Research On Customer Relationship Management Of Rural Commercial Bank

Rural Commercial Bank is an important part of China's rural financial institutions.At present,China's rural commercial banks both have good opportunities for development and face great challenges.On the one hand,the implementation of the strategy of rural revitalization,the strategy of new town and the strong support of the state to the rural finance provide a good opportunity for the development of rural commercial banks.On the other hand,all kinds of commercial banks expand the county rural market,occupy the territory of the agricultural and commercial banks,the competition in the rural financial market is intensifying,the voice of customer keep changing,county Rural customer loyalty to rural commercial bank is reducing,these are the challenges facing the rural commercial bank.Customer Relationship Management(CRM)is a new marketing management mode.,and all activities that are used to establish and maintain long-term relationship with customers can be incorporated into this management mode.The four core components of CRM are the processing of customer information,automation management of sales team,management of customer marketing activities and management of quality of service.This paper studies the customer relationship management of rural commercial banks,taking the ZhengDing rural commercial banks as the case,based on the customer life cycle theory,the customer relationship marketing theory,the service quality gap theory and the SERVQUAL model,using the questionnaire survey,field interview,data analysis and other empirical analysis methods,from the three aspects of customer information management,customer marketing management and customer service management,the status and problems of customer relationship management of ZhengDing rural commercial bank are analyzed.The problem is mainly reflected in the lack of technical support of customer relationship management,without the support of modern CRM management software.The team of customer managers is not yet mature,the customer manager's customer relationship management ability is low,and the service quality of the staff at the grass-roots network is lagging behind the business development.In order to solve the problem of customer relationship management,create an excellent team of customer manager and improve the level of customer relationship management,this paper puts forward the proposal of building CRM system in ZhengDing agricultural commercial bank,and expounds the goal,foundation,frame and overall project planning of CRM system construction in detail.Meanwhile,the solution of customer relationship management of ZhengDing rural commercial bank is introduced in detail,including customer management plan,marketing management planand service management plan.In order to further solve the problems of the service quality of ZhengDing agricultural commercial bank and improve the service quality,this paper also gives the countermeasures and suggestions from three aspects of the counter service,the hall manager service and the credit customer manager service.