Research On The Improvement Of LN Branch Of G Bank Customer Relationship Management System

China's financial industry is facing many challenges such as international capital entry,domestic industry competition,and Internet financial enterprise shocks.Financial institutions are in a period of strategic transformation.From simple price competition to management and service competition,improving customer experience satisfaction has become the top priority of China's banking service industry.Throughout the international financial field,CRM(Customer Relationship Management)and its emphasis have become an indispensable business strategy for mature enterprises.The advantages of customer relationship management in customer care,service,etc.are becoming more and more obvious.At present,various financial institutions in China have begun to focus on the management of customers to strengthen the maintenance and management of customer relationships.CRM in LN branch of G bank was established earlier,and the customer information was effectively integrated.At that time,it was able to effectively explore potential customers and improve the customer relationship management level of LN branch of G bank.However,with the changes of Chinese economic situation,the LN branch of G bank has been exposed to more and more problems during the implementation and promotion of CRM.Firstly,the process of acquiring customers and after-sales service is not standard.Secondly,the leading organization of customer relationship management is single,and the division of labor among different departments is not clear.Thirdly,the customer relationship management system function is relatively simple;Fourth,customers' demand for computer terminals and mobile terminals is increasingly strong;Finally,the performance management of CRM system in LN branch of G bank is still not perfect.In order to solve a series of problems encountered in the implementation of CRM in LN branch of G bank,this paper analyzes the shortcomings of LN branch of G bank on the basis of actual investigation on the site.Due to the limited human resources of the LN branch of G bank,it is necessary to gradually improve the existing problems.The implementation improvement should start from the impact on the CRM system and the urgent need.Therefore,the impact of the G bank CRM system is sorted by the analytic hierarchy process.Finally,the paper analyzes the factors affecting the ranking,namely customer acquisition and relationship maintenance.CRM innovation research and development,CRM system function application,CRM organization responsibility division,CRM performance management and CRM protection have adopted targeted management measures to gradually solve the practical problems existing in LN branch of G bank.