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Application of Customer Relationship Management System in Commercial Bank

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Author: Jing Zhang, Lixia Dong

Abstract: As the development of network finance is getting faster and faster, the competitive pressure of domestic and international markets is getting bigger and bigger. How to integrate customer resources more effectively and carry out effective customer relationship management is the key to bank competition. Customer relationship management system is an effective operating platform that enables banks to make great progress in customer information collection, customer information management and customer information use. Customer relationship management system can provide banks with a new, customer-centric perspective for collection and use. Through the customer relationship management system, commercial banks can further develop customer resources, effectively control customer resources, and promote the improvement of marketing, sales management and service work, especially in the improvement of customer service and sales management and the development of banking business, which plays a very important role. This paper discusses the application model and business model of CRM in the banking industry, and focuses on how CRM system provides banks with good customer feelings and how to optimize the sales process to achieve the sustainable development of banks.

Keywords: CRM Balanced Scorecard; High Seas Pool Regime; Marketing Management; Customer Relationship

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