Research On The Personal Finance Based On Customer Relationship Management In Guichun Branch Of The Agricultural Bank Of China

The rapid development of personal financial services business in our country shows that personal finance’s contribution rate to bank continues to increase, so more and more banks attach great importance to it. With the successful listing and continuously in-depth shareholding reform of Agricultural Bank of China, the original operating philosophy, management system and marketing tools cannot keep up with the pace of development of personal financial services business. As the basic operating branch of Agricultural Bank of China, Guichun Subbranch’s personal financial services business is also facing the shackles and constraints of the external economic environment and the internal operating space. How to import effective management strategies and implement feasible solutions is an urgent problem to solve for Guichun Subbranch to develop personal financial services business.Customer relationship management has been gradually valued by enterprises in oreign countries since Gartner Group put forward the concept of CRM first. CRM which has customer-centric concept brought the changes to the enterprise operating except and the improvement of the management system, so the benefits have been significantly improved. At home, with the introduction of CRM theory, some professions which first applied the customer relationship management achieved good results. In the system of the Agricultural Bank of China, the awareness of customer relationship management remains to stay in the surface. According to the current problems in personal financial services business of the Agricultural Bank, the introduction of customer relationship management, marketing ideas and strategic thinking is imperative. Only by deeply implanting the customer relationship management strategy into the operating, can Agricultural Bank of China truly practice the operating philosophy of "Customer as center, and Benefits as goal" According to the operating status of the Guichun subbranch of Agricultural Bank of China, and based on the analysis of personal financial services business to the bank, this thesis proposed an effective way and service compensation measures of introducing customer relationship management to solve the problems in the financial management business, to achieve the goal of improving financial services, meeting customer needs, and increasing customer satisfaction and loyalty, and to make the personal financial services business of Guichun Subbranch develop healthily and rapidly.