The Innovation Of Personal Wealth Management Products And Services Of A Commercial Bank Based On Customer Segmentation

With economic development and perfection of financial market system,financial awareness of consumption of Chinese residents gradually increased,asset allocation gradually from single savings to diversification and diversification of consumer demand for commercial bank's personal financial products and services.So for commercial banks,personal financial products market is particularly important,has become a new profit growth point for the Bank of the future.In recent years,the rapid development of Internet banking makes financial products more and more flexible and diverse,the interbank competition become more intense,so to be in the intense competition situation is still in an invincible position in the market of financial products,occupy a certain market share,must be combined with the characteristics of the bank itself,according to the specific needs of customers,improve financial management the products and services of commercial banks the flexibility,diversity and innovation.Due to personal finance customer groups more and more large,different customers have different preferences on the benefits of financial products,product risk,financial products and financial flow channels,commercial banks want to in the future financial products market occupies a space for one person,must carry out surveys of customer satisfaction,and on the basis of the customer more reasonable segmentation combined with the existing marketing platform,and various sales channels,according to the different client layer provide diversified and personalized financial products and financial services,and this process is dynamic,need to be constantly adjusted and improved according to customer feedback.First of all,the concept of financial services,customer satisfaction and customer segmentation is defined,and the relevant theories are analyzed.Based on the analysis of the status quo of A bank financial products and customer management are analyzed,and through the questionnaire on A bank financial products and services,customer satisfaction survey,and the survey results were statistically analyzed according to the results of the analysis,summarizes the A bank financial products and service issues.In A bank personal financial products and service satisfaction questionnaire survey,questionnaires were sent to 1000 customers randomly 5 branches,the analysis from the questionnaire feedback information,individual customers at the A bank financial services overall is not satisfied,from the shape of the index value that the current A bank financial center the location and the environment is very satisfactory,but the new financial channel is slightly less,the Bank of Nanjing should strengthen the new channel safety and speed.From the overall point of view,the "invisible"most of the indicators of scores are more than 3 points,we can see that the Bank of Nanjing financial center and the image of the staff or to allow customers to recognize."Reliability"and "guarantee" of the index value of 3 points or so,A bank personal financial services in these factors have to be strengthened.From the "financial products" quality of this index can be seen in the financial adviser recommend to customers of financial products is not completely suitable for the customer's requirements;in return customers of financial products and rates,customers are not satisfied with the "customer care";from the index can be drawn,provided by the A bank the personal financial service to understand and meet the basic requirements of customers,but also can't meet the needs of individual customers,and did not provide additional services very attractive,to deal with customer complaint is just passable finally,innovation of A bank personal financial products and services is insufficient.In view of the existing problems,it puts forward some suggestions for the financial services of A bank.