Research On Optimization Of Personal Customer Relationship Management Of J Bank Z Branch

With the development and improvement of our financial system,and the growing wealth of households,the situation of the "one-ruled world" of the four state-owned banks in China's banking industry is no longer in existence.Competition among commercial banks is heating up,the time has come for customers to choose their own banks.For commercial banks,customer is the most important resource in the business development.Customer relationship management is to influence customer behavior through convenient,effective communication and appropriate and considerate financial products and services.Finally achieve customer acquisition,customer retention,customer loyalty and customer benefit.In the process,how to attach importance to take the customer as the center,and to reduce the cost of management,to achieve maximum customer returns to meet customer and bank "win-win" situation is the banks have been the pursuit of goals.Compared with the management of the advanced foreign banks,the customer relationship management of China's commercial banks is slightly inferior and is in the stage of continuous exploration and improvement."J bank Z branch personal customer relationship management research" is an application basic research aimed at customer relationship management.It is a subject which has both theoretical value and practical significance.In order to prepare for Z J bank customer relationship management research of private client manager,first home and abroad to further study of the development of the theory of customer relationship management of commercial bank,including involves the theory of relationship marketing,customer value theory,the "4Cs" marketing,case analysis laid the theoretical foundation for the next step.Second,fully understand the Z J bank,development course and current situation of management of market share,combined with the actual situation,found in the personal problems in customer relationship management(CRM)and seek to optimize the train of thought.Finally,on the basis of the above optimization principles and ideas,this paper puts forward the specific measures of optimizing and perfecting the system of the private customer relationship management system of J bank Z branch.The subject of the study not only enriches the Z J bank branches of personal customer relationship management work content,but also to promote the development of the individual business,promote the competitiveness of the commercial bank provides reference opinions.This paper mainly adopts the methods of investigation,qualitative analysis,literature research and case study.Based on the research data and practice investigation,the paper puts forward the viewpoint,conducts research and finally puts forward the system report by understanding and analyzing the Z branch of J bank and the market situation.