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信贷业务是当前我国银行利润来源的重要渠道,信贷业务的经营绩效对银行的发展具有举足轻重的作用,特别是信贷业务中客户关系(CRM)的处理。CRM是市场与科技发展的必然结果,是银行的一种经营总体战略,利用先进的信息与通信技术来获取客户数据,挖掘客户的需求特征、偏好变化趋势和行为模式,积累、运用和共享客户知识,通过有针对性的服务,强化与客户之间的互动,并最终实现客户价值最大化和银行利润最大化之间的合理平衡过程。在银行信贷业务中,能够有效的改善银行与客户之间的新型管理机制。本文主要对银行信贷业务中CRM的重要性与必然性,以及如何构建有效的CRM体系进行探讨。
Credit business is an important channel for the current profit of China’s banks. The business performance of credit business plays an important role in the development of banks, especially the handling of customer relationship (CRM) in credit business. CRM is the inevitable result of the development of the market and science and technology. It is an overall management strategy of the bank. It uses advanced information and communication technology to obtain customer data, tap the characteristics of customer needs, change trends and behavior patterns, and accumulate, utilize and share customers Knowledge, strengthen the interaction with customers through targeted services, and finally achieve a reasonable balance between the maximization of customer value and the maximization of bank profits. In the bank credit business, can effectively improve the new management mechanism between banks and customers. This article mainly discusses the importance and necessity of CRM in bank credit business and how to build an effective CRM system.