The Research Of Customer Relationship Management In J Branch Of Agricultural Bank Of China

At present,the environment of financial development is facing profound changes.On the one hand,with the deepening of economic globalization and reform and opening up,foreign financial capital has flooded in,which leads to the fierce competition in China’s commercial Banks.On the other hand,in the new round of global scientific and technological revolution and industrial revolution,the gradual maturity and application of mobile Internet,big data and other technologies make Internet finance develop and expand.State-owned large commercial Banks,joint-stock Banks,urban commercial Banks and rural Banks all over the country have carried out transformation and upgrading,actively seize market opportunities,compete for customer resources,and seek to take the lead in the fierce competition.In this context,the operation and development of commercial Banks must change from extensive scale development to intensive efficiency development.Therefore,customers are the most important resources of commercial Banks in the future.Branch J of agricultural bank of China established the CRM system in 2004 and the overall plan of customer relationship management in 2012.Since 2012,agricultural bank of China has experienced four stages of development centering on the CRM system.In this process,the customer relationship management of branch J has achieved phased results.Second,customer classification refinement,preliminary establishment of customer group,customer group;Third,customer maintenance work to show multi-directional,multi-Angle,adapt to the development of the modern market;Fourth,the management system is constantly optimized to form a top-down targeted customer management line.Although the achievements made by J branch in recent years are important,there is still a gap between it and some commercial Banks at home and abroad.Problems in the development process need to be paid attention to J Branch of agricultural bank of the study found that the current customer relationship management(CRM)thin low customer contact closely,the data and the lack of in-depth analysis,customer classification is not clear,management confusion and problems,the reasons for these phenomena are: one is the top-down lack of awarenessof customer relationship management(CRM),the second is customer relationship management system has some disadvantages on application,three is unreasonable organization structure,four is the performance review is not reasonable.Therefore,based on the analysis of factors affecting customer relationship management,this paper proposes methods such as customer segmentation according to customer lifetime value method,dynamic management,establishment of customer manager system and improvement of salary distribution,so as to establish effective customer relationship management of Branch J agricultural bank of China.