The Customer Relationship Maintenance And Development In Small-sized Commercial Banks

With the ever-changing development of consumer demands for financial services,the network finance derived from the development of the Internet imposes a great impact on the traditional financial industry,thus causing fierce competition in the banking industry.The intensification of the competitive pressure urges commercial banks to pay more attention to the management of customer relations in their daily operation and management.The ability to win customers and manage customer relationships will be the core competitiveness of a commercial bank.Compared with state-owned banks and large commercial Banks,small commercial banks are in a weak position in competition.In particular,there are many bottlenecks in their customer relationship management system,making it difficult for developing and maintaining customers.As a small commercial bank,DS Bank also has such problems including unsound customer relationship management system,customer loss and having difficulties in developing new customers.Therefore,this paper,by studying the customer relationship management system of DS Bank,will discuss the business strategy of DS Bank from the perspective of maintenance and development of customer relationship,so as to provide reference for small commercial banks in China.Based on the theory of customer relationship management in commercial banks,this article incorporates theoretical study into empirical analysis,introduces the major problems encountered by DS Bank concerning the application of customer relationship management system,banking products and bank clerks,as well as analyzes the problems from the perspectives of customer identification,customer demands,customer segmentation and customer satisfaction under the customer relationship management system.As for the management problems of customer relationship,marketing of banking products and bank employees' problems in DS Bank's management tactics,this paper will start with DS's ability of customer relationship management,optimize the process of customer identification to ensure the accuracy of recorded customer information,then put forward new methods for customer segmentation so as to help DS Bank get a sophisticated understanding of its customer value and categories,appropriately use and analyze customers' information,call for attention to customer demands,improve marketing positioning,develop more targeted marketing campaigns and products according to customers' demands to develop new customers or enhance their satisfaction,and finally,establish a talent training system to attract and retain excellent customer managers.It also suggests that private banking departments shall be launched and special service teams shall be established to provide customers with high-quality and comprehensive services,which may help to enhance customer satisfaction and assist DS Bank to develop new customers and maintain existing customers for the development of DS Bank business.