Research On VIP Customer Relationship Management Optimization Of Changchun Branch Of China Everbright Bank

Everbright Bank Changchun branch was established in 1995,is stationed in Jilin province’s first state-owned holding joint-stock commercial banks,the development trend is good,has become a strong comprehensive competitiveness of banks.At present,in the volatile financial environment,commercial banks increasingly fierce competition situation,China Everbright Bank Changchun branch is facing many challenges,especially facing more severe competition in the VIP customer maintenance and development.From the general customer feedback,Everbright Bank branch Changchun overall standardized service level and service efficiency is good,but the service satisfaction is not high,service behavior is short board Changchun Everbright Bank branch,mainly in customer service quality is not high,the rate of customer complaints increased and so on,and from the customer holdings,VIP the number of customers fell by V,high turnover rate,reduce the per capita account funds exist that China Everbright Bank branch VIP Changchun customer churn phenomenon is more serious,and VIP customer maintenance have not formed a fixed mechanism,these are the existing customer relationship management branch of China Everbright Bank Changchun problem.The reason is that the concept of customer relationship management of China Everbright Bank branch Changchun backward,product competitive advantage,customer service management is not perfect,business process is not reasonable,therefore,to develop effective banking customer relationship management optimization scheme to better maintain the existing VIP customers,mining potential customers VIP,hierarchical management of customers.Strengthen effective communication,to maintain and enhance its competitiveness in the market,is an urgent task for the Changchun branch of China Everbright bank.Everbright Bank Changchun branch should be based on customer demand oriented,dynamic analysis,dynamic management and customer convenience and ease of communication,can be quantified as the principle,"to develop effective programs,through to the VIP customer service concept,service means,service mode,business process and other aspects of the optimization and upgrading,reduce bank operating costs in basic understanding of VIP customer demand and analysis,to meet customer demand,improve customer satisfaction and loyalty,reduce the VIP loss rate of VIP customers,to provide a more rapid and thoughtful services to attract and retain more customers and get VIP VIP,customer lifetime value,so as to ensure that China Everbright Bank Changchun branch to improve the market competitiveness,realize the benign development" as the goal,to optimize the VIP customer relationship management.From the enhancement of VIP customer brand trust,the development of VIP customer value added service programs,improve VIP customer investment returns and other aspects of optimization,to attract new customers.At the same time,the existing VIP customer maintenance program optimization,the establishment of VIP customer flow financial management mechanism,the formation of a fixed VIP customer maintenance mechanism and the implementation of fine VIP customer management work.From the outstanding VIP customer relationship management core business process,build the VIP customer relationship management system of business process,implementation of China Everbright Bank branch Changchun VIP customer relationship management business process optimization and promotion of VIP customer relationship management business process,etc..The key is to optimize the implementation of the program,the Changchun branch of China Everbright Bank should establish a dynamic database data,do a good job in the maintenance and management of the stock of customers,and actively carry out the new target customer marketing,the optimization program implemented.Finally,by improving and perfecting the banking organization structure,create professional VIP customer service team,the integration of VIP customer relationship management information system and other measures to ensure the implementation of VIP branch of China Everbright Bank Changchun customer relationship management optimization.Through the optimization of VIP customer relationship management program,to promote the Changchun branch of China Everbright Bank to improve competitiveness and achieve healthy development.