Research On CRM For High-quality Individual Customers In ABC Gansu Branch

Customer relationship management capability is the key to maintain and improve the competitive power of commercial banks. According to the Pareto law, eighty percent of the profits is from twenty percent of the customers, along with the increasing concentration of social wealth and financial demand, the deflection degree of the traditional Pareto law has become increasingly strident, it has gradually become a reality that ten percent of the customers create ninety percent of the profits. At present, the High-quality individual customers has become the focus of commercial banks’ competition, how to strengthen the relationship marketing and management efficiency has become a priority among priorities of the continued, healthy, effective development of retail banking.This thesis takes the Agricultural Bank branch of Gansu Province as the research object, lists various theories of customer relationship, mainly introduces the business development, the management of High-quality individual customers relationship and service content of the Agricultural Bank branch of Gansu Province. Take100High-quality individual customers whose daily financial assets is above1,0OO,000RMB as the sample, do actual analysis in the method of questionnaire which concerns family life cycle, customer investment situation, immigration status, wealth management style, demand and their evaluation about the customer relationship management ability of the Agricultural Bank branch of Gansu Province. According to the analysis result of questionnaire, the author points out the mainly problem in the High-quality individual customers relationship management of Agricultural Bank branch of Gansu Province:less of locationlized accuracy, incomplete service modes, products scarcity, insufficient innovation capability, lack of ability to satisfy the personalized demands of High-quality individual customers, lack of talent professionals, weak capacity of customer relationship management, incomplete service mechanism of High-quality customers, High-quality customers service organization is not fully paly its role. Moreover, this thesis has taken the experience of High-quality individual customers relationship management from domestic and foreign advanced financial institutions, based on the development situation of the High-quality individual customers relationship management of the Agricultural Bank branch of Gansu Province, introduce countermeasures to enhance the market competitiveness, in order to promote better development of the High-quality individual customer market business of the Agricultural Bank branch of Gansu Province. This thesis also could be taken as reference resource of High-quality individual customers relationship management for the system of agricultural bank and domestic commercial banks.