The Exploring Of Relationship Management To Personal Customer In Commercial Bank

Customers are the most valuable resource of bank, personal resource of highgrade client make prominent contribution to the profit of retail banking business. Thescale effect and the radiation effect it brings, has important practical significance,especially for expanding the business market share, optimizing the structure ofcustomer and revenues and maintaining steady profit growth. Therefore, how toattract new customers of high quality, while preventing the loss, is the key problemshould be resolved, which is the most important guarantee for the great marked shareand sustained development. To find the solution, this paper makes mainly a thoroughstudy into the theories and tactics of the personal high-quality customer relationshipmanagement of Chinese state-owned commercial bank.This article first introduces the theory of CRM (Customer RelationshipManagement) and describes the main concept, intention and application. Then,through the analysis of the advanced experience of domestic and foreign commercialbanks in the field, we could find the practical foundation to create the innovativepersonal quality customer service mode. After that, the author makes in-depth analysisinto the deficiency of the current domestic commercial banks in the personal customerrelationship management (PCRM) mechanism and service, the paper points out themain problem that exist in PCRM are: no differentiation strategy, nonstandardcustomer maintenance, lack of internal management and ineffective systemapplication. According to the above problems, I make deep research about how toestablish the innovational PCRM, and puts forward reasonable suggestions. Finally,this thesis analyses the case of the implementation of Hong Du Branch (HDB) ofIndustrial&Commercial Bank of China (ICBC).I analysis its present marketconditions and situation of PCRM, and find its shortcomings and real causes. Throughthe above analysis I use targeted strategies and measures, and the results proved thatthis method is effective to improve the performance of the bank.Integration of the theory with practice, the improvement measureabove-mentioned has realistic guidance meaning for HDB, and it is valuable inpromoting PCRM.