Research On The Optimization Of Personal Customer Relationship Management In Jinjiang Branch Of Bank A

With the opening of financial market in our country,the level of Internet technology continues to improve,innovation policy on the development of banking industry,as well as the country in recent years,Chinese bank service industry has gradually become the customer-oriented buyer's market,taking Jinjiang city as an example,the city of Jinjiang as the national hundred counties,the annual production area the total value of 174 billion 424 million yuan,up 7.8% over the previous year,the total accounted for the province's Quanzhou City,6.1% and 26.2%.The rapid development of economy and the improvement of people's income,spawned a large middle class affluent population,with the continuous development of market economy,at the same time,Quanzhou area has become a national financial reform pilot area,demand for financial products and services are becoming more and more diversified and differentiated,the vigorous development of the financial market,attracted many banks have settled the banking industry,increasing competition,competition pattern has gradually shift from product sales solely for comprehensive customer relationship management,A bank as one of the four major domestic banks,because of the innate brand advantage,has always been to customers to maintain enough attention,actively develop new customers in marketing at the same time,there have been good or the potential loss of customers,resulting in a huge cost waste,currently A bank customer maintenance level is still unable to compete with most other commercial banks,It is difficult to cope with the emerging financial services enterprises.This paper takes A Bank branch in Jinjiang city as the research object(hereinafter referred to as the A branch),introduced the A branch of the current business development situation,the status of personal customer relationship management,including the current situation analysis,implementation of the system of customer relationship management system,the use of OCRM,using the method of questionnaire,investigation of customers the A bank of the financial service satisfaction,combined with the data of internal management of A bank,to investigate the status of personal customer relationship management of the bank,to find out the problems in the process of customer relationship management,with analysis of the problem.Based on the results of the survey analysis on the combination of theory and practice,using the related research methods,for your current situation of A bank of personal customer relationship management,the existing problems in the management process analysis,customer segmentation optimization,customer loyalty management,customer churn and customer relationship management,training etc.of A bank current actual and practical significance of customer relationship management optimization scheme.According to the research of this paper,the corresponding measures are put forward according to the optimization plan and the actual situation of A bank,so as to provide some reference for the A bank to improve its personal relationship management.