Study On The Reconfiguration And Implementation Of Sales Force Automation In Wholesale Banking CRM Systems Of ZS Bank

Customer relationship management is crucial to commercial banks.Commercial banks must speed up the implementation of customer relationship management strategy,and realize the transition of business philosophy from “product-centric” to “customer-centric” as soon as possible so as to respond in time to meet the financial needs of corporate customers and increase customers' loyalty and satisfaction,as well as achieve a sustainable and stable development of corporate financial services.How to ensure the implementation of the company's customer relationship management is a problem that needs to be solved in the commercial banking company's financial business.This thesis takes ZS Bank's wholesale banking business and customer relationship management as the background,and focuses on analyzing the causes of problems from the perspective of CRM system.It points out that the main cause of the problems is insufficient sales force automation capabilities of existing CRM systems.Based on the design principles of differentiation,practicality,ease of use,flexibility,and mobility,this thesis proposes a reconfiguration plan for ZS Bank's sales force automation of public CRM systems from the aspects of system functions,process,and etc.Then we redesign a set of full-process sales force automation process which contains business opportunity generation,label screening,intelligent allocation,operation management,marketing assistance,and statistical evaluation.This process can satisfy the batch,standardization,and simplification of the marketing mechanism for small and medium-sized customers,and solve the pain points in listed system marketing such as difficulty in assignment,follow-up,summary,etc.Finally,this article analyzes the effects of the case based on the sales force automation of ZS Bank CRM system.Meanwhile,this thesis summarizes the problems that should be paid attention to in the implementation process and implementation guarantees,which include the organizational structure reform of the business division system,the establishment of CRM special office,promoting agile development of projects,and taking measures to increase CRM usage,etc.The content of this thesis provides reference cases and ideas for the design of the public CRM functional frame and the realization of sales force automation of other commercial banks.