The Bank Of A Design And Implementation Of New Customer Relationship Management Research

At present,The economic financial new normal stems from the new normal.With interbank competition heats up,And homogeneous product,homogeneous service,homogeneous marketing mode and the phenomenon is particularly prominent and serious.Through these phenomena,Bank competition in the final analysis is the competition for customers,Who won the customers win the market.More and more Banks begin to research and development and production of a new generation of CRM management system,The advanced concept of customer relationship management into the enterprise's management strategy.In this paper,according to the construction of the bank of A new generation of CRM as the research object,Based on the theory of CRM and customer value.Through the comparative study and analysis of the CRM development at home and abroad,Combined with the marketing knowledge economics and management,Using literature research,field research,case study,the methods of statistical analysis,Discover how A bank through the construction of A new generation of CRM,To achieve precision marketing,proactive,So as to maximize the implementation for both the old and new customers mode innovation.This article research mainly reflects in the following areas:FIRST,based on the concept of CRM management thinking innovationFrom past the whole financial industry positioning of CRM,Most Banks only put CRM as a set of software system,A tool platform,While ignoring the importance of its thinking and consciousness.The bank of A is not only A new generation of CRM software and tools,as But it will rise to enterprise strategic management idea,Is based on customer relationship management(CRM)bank marketing business operation system,In the former,the system has been clear about the management in the construction of localization,The high in its strategic planning in the enterprise management status,System all functions must be in the service of A bank's operation and management,All marketing plan around the enterprise marketing strategy andexpand;It runs a variety of business plan,It is to establish customer relationship maintenance and development responsibility system as the center of management system,The core management idea which will be the bank of A by the previous "business centered" to "take the customer as the center".Second,based on the 360 portrait view innovation.Through to the client's assets,liabilities,financial management,risk,default information,channels,historical transaction details and associated information,interests,spending habits,complaints and so on,All-round,multi-dimensional analysis with the customers,Thus it is concluded that customers comprehensive rating,Including star rating,contribute ratings,lending and deposit ratings,effective integration,loan(credit card)information such as credit,Can be realized with a comprehensive understanding of customer static information and dynamic trends and predictions,For account manager to do marketing plan and project has a positive guiding significance.Third,based on the customer contribution to precise marketing innovationList marketing is the premise of accurate marketing foundation,Up to the enterprise management strategic marketing activities,Can obtain the biggest effect of the key lies in whether can through data analysis and calculation,accurate,clear target customer list,Combined with effective marketing plan and considerate service,Precision marketing,initiative to the customer.And a new generation of CRM based on the introduction of customer contribution,To realize the value of customer's valid identification,to maintain and extend.In addition,I will study MBA courses such as marketing,operations management,on the knowledge,Into the CRM module design and customer promotion,Through analysis of the bank of A old CRM application status,find problems,and puts forward proactive solutions.