Study On Customer Relationship Management Of Lan Zhou Bank

Along with the increase in the number of commercial banks,the implementation of the interest rate mercerization and the development of the Internet economy,at present,the commercial banks of our country are facing unprecedented competition and challenge.Although the bankers have realized the importance of customer resource,and strategic decisions have turned to take the customer as the center,but in banks of our country,there are still many problems in customer relationship management,the Lanzhou Bank although has some problems in customer relationship management.These problems affect the customer satisfaction and loyalty to Lanzhou Bank,and also affect the status of competition of the Lanzhou Bank in the same industry.Up to now,there are many researches on commercial bank customer relationship management at home and abroad.But with the change of the time,there are new problems in customer relationship management,in view of the new economic situation of customer relationship management,there are few studies.In this dissertation,by theoretical research,the author first introduces the concept and development course of customer relationship management,analyzes the definition,content,method,basic theory and the research status of customer relationship management at home and abroad.Second,by intercepting interviews,the author conducts a customer satisfaction survey on 160 corporate customers and 160 individual customers,a total of 320 customers of the Lanzhou Bank.The author understands and masters the customer relationship management problems of the Lanzhou Bank from the customer's perspective.And then,the author takes five lobby managers,five customer managers and five integrated tellers,a total of 15 Bank staff of Lanzhou Bank who are engaged in customer relationship management,and give them in-depth interviews one by one,in order to understand and verify the current problems of Lanzhou Bank in customer relationship management from the perspective of different employees.Based on the theoretical knowledge of customer relationship management,the author analyzes the contents of questionnaire and in-depth interview,finds out the problems and studies the problems.And on this basis,the author combines her own work with the research,takes the basic thought and theory of customer relationship management as the guide,and explores the ways and methods to solve the problems of CRM.The author develops the Lanzhou Bank customer relationship management program,from the aspects of product diversification and service differentiation.The author also develops a customer relationship management safeguards by improving staff professional skills and the staff promotion system.Researching and solving the problems faced by Lanzhou Bank in the process of customer relationship management is not only conducive to the healthy development of Lanzhou Bank,but also conducive to other banks in the bank's customer relationship management work.It provides reference to promoting the transformation and development of traditional banks.