Research On Personal Financial Customer Relationship Management Of Jiangsu Bank A Sub-branch

The service concept of "customer-centered" focuses on improving the relationship between banks and customers,improving customer experience and satisfaction,and then improving customer loyalty to banks.On the one hand,with the further deepening of interest rate marketization reform,the interest margin of traditional bank deposit and loan business has been squeezed,and the profit space has been compressed.Intermediate business,one of the important channels of bank profit sources,has gradually been paid attention to by banks,and has become a key business development project.Personal financial management business,which accounts for the largest proportion of intermediary business,is particularly evident.On the other hand,with the booming demand of personal wealth management in China,personal financial services have become an important business segment for the competition of major comprehensive banks.With the rapid development of Internet finance,the existing business of banks has not only been greatly impacted,but also the relationship between banks and customers has changed in an all-round way,which brings challenges and opportunities to the personal financial customer relationship management of banks.In this context,it is of great significance for the maintenance of personal financial customer relationship in banks to achieve efficient management of personal financial customer relationship and improve customer satisfaction and loyaltyThis paper focuses on customer relationship management and related issues of personal finance in A branch of Bank of China.First,collect a large number of domestic and foreign literature,analyze the concepts of customer relationship management,personal financial customers and bank customer relationship management.Based on the theory of relationship marketing,customer value theory,customer life cycle theory,customer satisfaction and loyalty,this paper provides a theoretical basis for the research of personal financial management of customer relationship management of A branch support.Secondly,the bank A branch case is introduced to introduce the basic situation of the bank and A sub branch,and introduce and analyze the current situation of the personal financial services business of the A sub branch,the status of personal financial customers and the personal financial management of customer relationship.Analyzing related data and refining related problems,through field investigation and analysis,we find that A branch of Bank of China has problems such as low customer information and single access channel,imperfect customer service subdivision,marketing strategy centered mainly on products,insufficient customer maintenance ability,serious loss,and low proportion of high value personal financial customers.In view of the existing problems,this paper draws the following reasons:insufficient attention to personal financial customer relationship management,lack of favorable system support,lack of sufficient professional personnel,and weak differentiation of customer service modes.Finally,based on the conclusion of the above research,this paper proposes countermeasures to improve the level of customer relationship management of personal finance of A branch of Bank of China.This paper improves the proportion of high-value customers from the aspects of network layout and customer service process,strengthens customer information management from the aspects of system real and continuous information input and rational use of specialized tools,establishes customer-oriented product services from customer segmentation,understanding customer real needs,paying attention to and enriching financial products,and improves the professional level of financial managers.The four dimensions,such as improving and perfecting the incentive and restraint mechanism,improving customer's maintenance ability,and so on,put forward rationalization proposals for improving the personal financial management of customer relationship management of A branch of Bank of China.