The Customer Relationship Management Of High Net Wealth Clients On The Perspective Of Wealth Management

Along with the steady development of our country economy, the number and property scale of the wealthy class of our country is increasing. According to the 2014 China Regal Class Investment Report, in the end of 2013, the size of the investment of more than ￥ 10,000,000 of high net worth of people has more than 1,050,000 and high net worth clients become the important customer group of wealth management institution especially financial institution in mainland China. For such a huge market which has a great potential for development of high net worth clients, It is necessary to conduct wealth management business for high net worth clients a comprehensive and thorough study of customer relationship management (CRM).This thesis makes a detailed study of the topic based on the above background. Firstly, the thesis introduces the related research at home and abroad, analyses the latest research results on customer relationship management, and has carried on the outline to the related concepts and theories to lay a theoretical basis for the research of this paper. Secondly, it analyzes the current situation of high net worth customer, the market segmentation and the preference of wealth management from the macro. And this paper introduces the present situation of customer relationship management in high net worth clients in our country. Again, from the perspective of financial institutions to carry out wealth management business, the paper analyzes the high net customer relationship management in the wealth management business development process from the meso-level. This part not only analyzes the significance of CRM in wealth management, but also constructs the model of high net worth customer relationship management. At last, taking the concrete application of XX trust company as an example, the status quo of customer relationship management is analyzed from the micro level. Through the case analysis, we can find that there are still some problems, such as high net worth clients management maintenance mode requires the effective application of the revolution, science and technology information system requires tapping, the value-added service brand effect has not yet formed and customer maintenance personnel’s quality and training has to be strengthened and so on. In order to solve these problems, we can take the following ways:establishing a suitable customer management model for high net worth, building a perfect customer relationship system with customer line strategy, promoting the application of information systems and statistics, wining market share from product innovation and improving the quality of customer service staff.