Research On The Improvement Of Retail Customer Relationship Management Of Bank Of China GKY Sub-branch

Since twenty-first Century,China's economy faced rapid economic growth rate.Banks are facing diversifications and challenges.At present,the bank is developing rapidly,the product type is rich and varied,the consumer's choice is also more and more,thus causes the enterprise the market competition day by day intense.Customer relationship management has become the key to win customers and improve market competitiveness.However,there are still many problems in the customer relationship management of most enterprises,resulting in low customer satisfaction,customer loss.The banking industry is more and more international,between the major banks has become increasingly fierce competition,each bank internal management and external service level as the focus of concern,Each big commercial Banks have gradually started to business transformation,from the original approaches to business is given priority to the development direction of transformation for developing retail business,so as to expand customer resources,Each bank is the customer value retail business development.China bank GKY branch was set up in 1996,so far,in the big customer management has accumulated a lot of useful experience,but because of the lack of effective management,the customer management system and strategy to improve,so the potential is very large.Based on this background,this article is based on the understanding of knowledge management of large customer relationship management,combined with the management practice and data of GKY branch of Bank of China,and discusses and studies the theory of large customer relationship management through literature.Contribution of this paper,from the customer and the bank costs as the breakthough point,on the bank of China GKY branch system of assessment of customer relationship management as the center,the discussion and research,for China's Banks GKY branch retail customer contribution to design evaluation index,evaluation index mainly includes the contribution customer revenue contribution,customer consumption,customer cost savings from three aspects.In this paper,the large retail customer contribution on the importance of assessment index comprehensive evaluation and results,based on the customer segmentation contribution to the marketing strategy is put forward.Through the implementation of the index system,increased customer information collection efforts;customer classification analysis,to determine the large customers;to meet the needs of large customer differentiation,cultivate customer loyalty;transformation and differentiation of non-large customers.The research of this paper has important theoretical and practical significance to improve the relationship between customer relationship management and customer satisfaction of GKY branch of Bank of China.