Customer Relationship Management Of Bank Z Taizhou Branch

With the internationalization of finance and the increasing development of financial big data,economic growth tends to slow down,the introduction of deposit insurance system and the promotion of interest rate marketization have several impacts.As a seemingly lucrative and hot financial industry at present,it will face many challenges in the future.At present,the banking market is dominated by state-owned commercial banks and small and medium-sized commercial banks.Scale effect is no longer the main factor.Customers become the most important commercial resources of banks.How to have a perfect customer strategy,establish long-term stable customer relationship and further tap the benefits of customer resources has become an important topic in China's banking industry.Customers are the core resources of modern commercial banks.Only by in-depth analysis of the practical significance of customer relationship management,can good customer relationship management better realize the "win-win'' of bank and customer value interests.This paper takes the customer relationship management of bank z as the background,based on the customer's life cycle and relationship management theory,customer satisfaction and loyalty theory,and uses inductive analysis,literature research,comparative analysis and other methods to make analysis and research.combined with specific conditions,it makes further systematic research on the customer relationship management of bank z,finds out the main problems and analyzes the potential reasons.on this basis,it puts forward the opinions and suggestions on strengthening the customer relationship management of bank z.In the process of research,the knowledge principles of finance,management and other disciplines were applied,the methods of literature research and comparative analysis were adopted,and the qualitative analysis method was adopted for the existing problems.The study found that many problems appeared in the customer relationship management of Taizhou branch of bank z,mainly including:one-sided pursuit of surface services,single performance appraisal,unscientific customer segmentation,unclear job responsibilities of personnel,etc.The reasons for these problems are:the concept of customer relationship management has not penetrated into the consciousness of all employees,the retail business has received less attention,and the potential value in customer value has not been effectively identified.Finally,on this basis,this paper holds that:bank z Taizhou branch's countermeasures to improve customer management mainly include the following aspects:improving the development and utilization of customer relationship management,enhancing customer satisfaction,increasing customer relationship life,developing upward sales to improve customer potential,and enhancing customer satisfaction through value-added services;Strengthen the management of lost customers,and retain customers through customer promotion and binding of customer relations.The performance appraisal should reflect the orientation of customer relationship management,realize the hierarchical management of customer relationship management,and further clarify the responsibilities of relevant personnel in customer relationship management.