Value Evaluation Research On Individual Customer Of Commercial Bank

The commercial bank customer value management is a domestic and foreign research hot topic, had the research, our country's correlation research, specially general to the customer is quite limits, is insufficient to the customer segmentation, the object of study mainly concentrates actually in the commercial bank company and the organization customer, but are few to individual customer research. In fact, along with the money market development, the economical and the individual wealth growth, the company and the organization customer gradually will weaken to commercial bank's dependence, the finance will escape the intermediary phenomenon to be day by day obvious, will assume the drop tendency to commercial bank's value contribution. Therefore, for enhancement development sustainable, sharpened the market competition ability, the commercial bank in abundance started service reforming from the strategy. May foresee, future the commercial bank market competition main battlefield in individual service, will continue the stable value contribution also main origin in individual service, individual customer value management will develop in the commercial bank is occupying the extremely important position. At the same time, had the customer value research mainly concentrates in the direct monetary value. Along with the customer maintenance research as well as the customer relations theory development, the scholar discovered the customer provides for the bank is not merely the profit, the customer indirect value and the non-monetary value is also noticeable to the bank in customer developmental strategy influence. Therefore, this article attempts to construct a set omni-directionally, the multi-stratification planes, the dynamic individual customer lifelong value appraisal target system, thought the bank scientific, appraised reasonably individual customer value provides the reference. The article after establishes individual customer value appraisal target system, extracted the BeiBei some commercial bank's customer to take the sample, examined the target system, and will appraise the result and the present bank customer appraisal result has carried on the contrast analysis, obtained the conclusion was as follows: 1. Pair of individual customer lifelong value research analysis, is advantageous comprehensively to the commercial bank appraises individual customer value accurately. Life-long value includes direct and indirect value. The commercial bank may act according to individual customer in the income contribution and the cost saving aspect historical value and the current value, the latent value which the union customer loyal and the customer grows, the overall evaluation finance supervising and managing policy, the bank product price and the service level to the customer value contribution influence, accurately appraise individual customer value comprehensively.2. Commercial banks should strengthen individual customer value the dynamic management. The indirect value may promote the direct value, the latent value also rotatable becomes the current value; Not only the bank should pay attention to individual customer the direct value, pays attention to its indirect value more and more importantly, specially to latent value excavation; Through to individual customer direct value and the current value management, promotes its indirect value and the latent value realistic value contribution.3. Different type customers must adopt the different marketing strategy and the method. Individual customer value appraisal frame establishes which according to this article, is helpful in the commercial bank in the science, comprehensively, analyzes accurately appraises individual customer value in the foundation, adopts the different marketing strategy and the management in view of the different type customer, the implementation differentiated management and operation measure, the realization sharpens the value creation ability, reduces the cost of operation, perfect customer relations management goal.4. Individual customer loyalties and the growth value to promote individual customer lifelong value to have the important influence. The commercial bank should take the customer relations management highly, through the enhancement finance policy research, the perfect product line, the improvement finance service, optimizes the mesh point layout, raises the customer to manage finances consciousness, enhances measures and so on customer product degree of coverage, promotes individual customer degree of satisfaction and the loyalty, thus promotes individual customer value contribution space.