A Study On The Effectiveness Of CRM Utilization Rate In Promoting Sales Of Personal Finance Products

As the process of our country’s market economy is accelerating,the residents are getting richer and richer,and the degree of financial marketizationt in China also is deeper and deeper,more and more consumer gradually changed the original configuration property thinking,began to look at people wealth management products as a means of personal or family property value,to seize the market opportunity,and share the profit in the booming financial markets,Commercial bank as one of the most active subject in the financial market,begining to cater to the market demand,rushed to research and development of personal finance products,so a cloud of smoke floated over the market of personal finance products,most commercial banks gradually focus on the ascension of prudent management ability,and considering their own long-term development,also begining to think about such a question:How can we grasp customer needs accurately,so as to provide more products that meet the need of the market?CRM system was born at the right moment,the flood has anirresistible impact to the inherent marketing concept and marketing methods.But in fact,whether the CRM system can effectively enhance the personal financial business sales,lots of bankers have different views over itl,CRM usage is uneven,and this system which costs a lot of manpower and financial resources has not been effective used,traditional face-to-face marketing still occupy the mainstream position,Therefore,it is of great practical significance to study the effectiveness of CRM system utilization rate in improving sales of personal finance services.This paper takes Bank A as an example,selects the relevant data from April 2020 to March 2021 12 months after the launch of BANK A’s CRM system to establish a panel model,and verifies the effectiveness of CRM system utilization rate in improving the sales of personal finance services through the method of integrating theory with practice.This paper attempts to carry out the thinking of the problem from many aspects.Firstly,it describes the market conditions of this article and the importance of the research on this topic,as the introduction of this dissertation.The following part is related theoretical basis,sorting out the theories related to the personal finance and the theoretical basis of CRM system;The third part analyzes the correlation between the utilization rate of CRM system and the sales of the personal finance service theoretically.The fourth part analyzes the effectiveness of CRM system utilization rate in improving sales of personal finance services from an empirical perspective,selects appropriate independent and dependent variables based on data characteristics and actual situation,constructs the research model of this paper through certain measurement methods,and estimates benchmark variables and control variables.Verify the effectiveness of CRM system utilization rate on the improvement of personal finance service sales,show the positive effect of CRM system utilization rate on the improvement of personal finance service sales,and finally test whether the model is robust.Finally,on the premise of the empirical analysis,combined with the use of CRM system in the marketing practice of personal finance services of commercial banks,some thoughts are put forward.For example,the use of CRM system should be considered in the performance assessment or promotion of personal finance managers.The branch pays attention to the fine management in the sales supervision of personal finance services and the concept penetration of the relationship between the use of CRM system and financial sales in daily personal finance service training.