Research On Customer Relationship Management Of YC Commercial Banks

With the continuous reform of the financial system and the rapid development of Internet finance,the competition among the banking industry has become increasingly fierce.According to the famous “Pareto” principle,20% of medium-to-high end customers contribute 80% of operating profit to the bank,and the customers are becoming an important customer resource for commercial banks.Banking customer relationship management,as an advanced management concept,has been increasingly valued by commercial banks and gradually used widely.The development of YC Commercial Bank needs to face the local complex economic environment and fierce competition from the same industry.Customer relationship management is not only an important part of its operation and management,but also one of the key means to improve its market competitiveness.However,the customer relationship management of YC Commercial Bank is lagging behind and facing many problems and obstacles.Therefore,it is of great practical significance to carry out the research on customer relationship management of YC Commercial Bank.Based on the analysis of research status from home to abroad and relevant theory of customer relationship management,this paper defines the customers and the content of customer relationship management of YC Commercial Bank,investigates the bank's customer structure and lifetime value,and systematically studies the current situations and existing problems of bank's customer relationship management.The questionnaire was used to investigate the satisfaction and loyalty of the bank's customers in their products and service management,and to find out the main problems in customer relationship management: the customer information collection is not comprehensive,and the system is not fully utilized;lack of customer service segmentation,the target market of customers is unclear;the customer service is limited to the basic content and customer maintenance capacity is insufficient.And on this basis,the measures for customer relationship management with practical operation are proposed: perfect the information of customer relationship management,the system development and application of customer relationship management;establish the member points system and expand the target customer;develop the standards of customer service and improve the strategy of customer service ability;strengthen the team building of customer management,formulate the assessment and incentive standards,and improve the process of customer relationship management.