Research On Optimization Of Vip Customer Relationship Management In Hangzhou L Branch Of Agricultural Bank Of China

VIP customer is the most crucial resource for the operation and development of commercial banks.Good management model of VIP customer relationship is fundamental for retaining VIP customers,and major banks hold continuous optimization of VIP customer relationship management as their inevitable choice to serve the purpose of survival and development.Based on research and application on customer relationship management(CRM)at domestic and foreign commercial banks,the article applies theoretical knowledge such as internal resource integration,process optimization,customer value segmentation and performance optimization in CRM theories,compares VIP customer relationship management models in the industry,analyzes VIP customer scale,customer structure,customer allocation,customer system and customer mechanism at L sub-branch,finds out four problems in its VIP customer relationship management model,proposes directions for improvements and further demonstrates such directions through cases.Through theoretical and experiential search and case comparison,the article concludes four factors that affect CRM models,namely,standard marketing process management,good customer management team building,well-established internal appraisal mechanism and professional information technology system,and finds out problems based on the four factors and proposes suggestions to improve L sub-branch's VIP customer relationship management model,which has a high application value.Other banks also face problems found in L sub-branch's VIP customer relationship management model.Therefore,the article's research findings can serve as a reference for other sub-branches of Agricultural Bank of China and other primary sub-branches of state-owned banks.