Research On VIP Customer Relationship Management Of CCB A Branch

With the continuous progress of social economy,the rapid development of domestic financial market,the continuous opening of the banking industry,domestic financial market competition is increasingly fierce.At the same time,with the increasing income of individual and family,the consumption concept and buying behavior gradually mature,the residents ' demand for banks has evolved from single saving and loan demand to diversification and individualized demand.Financial services have become an important part of residents ' services.Based on this background of economic development and residents ' service background,China's banking industry has carried out a series of market-oriented changes.With the rapid growth of national personal wealth,the personal financial business of commercial banks has also been developed rapidly,and personal financial business has become a support business for commercial banks to obtain high returns.Therefore,domestic commercial banks attach great importance to personal financial business,especially to the personal VIP customer business expansion.How to provide quality financial services to individual VIP customers to ensure that they can retain and expand their customers in the fierce competition,and establish a lasting win-win relationship with customers,which is the key to win the competition of commercial banks.How to carry out effective relationship management for individual VIP customers is an important issue with practical significance.For the moment,as the financial products provided by domestic banks do not differ in nature,product differentiation is not obvious,commercial banks need to start from the customer relationship management,to achieve customer segmentation,screening customers,grasp customers,expand customers,through customer relationship management(CRM),the implementation of differentiated marketing customers,Provide differentiated services to ensure the healthy development of commercial banks.As the banking market competition more and more fierce,CCB a branch of personal retail business pressure is increasing,even if equipped with a full line of employees 20% proportion of individual account managers,also can not achieve in place,management orderly customer relationship management model.Based on the practical research object of CCB a branch,this paper adopts four kinds of analytical methods which are unified by theoretical analysis,case study,normative analysis and historical analysis and logical analysis.By combing the existing problems of personal customer relationship management of CCB a branch,the author attaches importance to personal retail business and provides suggestions and opinions for the individual business income-generating ability of CCB branch.Theory with practice,help CCB Branch A personal account manager in-depth understanding of customer management theory,the management of customer rule-based.strengthen CCB a branch of customer relationship management capabilities,is committed to CCB a branch further into customer relationship management typical outlets,in its own construction bank for exemplary promotion.