Research On The Customer Relationship Management Of The Retail Business Of PA Bank

In recent years, relying on the PA group comprehensive financial platform, the PA bank has potential changes, accelerate the adjustment of business structure and the innovation of business model, the PA bank has determined to make the development strategy that is "new finance of the age of the Internet", and has formed a mature business model that is "financial specialization, intensive, comprehensive financial and Internet financial". The four-wheel drive of this company has made substantial progress which is business, retail, trade and the investment bank. However, the retail business specific deficiencies still exist in the process of development; especially the problems exist in the customer relationship management (CRM), and it always restricts the development of PA bank retail businessTherefore, we make the customer relationship management of the PA bank retail business as the research object. First of all, we use PEST analysis and SWOT analysis to make deeper analysis on the customer relationship management of the PA bank retail business. We find the advantages of PA bank customer relationship management are:excellent customer base, big retail division system reform, and "Internet +"financial business model; the deficiencies are:the organization is not harmonious; high-end customer service does not reach the designated position; customer segmentation work is not careful and other problems. Secondly, we put forward the strategy choice based on the analysis of customer relationship management. Finally, we combine the current market environment with external threats and opportunities to put forward the strategic development direction for the PA bank retail business, we make some suggestions that the PA bank should change the management mode, strengthen the team construction, make the customer scientific layer and make continued financial innovation. Based this paper we expect to provide the beneficial help to PA bank retail business customer relationship management, and looking forward to push the PA bank sustained and healthy development of the retail business.