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论文编号：	6938
作者编号：	2120122749
上传时间：	2014/12/8 16:45:37
中文题目：	商业银行客户服务中心客户关系管理应用研究–以A银行客户服务中心为例
英文题目：	Application Research of Call Center’s CRM Management in Commercial Banks For example of A?bank’s?call center
指导老师：	周建
中文关键字：	商业银行；客户服务中心；客户关系管理
英文关键字：	commercial banks；customer service center；customer? relationship management
中文摘要：	随着国内商业银行在经营管理中应用客户关系管理取得的改善效果越来越明显，商业银行业中“以客户为中心”的服务理念也越来越普遍。客户关系管理的应用极大的推动了现代商业银行的发展。而客户服务中心作为商业银行对外服务的窗口，对内整合信息数据的平台，应用客户关系管理，发挥其职能作用更是商业银行提升整体服务水平的关键一步。目前很多商业银行客户服务中心职能定位不突出就是因为缺乏客户关系管理的应用，限制了职能作用的发挥。当前有关客户关系管理的研究多集中在商业银行本身，对客户服务中心自身应用客户关系管理的关键研究相对少，与发达国家相比我国商业银行客户服务中心的发展具有很大提升空间。因此，本篇论文对我国商业银行客户服务中心应用客户关系管理的研究有重要意义。本文从介绍客户关系管理的概念入手，分享了先进客户服务中心应用客户关系管理的经验，通过分析商业银行客户服务中心与客户关系管理的相互关系，探讨客户服务中心应用客户关系管理的可行性和必要性，证明客户关系管理体系的搭建有助于提升商业银行客户服务中心的服务水平。并通过A银行天津客服中心的实际应用实例，分析了国内当前商业银行客户服务中心的发展现状及存在的问题，对客户服务中心应用客户关系管理的模式作了一定的探讨。提出我国商业银行客户服务中心应该加快构建与完善客户关系管理体系建设，增进与客户的关系，提高客户忠诚度，促进商业银行提升经济利润。本文以实证为例，深入研究如何应用客户关系管理搭建客户服务中心的管理体系进而提升商业银行的服务水平，对我国商业银行客户服务中心发挥其职能作用具有借鉴意义。商业银行客户服务中心的职能定位决定了其管理模式不应完全按照传统呼叫中心的模式进行设计，应该围绕客户关系管理的思路最大化的发挥其职能作用。客户关系管理的出现具有必然性，随着以“客户为中心”时代的到来而发展起来的，我们相信客户关系管理未来在商业银行客户服务中心将会发挥更重要的作用，受到更多的关注。
英文摘要：	It’s getting more and more obvious that domestic commercial banks have improved the business performance by using customer?relationship management.? At the same time, the service concept that "take the customer as the center”?is becoming more and more popular among commercial banks.?Application of customer?relationship management?has greatly promoted the development of modern commercial banks.?It’s more important for the customer service?center of?commercial banks, as a window to the outside world and an inner platform integrating information?data,?to apply customer relationship management, in order to promote performance of the?commercial?banks.?At present, because of the lack of the application of customer relationship management, the?functional position of?many commercial banks’?customer service centers?is not prominent, limiting call centers?to play a functional role.?The current researches, related to?customer relationship?management,?are more concentrating on the commercial banks, while?the key?researches on?application of customer relationship management in customer?service center?are relatively less.?Compared with the developed countries, there’s a great?space for domestic call centers of commercial banks to develop.?Therefore,?this paper is important for the study?of the application of?customer relationship?management in commercial bank customer service?center. To start，this paper introduces?the concept of customer relationship management and?shares?advanced?experiences of customer service center?which have applied the customer relationship?management. By analyzing the relationship between customer service?centers of commercial?banks and?CRM,?discussing the necessity of the application of CRM in customer service?center, it?proves that?the customer relationship management system?help?commercial bank to improve the service of customer service centers. In addition, through the actual?application examples of A?bank’s?call center in Tianjin,?it analyzes the development status of?current domestic?commercial banks’?customer service centers and existing problems,?and makes some?discussion on?how to apply CRM?model in customer service centers.?It puts forward that our customer?service centers of domestic commercial banks should?speed up to develop, perfecting the customer relationship management system,?enhancing?the relationship with customers,?improving customer loyalty,?and promoting the?commercial banks to enhance the economic profit. Using an empirical example, this paper researches on how to apply customer relationship management, build customer service center management system and enhance the commercial bank service level. It has the reference significance to our country commercial bank customer service center to display its function. Function orientation of customer service centers of commercial banks has determined that its management model should not be designed according to the traditional call center mode, but focusing on the customer relationship management ideas to maximize the performance of its functions. Customer relationship management is inevitable. As developing with the "customer-centric" era, it’s believed that, in the future, the customer relationship management will play a more important role in customer service centers of commercial banks, and should be paid more attention to.
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