HXCD Bank VIP Customer Satisfaction Research

HX bank is a national joint-stock commercial bank, was established in1992October. In April28,2002, the bank established a branch in Sichuan Chengdu, namelyHXCD bank, responsible for the whole region of Sichuan business development. HXCDbank was established10years, mainly the development of enterprise customers, thecompany and the plate of small and medium-sized enterprises in the same industryranked in the upper level, in the local market have a certain share.In the current local bank orgnaization numerous, under the situation of intensecompetition, only rely on the enterprise customer a customer type as a whole branchnow and in the future the main pillars of the development strategy is increasinglyshowing insufficient stamina trend. Therefore, the line from the beginning of2008tofocus on the development of personal financial business transformation, hope thatthrough the development of personal financial services to broaden the channels ofrevenue, increase business profits. According to statistics, accounting for less than20%of VIP customers have more than80%of the personal financial business resources,improve the customer satisfaction is very important.HXCD banks in the personal VIP customer service on the shortcomings, so that theline in the huge asset, a high degree of customer contribution for VIP obviously behindindustry. At the same time, the VIP client itself has a customer base base, thediversification of customer needs characteristics, to meet customers personalized needs,in intangible financial services has been recognized by customers, so that customers arewilling to use the service and product, HXCD bank is facing the huge challenge.First of all, this paper introduced the domestic and foreign theoretical research anddomestic and foreign commercial banks on the theory application of practice, from theexternal environment, internal management, strategic positioning analysis of threeaspects of HXCD bank’s present situation, the VIP customer management are discussed,through the questionnaire survey on110VIP of customers investigation and analysis,points out the importance to enhance the VIP customer satisfaction. Secondly, the author because the nature of the work required, in the line of VIPcustomer management with higher authority, in the VIP customer data of first handinformation extraction has a larger advantage. The author uses the network channels tothe VIP customer questionnaire, the effective questionnaire for data processing andanalysis, the correlation analysis method, studied were age, gender, region, products andservices to the customer satisfaction influence.Finally, according to the VIP customer satisfaction status and key success factorsanalysis, puts forward five major VIP customer satisfaction improvementcountermeasure, make the service level of comprehensive promotion. The results of thisstudy on HXCD bank personal financial business development has a positive referenceand draw lessons from action.