Research On Customer Relationship Management Strategy Of Personal Finance Business Of Bank X

With the development of national economy and the continuous improvement of residents' income level,more and more investable funds are in the hands of ordinary people,and the interest rate of savings deposits continues to decline,peopled awareness and willingness to invest in financial management has begun to increase.However,due to the fluctuation of stock market,default of bond market,restriction of real estate purchase and frequent thunderstorms of P2P,people have less channels to invest independently.Therefore,and more and more people choose to invest in the personal financial products of banks,giving rise to the total scale of personal financial services of commercial banks.Base on the experience of foreign banks,personal finance business is an important part of their business and an important source of their profits,accounting for more than 30%of their total incomes.However,for China's commercial banks,the proportion of financial management business in the total income of banks is relatively low,and there is still much room for development.Worse still,the increased competition makes the homogeneity of products and services more prominent—that is,the design of financial products,sales channels,promotion methods,and other aspects of commercial banks have become increasingly convergent.so that the profit model and profit level are gradually similar.In this context,As such,it is necessary for commercial banks to look into the characteristics and potential needs of different types of consumers and to design a set of effective customer management strategies to achieve customer satisfaction.This paper takes X Bank's personal finance business as the research object,using the relevant literature of customer value,customer retention and customer satisfaction as the guidance,to analyze the customer relationship management strategies of X Bank's personal finance business.First,this paper combs the current situation of X Bank's personal finance business customer relationship management,and finds that X Bank will select customers according to the amount of customer assets.Households are divided into three levels:high-end,middle-end and low-end customers.However,customers at each asset level do not enjoy the services that correspond to the characteristics and needs of customers at that level.Secondly,through the analysis of demographic characteristics of different levels of customers,as well as their characteristics and needs of purchasing financial products,this paper proposes a targeted hierarchical management strategy.Finally,the paper proposes the safeguard measures for the implementation of customer relationship management strategy of personal finance business to further ensure the smooth implementation of customer relationship management strategy of bank X.