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Construction and Application of state-owned commercial banks customer relationship management system

Author: PuYi
Tutor: ChenXingLin
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: State-owned commercial bank Customer relation management Customer Lifetime Value
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 372
Quote: 0
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Abstract


With the increasing development of customer relationship management (CRM) in China’s commercial banks, it is particularly important for State-owned commercial banks in china to set up the CRM system considering the intertwined factors in business Scale, customer structure、personnel quality、as well as market competition, etc. This paper starts from the theoretical source of CRM System, rediscovers the importance of building CRM System and the impact on banks and other enterprises. Facing the immense market competition and vast but scattered customers, State-owned commercial banks need to establish a CRM system with high promotional value and maneuverability in many aspects. The CRM system requires cognitio, understanding of the customer value and to know what the customer need and how they feel on the services based on it. So this article began with the customer value and customer satisfaction, based on the analysis of State-owned commercial banks customer relationship management, raised relevant valuation techniques and methods in the aspect of customer value and customer satisfaction and made these two parts the important componentpart of customer relationship management structure. The author uses Bank of China as an example to further enhance the operability of establishing customer relationship management structure.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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