| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === The financial market over-competitive for a long time, and the banking industry's service content is highly homogenous, the spread is small, which impacts the financial market's profit performance. In the current financial market, there is a little chances of a significant increase in bank profitability, which forces the industry to seek other business opportunities actively. Besides improving competitiveness, how to improve customer relationship management deeply and internal organizations performance will be the key to winning.
This study case C-Bank which concentrated wealth management market operating decades. How to create a new profit model through sharing customer resources to different business units. This study find out key success factors of business units from a competitive perspective. Case C-Bank formulated business strategies and used resources and advantages to maintain their leading position and excellent performance. In order to enhance the willingness of department to share and transfer customer resources to another department, and to meet customers' multiple financial needs, then achieve company profitability goal.
In the cooperative game of C-Bank, the sales force and service force are an alliance. When service connect with customer inquire whether has financial needs then through customer relationship management system transfer to sales force. Through successful revenue sharing mechanism, the service force and sales force understood that if the benefits of participating in the alliance are higher than the benefits of non-participation, the department will abide organizational strategy and customer sharing mechanism. In order to promote cooperation more efficient, this research found that the operators of C-Bank understood cooperation between forces is important, it is the same with other industries. When the two parties pursue goal of common interests, they also have the risk of balancing distribution of interests.
Therefore, the operators of C-Bank strengthen the trust between the alliances by establishing customer management and establishing relevant supporting measures. To maintain two primary conditions of the cooperative game, fair reward system and open customer management system to reduce the chance of misunderstanding between departments, not only solve the dilemma of cooperation, but also reduce the risk in cooperation, so that the department can find a balanced solution for the cooperative game.
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