The Application of Customer Relationship Management in Investment Banks

Abstract

Customer Relationship Management was put forward in the 90s by American companies. CRM has been widely applied by the investment banks abroad. The investment banks in China (securities) are in the early stage of CRM. The institutions which carried out CRM successfully and profitably were few .Based on the importance of CRM to the investment banks management, this essay compares the application of CRM between domestic investment banks and the foreign ones, and points out that in applying CRM, domestic investment banks must make clear their cognitional misunderstanding, base themselves on the customers center and customers satisfaction, and their own status and characteristics, take efficient measures to perfect CRM, then realize the maximizing value .