Research On Customer Relationship Management Improvement Of A Bank

With the deepening of theinterest rate liberalization reform,the increasing bank homogeneity and the growing prosperity of Internet finance,commercial Banks begin to be faced with increasingly fierce market competition.Under this background,commercial Banks start to look for new ways to survive and develop.In order to plunder critical customer resources,commercial Banks attach more importance to the Customer-centered concept.The business strategy and development mode of Commercial Banks gradually shift from economies of scale to the customer benefit.So,how to effectively compete for customer resources,enhance customer viscosity,and how to establish the lasting profitable customer relationship become problems that commercial Banks have to face in the fierce competition of the market.Based on the review of domestic and international theory and practice in customer relationship management(CRM),the current situation of customer relationship management in A bank is furtherstudied,and the merits and deficiencies in the organization mode of marketing and customer serviceof A bank are emphatically analyzed in this thesis.In combination with the relevant thesis of customer relationship management(CRM),and advanced experience from domestic and international customer relationship management of commercial bank,the improvement plans for A bank's customer relationship management are put forward in this thesis,including building the CRM system,perfecting customer classification system,implementing differentiated service,setting up key customer coordinating marketing team,etc.Finally,the feasibility of the program and the problems the program may encounter when landing are demonstrated and analyzed in this thesis.At the same time,ideas of following improvement are also put forward.