Research On CRM Of High Value Customer In Xiamen Branch Of BEA

In modern society, financial management has become an important way of public participation in investment. Through the financial management, not only can effectively improve the efficiency of the use of funds, but also to create a significant economic income. Especially in the condition of the increasing income level of domestic residents, the financial business has been rapid development. Is to see the residents income is increasing, with strong financial needs, many banks actively develop the personal financial management business, the business to carry out effectively broaden the scope of business of the bank, for the bank created huge economic benefits. As a result, many banks in the development process has greatly promoted the promotion of personal financial services, and take a positive approach to attract customers, such as customer relationship management, etc., to ensure that the business can be developed by leaps and bounds. In the customer relationship management, many banks have achieved some success, but there are still some problems, so that the bank's personal financial customers can not be sustained. This paper to the Bank of East Asia, Xiamen Branch personal finance high-end customers relationship management as the research object, introduces the theory of customer relationship management(CRM), and analysis of East Asia bank personal finance high-end customer relationship management present situation, pointed out the problems existing in the Bank of East Asia, personal finance high-end customer relationship management, to drawing on the experience of foreign bank personal finance high-end customer relationship management based on proposed for countermeasures, and construct the corresponding personal finance high-end customers relationship management system, in order to improve the Bank of East Asia, Xiamen Branch personal finance high-end customer relationship management level.Based on the research aspects of the Bank of East Asia, Xiamen branch of personal finance high-end customer relationship management, using interviews and questionnaires method was studied, analyzed the Bank of East Asia, Xiamen branch of personal finance high-end customer relationship management status and problems, these problems are : service model is not perfect, less professional services, the low level of product innovation, system information update behind. To solve these problems, this article from customer management and customer relationship management system to improve the implementation of policies to protect these areas put forward the corresponding countermeasures. Difficulties of this paper is to study two aspects, one is personal finance high-end customer research to understand their specific circumstances; on the other hand to be able to fully integrate the specific circumstances of the Bank of East Asia, development strategy and external financial environment, market demand, propose targeted strategy.