Research On Customer Relationship Management Of A Bank Suzhou Branch

Customer relationship management is not only a concept but also a tool for business management.Based on the concept of “Customer-centric”,customer relationship management helps the enterprises to build long-term relationship with the customers,insisting on which the enterprises will create their core competitiveness and expand their market.Customer relationship management is a way to raise brand image and realize sustainable development.Following the fierce competition among the commercial banks and the personalized demands of the customers,the traditional running way concentrated on products can no longer make the commercial banks maintain competitive advantage.More and more banks realize the importance of customer relationship management and try to apply it to all fields of bank operation.A Bank Suzhou Branch has already got some achievements on applying customer relationship management.However,problems has rose from immaturity of the awareness and imperfectness of the system.This paper starts with the introduction of the background,significance,contents and structure of the research.Referred to the CRM theory and the successful experience of foreign banks,this paper analyzed the current status of A Bank Suzhou Branch in implementation of CRM.Problems in aspects of service philosophy,department setting,data system,operating process and performance appraisal exist and concrete refined measures put forward below: lay emphasis on service philosophy,set high-value customer management department and research and development department,integrate data system,simplify the operating process etc.