论商业银行的客户关系管理

CRM in Commercial Banks

在市场竞争日益激烈的今天,客户成为商业银行的战略性资源。银行实施客户关系管理(CRM)有利于与客户建立长期的良好关系,避免重要客户的流失,提高客户满意度,从而实现银行利润最大化。所以有必要从细分客户、“一对一”差别化服务以及创办“特色银行”等三个方面来讨论我国国有商业银行实践CRM需要注意的问题。

With the keen market competition, customer has become an important strategic resource of commcrcial banks. Customer Relationship Management （ CRM） is of great benefit in establishing long- term bank - customer relationship, satisfying customers＇ needs, and realizing maximum profit, This paper discusses CRM in three aspects inculding segemetation, differentiatal service and the launch of specialized banks.