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Postal Savings Bank of China Harbin Branch Research on Customer Relationship Management

Author: LiYanWei
Tutor: CaoXia
School: Harbin Engineering University
Course: Business Administration
Keywords: Customer relationship management Customer segmentation Customer satisfaction Customer loyalty
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 53
Quote: 0
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Customer relationship management of commercial banks is based on customersegmentation, improve the ability to communicate with the customer, the negotiationcapability enhancement as the marketing ability, enhance the cooperation with the customervalue. Customer relationship management is advantageous to the bank to maintain long-termcompetitiveness and development potential of the new. Postal Savings Bank of China Harbinbranch is bound to be in an invincible position in the intense trade, continued optimization ofcustomer relationship, improve the high-end customer service capabilities, and improvecustomer satisfaction and loyalty, for the sustained development of great significance.This paper summarizes current situation firstly, the implementation of customerrelationship management of the postal savings bank of Harbin branch, then has carried on theanalysis to the existing in the implementation of customer relationship management in postalsavings bank, branch of the problems, and then based on the existing hardware and software,provides an optimized solution of scientific and practical customer relationship managementfrom the organizational structure design, customer relationship building, maintenance,upgrade the three different stages of the CRM content and CRM strategies for Haerbin branchof postal savings bank. What’s more,based on AHP and factual conditions of Haerbin branchof postal savings bank, evaluation model of customer loyalty has been established.Finally,from the construction of reasonable business process, establish and improve the customerrelationship management information platform, to reform the management system, increasefinancial product innovation, change the marketing mode, proposed the safeguard measuresseveral aspects to intensify training.

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