Research On Customer Relationship Management Of Retail Business In J Sub-branch Of Agricultural Bank Of China

With the development of social economy,the opening of financial market,the growth of residents' wealth and the expansion of financial assets,residents' individuals and families have gradually become the main body of social wealth,and the operation situation of traditional commercial banks is undergoing complex changes.Faced with increasingly fierce competition,commercial banks have gradually realized the importance of customer relationship management in retail business for individual customers.However,the severe challenges brought by internet financial shocks,interest rate marketization and financial disintermediation force commercial banks to face the problems of product and service homogenization,customer relationship management and so on,in order to achieve customer retention and customer quality improvement.Based on the knowledge of management,finance,marketing and other disciplines,this paper reviews and combs the research literature published in recent years on the theme of "retail business(management)","customer relationship management of commercial banks","customer relationship management of retail business of commercial banks".It takes customer relationship management of retail business of J Branch of Agricultural Bank as the research object and studies agriculture.The general situation of the retail business of Bank J Branch,the current situation of personal customer relationship management and the internal and external environment are introduced.Through satisfaction questionnaire,in-depth interviews and other means,combined with internal and external data and realistic analysis,this paper points out the problems and causes of customer relationship management of J Branch of Agricultural Bank of China,such as high loss rate,low contribution,and declining satisfaction.According to the existing problems,this paper puts forward feasible improvement countermeasures,including: defining the customer maintenance management mechanism,strengthening the construction of customer information management,precise customer marketing strategy,etc.,in order to establish the customer relationship management system of retail business,and formulate safeguard measures from the aspects of organizational structure optimization,human resources allocation,scientific evaluation system,etc.The improvement measures and safeguard measures proposed in this paper are of great significance to strengthen thecustomer relationship management of the retail business of Agricultural Bank J Branch,and provide a reference for other banks to strengthen the customer relationship management of the retail business.