Research On Customer Relation Management Optimization Of SPDB Luoyang Branch

With the further development of financial disintermediation and interest rate marketization, and the intense competition of Internet finance and third party payment, the financial market environment has changed greatly. The era of the bank traditionally relying on the interest margin to obtain profits has already passed. Commercial banks should not only face the impact of Internet finance, but also face increasingly fierce competition among peers. With the change of financial market environment, banks rely on the traditional interest differential as the main source is no longer adapt to the new macroeconomic environment, customer resources has become the most important banking resources, banks have to transform the business from product competition into customer competition, they generally put forward customer-centric service concept. Customer relationship management has become the best tool for banks in the bank's customer transformation.This paper takes the customer relationship management of L branch of Shanghai Pudong Development Bank as the research object. The paper analyzes the present situation and existing problems of the customer relationship management of the L branch of Shanghai Pudong Development Bank, analyzes the causes of the existing problems, and then puts forward the suggestions for the development of L branch of Shanghai Pudong Development Bank from the aspects of customers, products, management, technology and team building. Finally, the paper puts forward the suggestions on how to evaluate the effect of the optimization plan from the aspects of bank top-level, organization system, management strategy and personnel structure.The study found that, although the L branch of Shanghai Pudong Development Bank has been actively explored in customer relationship management and accumulated a lot of customer relationship management experience, the application effect of customer relationship management in L branch still needs to be improved because of the lack of physical customer relationship management. Therefore, this study proposes the following aspects: from precise customer segmentation, matching targeted product and service plan, construction of customer view and technology-based marketing, hierarchical classification management strategy, and improvement of customer relationship management assessment and incentive mechanism. At the same time, the paper puts forward the guarantee measures of the customer relationship management optimization scheme based on the bank high-level, organization system, management strategy and personnel structure.