Research On CRM For High-quality Individual Customers In BOC G Branch

The customer is the basis for survival and the source of development for the bank,which is the basis of banking business.The banking competition is directly shown as competition for high-quality customers.The value of client relationship has positive correlation relation with the profits it creates.Individual medium and high-end customers are important profit contribution points in the retail business of commercial bank.The establishment and maintenance of the relationship with these specific customers can bring great value to the bank.Therefore,in order to occupy a dominant position in the fierce scramble for Individual medium and high-end customers of commercial banks,the commercial banks pay the most attention to the medium and high-end individual customers and make the most efforts to retain customers.They strengthen management of medium and high-end individual customers relation step by step in hope of increasing the satisfaction and loyalty of medium and high-end individual customers,increase customer stickiness,and increase customer contribution.It is an important research direction of bank customer relation management to rely on management and service to achieve a win-win situation between the bank and the customer.This paper uses customer relationship management as the main research object,to make analysis of the current service provided for medium and high-end individual customers in the Bank of China G branch combined with theory and practice.It mainly investigates the medium and high-end individual customers relation management condition from the customer composition,asset allocation,product service,satisfaction,customer relationship management and other aspects,to analyze the characteristics of customers.It tries to make a thorough and accurate analysis of the financial needs and customer relationship management of the Bank of China G-branch,and studies the high end individual customer relation management experience and advanced practice of international financial institutions,in order to improve the high-end customer relationship management level of the Bank of China G branch,to provide advice and countermeasures for the Bank of China G branch to achieve better results in the scramble for medium and high-end individual customers.