Research On The Personal Customer Relationship Management Of Taiyuan F Branch Of Agricultural Bank Of China

With the sustained opening of the financial market and the sustained deepening of the reform of financial system continued in China,the control of banking industry from Chinese government is increasingly relaxed, and the number of banks including city commercial banks and rural banks is sharply increasing. The market competition of banking becomes more and more fierce now, and the banking service in China has entered into a buyer’s market that takes the customer as leading. In the buyer’s market situation, the customer-centric and creating value for the customer are the survival of the enterprise and the theory core of customer relationship management. Now the bank has regarded the customer as the core asset and the most important business resource, and the bank basically established the customer relationship management system of customer centered.In this paper, I set Taiyuan F branch of Agricultural Bank of China as the research object, and briefly introduces the business development process and current situation of the personal customer relationship management in Taiyuan F branch of Agricultural Bank of China, including customer status analysis, system implementation, and the usage of CFE(operational customer relationship management system) and PCRM(analysis customer relationship management system). On the basis of these introductions, I use questionnaire of "satisfaction or dissatisfaction" to measure the satisfaction degree of customers on the products and services provided by Taiyuan F branch of Agricultural Bank of China. Based on the data from the questionnaire survey,and combined with the internal management data of Taiyuan F branch ofAgricultural Bank of China, I analyze the implementation of the personal customer relationship management in Agricultural Bank of China in detail.On the basis of the above analysis, I point out some problems of Taiyuan F branch of Agricultural Bank of China in the understanding of customer relationship management, implementation of customer relationship management system, human resource allocation, customer relationship management information system, and customer segmentation service based on customer value theory. In order to solve these problems, I provide a certain reference for Taiyuan F branch of Agricultural Bank of China to optimize their personal customer relationship management in fields of business philosophy, management system, human resources, business processes, information systems, the marketing strategies a rounding customer loyalty and increasing customer maintenance to improve customer satisfaction.