Research On Personal Customer Relationship Management Of CX Branch JS Bank

In recent years,competition in banking industry has been increasingly intensifying,and customer resources have become the focus of competition among commercial banks in particular.The competition in banking industry is essentially the contention for customer resources which are the cornerstones of banking business,and maintaining high-value customers is an important channel for commercial banks to make profits in their course of development.With the continuous advancement of personal banking business,commercial banks have gradually begun to focus on how to attract customers in a better way and then maintain long-term and effective cooperation with them.Thus,excellent services and scientific personal customer relationship management seem particularly important.Over the past few years,with the unceasing improvement of residents' living standards and the ever-growing personal income,residents' demands for deposit,wealth management,insurance,car purchase and housing keep increasing.Therefore,the personal financial service of banking industry has ushered in a new era of rapid development.In order to seize the opportunity in the fierce competition,develop the personal financial service well and enhance its overall contribution,commercial banks must adhere to customer-centered services,accelerate business transformation,and formulate effective and scientific programs on personal customer relationship management,thus achieving long-term sustainable development.This paper reviews the research status of customer relationship management at home and abroad,introduces the related concepts of personal customer relationship management,and expounds the theoretical basis of customer value theory,customer satisfaction theory and customer loyalty theory of customer relationship management.After that,this paper takes the behavior of CX branch of JS Bank as the research object,analyses the general situation of the bank and the current situation of personal customer relationship management,and then designs an interview outline and questionnaire for personal customer relationship management of CX branch from the perspective of customers,in order to find out the main problems existing in personal customer relationship management of CX branch.Through investigation,analysis and demonstration,four deficiencies of the bank in personal customer relationship management are summarized and analyzed.Based on the analysis of the problems,the improvement scheme of personal customer relationship management in line with the bank is designed from four aspects.This paper hopes that through the design and implementation of the improvement scheme,it can help CX Branch to establish a more perfect customer relationship management system,and help CX Branch to maintain individual customers,enhance customers' value,satisfaction and loyalty,so as to ultimately achieve the purpose of improving the overall performance and market competitiveness of CX Branch.