Research On Customer Relationship Management Of Huludao Branch Of Fuxin Bank

Deepening the reform of financial system,state-owned banks no longer monopolize the financial market,family wealth and so on,all have made the development of commercial banks enter the stage of customers' choice of banks.The rise of non banking financial institutions and the acquisition of financial market and foreign financial institutions in China make financial market competition increasingly fierce.Effective use of customer relationship management is a key factor for commercial banks to enhance competitiveness.Based on the related theory of customer relationship management,the basic situation of the Huludao branch of Fuxin bank is introduced,from the four aspects of customer structure,customer data sources,customer management and customer relationship management strategy,the status of branch customer relationship management is expounded,and the problems existing in the branch are concluded:The level of information is not high;the banking service and product need to be perfected;the reserve of professional talents is insufficient;the efficiency of individual business is low;the mechanism of customer risk withdrawal is not perfect.According to the analysis of the influence factors of the customer relationship,it is concluded that the application of the information technology,the importance of the management layer,the edification of the enterprise culture,the management of human resources,the adjustment of the organization structure and the business process are the important factors affecting the relationship between the branch and the customers,and then the case analysis method is used.In this branch,a typical case of customer relationship management is used to explain the identification of the branch to the target customer and the process of establishing a partnership relationship.Through the analysis and summary of the value points included in the classic case of customer relationship management and the problems,hidden dangers and advisable experience,the branch should be strengthened.Suggestions on customer relationship management,emphasis on information management,improvement of customer management level and corresponding support measures for customer relationship management.