Research On C Bank's Optimization Strategy For Public Client Relationship Management

As the micro-main body of social economic activities,banks are the intermediary that connects the capital of all economic entities in society.Therefore,the relationship between banks and customers directly affects the performance of banks.Among them,as the focus of banking business,the impact of public customers on the performance of banks is very significant.Therefore,the pros and cons of public customer relationship management is crucial to the bank's profitability.In the new era,traditional bank-customer relationships are challenged,and how to optimize the bank's public customer relationship management system,so that banks can create more value for customers while maintaining profitability is imminent.This thesis takes the customer relationship management in C-bank as the specific research object.Firstly,it summarizes the origin,connotation,related theories and specific processes of customer relationship management.Then,it summarizes the status quo of commercial bank's relationship management with public customers.Next,it expounds the status quo of C-bank's public customer relationship management,pointing out that in the aspect of customer relationship management,there are 5 shortcomings.This thesis points out that to solve the existing problems C Bank needs to focus on reforming organizational structure,personnel training,and improving service awareness and customer risk management and control.The innovation of this thesis is to propose optimization suggestions for public customer relationship management based on actual cases and different characteristics of different customer types.On the practical level,it focuses on the existing problems of C Bank's existing “grasping the big and letting-go of the small”,that is,attaching importance to key customers and ignoring general customers and SME customers.However,with the changes in the new market environment and the tilt of national policies,SMEs are becoming a new business growth point for banks.In view of this,this thesis proposes how to create more value for SME customers.