers with forward-looking advice is the system that many commercial banks lack.There are many problems that break away from practical businesses existing in the management system of customer relationship of Agricultural Bank of China,which makes Agricultural Bank of China be in inferior position in the competitions against counterparts.Functions of CRM system of “center on customers” have not been or merely few parts have been applied into practical operations,which results in several problems such as the waste of some hardware and software,out of proportion between input and output and so on.In the beginning,this essay elaborates the management status of existing customer relationship in the Branch in Jilin Province of Agricultural Bank of China,summarizing and analyzing in various aspects such as management on new and old customers,incentive system for customer manager,managing process of information and so on.It can be found that problems existing in the management of customer relationship in the Branch in Jilin Province of Agricultural Bank of China mainly lie in: object is random,target is unspecific,awareness of service is weak,innovative capacity of business is weak,members lack spirits of cooperation and so on.Concentrating on the above problems,this essay analyzes their cause,further finding that there are problems existing,such as distribution of market is in mess,business innovation is inadequate,lack of systematical trainings on business skills,products and marketing needs are disjointed and so on.According to this,on the basis of IDIC model,this essay puts forward an optimizing plan in the aspects of customer recognition,customer decentralization,customer interaction and customer customization.Recognize effective customers to establish long-term relationship;decentralize available customers,make use of Pareto’s Law to work out the investment of costs;set up a marketing method of “one to one” with top customers,deeply tap into the potential of top customers,interact with them and pay attention to market dynamics as well as feedback of customers all the time;optimize products and services,try to improve the loyalty of customers.In order to guarantee the implementation of optimizing plan of customer relationship management in the branch in Jilin Province of Agricultural Bank of China,it also comes up with corresponding supporting measures: provide trainings for employees regularly by setting up and planning specialized service department for customers;set up a long lasting system of investigation and management on satisfaction and loyalty of customers,optimize the appraising measures on performance of staff management;promote CRM technology supporting system,improve the management of customer base,so as to promote and drive the effective implementation of optimizing plan of customer relationship management in the branch in Jilin Province of Agricultural Bank of China.