Research On Improvement Of A Bank Retail Customer Relationship Management Based On CRM System

In recent years,with the application of Internet technology in the financial field,the financial environment has undergone great changes,and traditional banks have been greatly affected by Internet finance.At the same time,banks’ cross-regional operations,interest rate liberalization,homogenization of products,diversification of customer demands,and increasingly serious financial supervision have led to serious bank customer losses,increased operating costs,and reduced profit margins,and are facing more fierce competition.The customer is God.This is the same truth as ever for ordinary companies and banks.In a complex financial environment,the homogeneity of products and services exacerbates competition among peers.The “product-centric” seller market has become history.In the future development,whoever wins customers and gets customers The favor of the people,who will win in the competition,especially for banks,operating risk and reputation of the organization,customer satisfaction and word of mouth is particularly important.Therefore,the future development should focus more on customers and “customer-centric” development of product innovation and customized services to meet the needs of different customers.However,due to cost control,not all customers are our target customers,how to effectively identify customers,how to hierarchically manage existing customers,and how to more specifically provide customers with "one to one" The service is the key to bank fine management and customer loyalty.Therefore,effective implementation of customer relationship management is imminent.This paper takes Bank A as the research object,combines the relevant theory and advanced experience of customer relationship management,analyzes the current situation of its customer relationship management,and finds that A bank’s current customer relationship management has many problems: Inefficient customers accounted for a relatively high proportion,the retail customer manager team was incomplete,the ownership management of new and old customers was rather confusing,the maintenance and management of customers was hierarchical,and the technology support role was weak;In view of the above issues,with the introduction of the CRM system,it is feasible to improve the construction of the retail team and the improvement of the management system,the customer’s way of expansion and follow-up maintenance,the distribution and management of retail customers,the improvement of network efficiency,and the analysis of customer managers.Sexual advice,improve A bank’s customer management level,reduce operating costs,thus raising the core competitiveness of A Bank.