Research On Customer Loss Management Strategy Of Retail Business Of Bank A Branch B

In recent years,with the acceleration of interest rate liberalization,the rise of Internet finance and the strengthening of financial regulation,commercial Banks are facing increasingly fierce competition,especially for retail customers.At present,the customer churn rate in commercial Banks is increasing year by year,which hinders the healthy development of Banks.Based on the retail business of commercial bank,customer churn,customer relationship management,and other related theory to comb,with A bank B branch as the research object,based on empirical data and related data,the investigation and study,contrast analysis,statistical analysis and other research methods,the retail business of A bank B branch customer churn management strategy,intensive research and analysis.Firstly,this paper briefly analyzes the research background and significance of customer churn in retail business of Banks,systematically analyzes the research status at home and abroad,and constructs the structure and system of this paper.Secondly,it defines and analyzes the theory of personal retail business and customer loss of Banks.Taking bank B branch as an example,it studies its retail business and the current situation of customer loss of retail business by means of questionnaire survey and case analysis.Insufficient customer loyalty;Competition between different Banks;Customer management is not in place and other factors,is the main cause of customer loss.Finally,the study found that retaining an old customer and improving its loyalty was more valuable to the bank than winning new customers.In view of the limitations of customer management of bank A and bank B branch,differences in understanding of customer value,single retention strategies,etc.,this paper proposes improvement strategies from four aspects,namely,improving customer satisfaction,attaching importance to customer relationship management,launching cross-selling products,and building A good corporate culture.In view of the problem of customer loss of bank A and branch B,in-depth analysis is carried out to explore the feasibility of customer retention,and relevant measures are formulated with A definite aim.