雄县农村信用合作联社客户关系管理分析-analysis on customer relationship management of xiongxian rural credit cooperative association.docxVIP

摘要摘要在国家大力支持三农的政策指引下，各大商业银行迅速向农村延伸，银行间的业务竞争也日趋激烈，如何通过个人客户关系管理提高客户满意度，已成为雄县农村信用社业务发展的迫切需求。本文首先阐述客户关系管理及相关理论的内涵，通过对雄县农信社客户关系管理的现状分析,指出雄县农信社个人客户关系管理中存在的问题，主要问题有:客户信息分散，缺乏市场细分，服务渠道单一，缺乏客户关怀，产品缺乏创新，营销组织结构不健全。通过进一步阐述雄县农信社构建CRM的必要性和必备条件，引出雄县农信社客户CRM的设计思路、基本框架、模块分析、实施流程和保障措施。其中，实施流程包括收集客户信息、实现数据库共享、进行客户细分、客户差异化管理、客户关系评价。保障措施包括建立“以客户为中心”的经营理念、建立客户导向型组织、企业高层的支持、基于CRM流程的绩效考核、持之以恒的态度、专业咨询公司的参与。本着严谨科学的研究态度，本文以雄县农信社事实资料的基础上，大量参考相关文献资料和理论著作，采用比较分析、问卷调查、统计分析法等研究方法，创新性的为雄县农信社提出了针对性的、可操作性的改进对策，为雄县农信社CRM的构建完善提供参考，在实践上具有较大意义，也为其他企业进行客户关系管理和客户差别化竞争提供了一点思路。关键词客户关系管理客户细分客户满意度客户忠诚度IAbstractAbstractAstheproblemsaboutAgriculture，RuralareasandPeasantrywasofnationalconcern，variouscommercialbanksquicklytothedevelopmentofruralareas，theincreasinglyfiercecompetitionintheinter-bankbusiness.Howtomeetthecustomers’personalizedrequirementsthroughCRMbecomestheurgentneedforthepersonalbusinessdevelopmentinXiongxianRuralCreditCooperativesUnion(XXRCCU).Thisarticleexpoundscustomers’relationshipmanagementandtherelatedtheories.ThroughXXRCCUCRMcurrentsituationanalysis,thearticlepointsouttheexistingproblemsofXXRCCUCustomerRelationshipManagement.Includingcustomerinformationisscattered,thelackofmarketsegmentation,serviceasinglechannel,lackofcustomercare,thelackofproductinnovation,marketingorganizationalstructureisnotsound.Andmoreover,explainsthenecessityandprerequisitesofbuildingaCRMinXXRCCU,leadstotheXXRCCUdesignideas,thebasicframework,themodule,theimplementationoftheprocessesandsafeguards.Theimplementationprocessincludescollectingcustomerinformationdatabasesharing,customersegmentation,customer-differentiatedmanagement,customerrelationshipevaluation.Safeguardmeasuresincludingtheestablishmentofacustomer-centricbusinessphilosophy,tocreateacustomer-orientedorganization,thesupportofthecorporateexecutives,theperformanceevaluationbasedonCRM,theattitudeofperseverance,professionalconsultingfirmparticipation.Thespiritofrigorousapproachtoscientificresearch,thispapertakesXXRCCUfactonthebasisofthedata,andalotofreferencerelate