A Study On Micro-non-loan Customer Relationship Management Strategies In Gansu Branch Of CCB

With the deepening of interest rate marketization reform,the convergence of banking products and the rapid development of Internet finance,the competition among commercial banks is becoming increasingly fierce.How to effectively acquire customer resources,improve customer loyalty and establish a stable-valuable customer relationship has become a key issue for commercial banks to deal with fierce market competition.Micro-non-loan customers are an important part of the customer group of CCB Gansu Branch,which accounts for about half of all corporate institutional customers.Strengthening the management of micro-non-loan customer relationship is of great significance to stabilize the customer base,optimize the customer structure and stabilize deposits.It is an important way for Gansu Branch of CCB to gain the leading position in the regional competition to strengthen the management of micro-non-loan customer relationship according to local conditions.Starting from the practical problems in the management of micro-non-loan customer relationship in Gansu Branch of CCB,the author,on the basis of learning and applying the relevant theoretical knowledge of customer relationship management,analyses the reasons leading to the weak management of micro-non-loan customer relationship,considers the future direction of work,and finds out the goal and clarifies the train of thought.The author reorganizes the micro-non-loan customer relationship management strategy from four aspects: customer identification,customer differentiation,customer interaction and customization services.At the same time,the author puts forward five safeguard measures: renewing customer management concept,improving service capability,strengthening the staff team building,perfecting evaluation and incentive mechanism and optimizing CRM system platform.Through searching,analyzing and proposing solutions to the problems,the author provides guidance and help for the management of micro-non-loan customerrelationship in Gansu Branch of CCB,aiming at promoting the stability and sustainable development of the corporate banking.At the same time,it also hopes to provide reference for similar customer relationship management of other commercial banks.