Customer Relationship Management Study Of CCB Lianyungang Branch

With the development of market economy,the competition pressure between commercial banks is increasing.The ability to acquire customers and the ability to manage customer relationships are key factors for banks that want to gain a place in the fierce market competition.In order to retain and maintain customers and avoid customer churn,the company should adopt an active customer relationship management strategy.More and more banks realize that good CRM planning can improve the relationship between banks and customers,thus maximizing customer value and providing strong support for the sustainable development of banks.Therefore,the study of CRM from the strategic point of view has an important positive role for commercial banks.In recent years,due to the entry of private banks and foreign banks,state-owned commercial banks are facing more severe competition environment.Therefore,customer relationship management for state-owned commercial banks has more important significance.As a branch of a large state-owned commercial bank,Lianyungang Branch has accumulated many problems in customer relationship management during its development.In the face of today's competitive environment,it needs to optimize its own customer relationship management program.Taking Lianyungang Branch of CCB as an example,this paper makes a more serious study based on the theory of customer relationship management.Firstly,this paper investigates the current situation of the bank's customer management,finds out the problems in customer management and analyzes the reasons.Then it discusses the organization structure,business process,product and personnel,and then designs the optimization scheme of CRM.This study has both theoretical and practical significance for related fields and enterprises.