A Study On Retail Customer Relationship Management Of G Bank Jiangsu Branch

With the full implementation of the interest rate liberalization, the openness of domestic financial market is being increased; the competition of the banks is also being enhanced in China. G Bank desiderates to establish a "customer-centric" business management concept to build an effective relationship management system to individual customers, thus achieve the maximum effectiveness of the bank.Firstly this thesis elaborates the background, purpose and significance, summarizes theories and literatures related to customer relationship management, describes characteristic and current development of the G Bank Jiangsu Branch retail business, and illustrates significant effect of customer relationship management in occupying market share and enhancing customer quality for banks.Then this thesis analyses present situation of the individual customer relationship management of G Bank Jiangsu Branch. It detailed lists main problems when doing individual customer relationship management in three aspects of positioning and system construction, customer relationship building and CRM system.Finally this thesis aims finding out problems of G Bank Jiangsu Branch individual customer relationship management in the aspects of development target location and customer-centric concept and team construction, customer acquisition and maintenance and value mining, defects of CRM system and deficiency of new module. Then this thesis bases on the relevant theoretical knowledge of customer relationship management and advanced management experience, the situations and characteristics of retail business of G Bank Jiangsu Branch, puts forward the basic ideas and improving strategies to these existing problems totally in three chapters.