The Study Of Optimizing Customer Relationship Management Based On The Survey Of Organizational Credibility In The Case Of Bank C,Branch Z

As the new era of Bank3.0 approaching,the development tendency of commercial banks in the future is not only limited in specific financing business,but also covering financial behavior.In this new era,bank service is ubiquitous,supplying service as demand whenever and wherever.Social media authorize consumers right to be sound by public about their comment on bank service,which could be considered as reflection in accountability of commercial banks.Consumers would build their own valuation system based on the bank accountability,and started to do business afterwards.Therefore,the accountability of commercial bank organization becomes more and more important for consumers to make decision,and the transformation of commercial banks and consumers relationship is getting even more important.Commercial banks need continuous self-evaluation on their own accountability,and concentrate superior forces on customers' relationship maintenance,proactively supply consumers with satisfactory and professional service by their advantage.However,there are still certain misunderstanding about customer relationship management and customer segmentation from commercials banks currently,further adjustment and improvement is needed.Therefore,in this new era of Bank3.0,how to improve their accountability,and how to develop the customer relationship management,is the vital question confronted by commercial banks.To the problem that insufficient professionalism of customer relationship management in commercial banks,imperfect of customer maintenance system,and unreasonable performance appraisal in era bank3.0,this paper would focus on branch Z of bank C,by the comprehensive review on CRM related theory and journals,study the current situation of personal customer relationship management,and analyze the survey report from consumers about bank accountability,come up with the main problem on CRM in professionalism,creditability and convenience,the three dimension.Finally,this paper would try to provide with some recommendation on improvement of personal consumer relationship for branch Z of bank C,and present the feasibility of it from perspective of finance,staff and system etc.