S Trust Company's Customer Relationship Management Problem Optimization Research

In recent years,based on the deep research into the theories of customer relationship management(CRM),more and more enterprises realized the importance of customer resource.Therefore,a management idea has gradually changed into placing emphasis on,CRM.With the rapid economic development of domestic market,the sellers' market has gradually transformed into the buys' market,which intrigued fierce competitions in financial industry.Customers are vital to the survival and development of the financial industry since customers are the strategic resources in the overall financial industry.In order to develop successfully in the fierce market competition,every financial enterprise had to pay much attention to dealing with the relationships with customers and appreciating the value they bring.The requirements of the products and service that customers demand are more and more strict because of the homogeneous competition in products.Being confronted with fierce competition,trust companies start performing strategic transformation,shifting from product-oriented competition to customer requirements-based competition,setting up the management concepts of taking the customers as the center to maximize profits by maximizing customer value,leading to a win-win situation.On the basis of reading the relevant theories of customer relationship management and studying the theory of customer relationship management at home and abroad,this paper takes S Trust Company as the research object,using customer life cycle theory,customer value theory,relationship marketing theory combined with literature research method,qualitative research method and case analysis to analyze the current customer relationship management of S Trust Company.It is found that there are some problems in the management,such as the lack of real customer relationship management concept,extensive customer management,management strategy deviation,institutional settings and business processes are not perfect leading to the low management efficiency.And then based on this,this paper analyzes the reasons for the above problems like lack of the customer-centric corporate culture and the emphasis and support of high-level managers as well as lack of relevant system specifications.According to the above problems,an implementation plan of customer relationship management from the aspects of implementation concept,mode,strategy,ability and team building is introduced in this paper,including establishing customer-centered business philosophy,clarifying customer positioning,improving the accuracy of management strategy and improving management and enhancing the matketing staffs knowledge and service awareness by perfecting organizational structure and optimizing business processes.This paper aims to improve the customer relationship management of S Trust Company as well as improving service quality and level and manage customer resources management through the implementation of customer relationship management optimization program,which helps to enhance S trust company's core competitiveness in trust industry.At the same time,the optimization measures of this paper have the reference value for other trust companies to improve customer relationship management and improve customer relationship management.