Research On Personal Customer Relationship Management Of Commercial Banks In The Big Data Era

With the full implementation of China's interest rate marketization,the competition pattern in the financial market is undergoing drastic changes at an unprecedented speed.If commercial banks want to take the leading position in the fierce competition,they must obtain the advantages of capital,resources,human resources and information.As the most valuable resources of banks,customers have a decisive influence on improving the competitiveness of Banks.However,how to make good use of the large amount of customer data and big data thinking to build a new customer relationship management system is a hot research topic at present.After reading the relevant theoretical achievements of CRM at home and abroad,this paper chooses J Commercial Bank as the research object,and uses methods such as literature summary and analysis,field research and combines the theories of big data,CRM and personal CRM of commercial Banks to carry out analysis and research.Based on the work experience in J Commercial Bank and its actual situation,the paper analyzes the status quo of its individual customers from the three aspects of quantity,structure and quality,and summarizes the status quo of its individual customer relationship management from the four aspects of hierarchical standard,allocation and maintenance,dynamic adjustment and risk management.Through to analyze the factors that affect individual customer relationship management,build the evaluation index system of J Commercial Bank individual customer relationship management.After screening and classification,set up the geographical environment,quality of service,product,channel,affective trust and relationship maintenance five basic indexes,used to represent five aspects of customer relationship management,design the J Commercial Bank customer relationship management evaluation questionnaire.The survey data show that the overall evaluation of the respondents is mostly satisfactory,while the proportion of dissatisfied evaluation is next to basic satisfaction,indicating that J Commercial Bank still has a lot of room for improvement in customer relationship management.According to the results of the questionnaire survey,the problems in individual customer relationship management are mainly manifested in the unsatisfactory service quality,unsatisfactory product experience,unsatisfactory advertising effect,and unsatisfactory relationship maintenance.In view of the above problems,new measures of individual customer relationship management of commercial banks in the era of big data are explored,including improving service quality,optimizing product experience,improving advertising effect,and paying more attention to relationship maintenance.It is hoped that these measures can help J Commercial Bank improve its operation and management level and enhance its competitive advantages.