A Bank Customer Management Strategy And Implementation Analysis

After completing the stock system's transformation in China ,the governing structure of the Nation-owned Commercial banks is consummating day by day, the risking control of which is strengthening gradually, and the operating pressure of which is also emerging much more. Along with the opening of financial industry, the operating and managing environment of the Nation-owned Commercial banks is facing a series of changes, the marketing competition is more fierce, and the Macro-Manipulation,the marketing of interes-rate,and the disintermediation are affecting commercial bank's management and their clients'operation profoundly more and more, and so on. How to develop and maintain their customers in the process of the Nation-owned Commercial banks serving for the customers, to find the profiting origination, to meet the customer need, and to realize double wins is an important topic for the commercial banks'operation and management.This article begins with the customer strategy adjustment of"A"bank presently, and elaborates the practical significance which the commercial bank operates customer and take them as the center through using the related marketing theory. This article, encompassing customer management, through analyzing the product, the channel,the function and influence of the correlated personnel's in entire management process , in detail expounds that the commercial bank customer management must set up the whole staff consciousness, the flow consciousness, the value consciousness, and unceasingly knows the customer from the entire process of using the information technology to meet the customer need and dig the new demand, and establishes and preserves the long-term good customer relations, so that they can realize the goal that the commercial bank manages. This article emphatically analyzes customer operating condition of A bank in the organization construction, the customer management, the customer manager-system having made, the retailing channel's construction, and the product innovation aspect, then thoroughly elaborates influences and functions of these aspects to the customer operation and management. According to my working practice, the article analyzes some questions which exists in the current commercial banks'customer management, like customer-manager abuse, proposes the corresponding measure, and makes the analysis and judgment to the customer management tendency for the future in order to instruct the practical work.This paper contains seven parts.First part is Introduction, which puts forward the background of the paper. It mainly introduces the operating history of A bank ,and expounds the changing process of customer management notion in the first part. In the second part, it mainly introduces the connotation and significance of customer operation, clears the character and customer value of it. In the third part, it analyses the external factors one by one , including Macro-Manipulation, the marketization of interest-rate,the disintermediation and the entry of foreign banks, which influence customer management of business bank. In the fourth part, we explores the customer management strategy of A bank in detail. In the fifth part, we analyzes the problems and put forward solutions to them, caused by effective use of customer information,customer information protection and drawbacks of customer manager. In the sixth part, through the analyses of the A bank's customer operating trend ,the paper puts forward the solutions to future operating in the ways of cultivating customers,choosing potential customers to get coaching, raising the loyalty of customers in the process of acquainting and seeking for the market. Customer operation and management is the core question of business bank operating. Because of the tendency of homogenization, the measure of attracting and retaining customers is focus on avoiding seeking for customers regardless of cost in the process of supplying products and service for customers. What business banks pursuing all the time is grasping the needs of customers, integrating resources of products, forming efficient and good-quality flow, reducing risk and trying to maintain good customers'relationships.