Research Of The Management Of Personal Client Relationships Of Xianyang Branch Of Industrial And Commercial Bank Of China

With the development of the modern infonnation technology and the rise of the e-commerce mode,the conventional mode of the banks' personal financing business has failed to cope with the current trend of social development.As one of our nation's shareholding commercial bank,Industrial and Commercial Bank of China(ICBC)has attained rapid development amid the constantly changing markets,with reliance on the constant transformations of ICBC's development concept amid the process of social development and changes and the renewals of its own developmental mode;meanwhile,it has also hinged on the optimization of its own service system,as well as a development strategy of the new era featuring the transformation of the products-oriented service mode to the client-oriented mode.It has been proven by facts that the client-oriented development mode has gradually become a core concept of a market-oriented economic model.Only by constantly optimizing the current management status.With the management of the personal client relationships of Xianyang Branch of ICBC as the research subject and starting from current development status of the management of personal client relationships of the entire banking industry,this Paper conducts an analysis of connotations and characteristics of the management of personal client relationships;meanwhile,in combination with the studies of the customer satisfaction theory,customer loyally theory as well as customer life cycle theory,through the SWOT analysis of Xianyang Branch of ICBC,it analyzes the potential significance of the development of the management of personal customer relationships of Xianyang Branch of ICBC.At the same time,with references to the advanced domestic and overseas research outcomes,it selects the index system of the management of persona customer relationships of Xianyang Branch of ICBC with pertinence,and construed the evaluation system for the management of personal customer relationships of Xianyang Branch of ICBC.Through the analysis of the system,it can be seen that regarding the aspect of information management of the personal clients,Xianyang Branch of ICBC features certain advantages;nevertheless,there still exist some problems in the aspect of the handling of the complaints by personal clients.In comparison,among a multitude of banks,Xianyang Branch of ICBC has much excellence in on-site services and the sanitation of the service networks;however,there is still room for improvements regarding the handling of the comments and complaints by the personal clients.Finally,with regard to the existing problems in the management of personal client relationships of Xianyang Branch of ICBC,this Paper proposes some relevant improvement measures from such four aspects as client management,the maintenance of personal clients,the transformation of personal clients as well as the elevation of client services.It is hoped that they can be of some reference values to the management of personal client relationships of Xianyang Branch of ICBC.