Research On The Improving Of Major Customers Management Of ICBC Gansu Branch

In the face of profound changes in the business environment,the competition among banks is becoming increasingly fierce.So,how to expand the customer,how to maintain the customer,how to realize the customer's loyalty and a series of customer management problems is in front of ICBC Gansu branch's managers.Major customer service is the main source of profit for banks.It is of great significance to study the management of large customers.The paper analyzes the current situation of Gansu branch of ICBC,especially the existing problems and its reasons.At present,including ICBC Gansu branch of the existence of large customer management problems: the essence of customer management knowledge is not comprehensive,customer management concept is relatively backward,the customer management lags behind,the lack of high-quality customer manager.The reason for these problems lies in the misunderstanding of customer relationship management,customer relationship management,the complexity of customer information,customer information acquisition and so on.The paper studies the improvement strategy of the large customer management of ICBC Gansu branch.Improve customer management must adhere to this idea: must take the marketing concept and information technology support,active choice to build relationships with customers,actively maintaining customer relationship,customer relationship in time to save.Major customer relationship management improvement from the following aspects: the development and management of customers,customer satisfaction management,customer loyalty management,Customer Churn Management and customer risk management.The development of large customers,the need to actively seek large customers through a variety of ways,the need to convince large customers through effective way,the need to improve the customer manager system.Large customer satisfaction management,the need to reasonably grasp the customer expectations,so that customer perceived value beyond customer expectations,the need to reduce the total cost of the customer.Customer loyalty management,the need to increase customer trust and affection,increase customer switching costs,improve service unique and irreplaceable,strengthen structural relations with clients,with their own loyalty for customer loyalty,avoid customer loss caused by employee turnover.Loss management of large customers,the need to accurately analyze the reasons for the loss of customers,the need to correctly treat the loss of customers,the need to distinguish between different treatment of the loss of customers,the needto take a variety of strategies to restore the loss of customers.The risk management of large customers includes risk prevention,risk aversion,risk transfer,risk dispersion and compensation risk.In this paper,the Gansu branch of ICBC branch major customer management improvement measures to safeguard measures.The implementation of customer management strategy needs to be protected in the following aspects: to improve the quality and loyalty of employees,improve the performance management system,improve the customer relationship management system.