Research On The Optimization Of Personal Customer Relationship Management In X Branch Of CCB

In recent years,Internet finance has maintained a rapid development trend,and cross-border competition has intensified.At the same time,the reform of interest rate marketization has been deepened,and the impact of increasing homogenization of banks on bank operation has also been increasing.Commercial banks need to overcome more and more difficulties in order to gain market co mpetitive advantage.Under such market changes,commercial banks need to expand their own profit access channels b y vigorousl y developing retail business.In terms of development mode and business strategy,more commercial banks tend to create customer ben efits rather than traditional scale benefits.How to effectivel y obtain customer resources,enhance customer stickiness,and establish a long-term profitable personal customer relationship has become a problem that commercial banks must face in the fierce market competition environment.Based on the basic situation of X branch of China Construction Bank,this paper anal yzes the changes of external environment,opportunities and challenges of personal customer relationship management,and anal yzes the existing problems of personal customer relationship management of X branch of China Construction Bank b y means of issuing questionnaires and reviewing s ystem data.Based on the problems existing in the personal customer relationship management of X branch of Chi na Construction Bank,such as the failure to respond to customer demand in time,the lack of customer marketing abilit y,the lack of high-end customer maintenance abilit y,the loss of a large number of long tail customers,this paper anal yzes the problems,and puts forward that the insufficient attention to the development of retail business and personnel training,the lack of s ystem application tools and the imperfect customer relationship management system are the causes important reasons for the above pr oblems.Based on the above problems,this paper puts forward the optimization objectives and principles of X branch’s personal customer relationship management,vigorousl y promotes the retail priorit y strategy,improves the digital operation abilit y,borro ws financial technology,strengthens the application of tools,and strengthens customers b y combining the relevant theories of customer relationship management and drawing lessons from the innovation and practice of other domestic and foreign commercial ba nks in personal customer relationship management service experience,improve customer satisfaction and other optimization strategies.In view of the optimization objectives and strategies,the paper puts forward three guarantee measures: talents,informati on technology and s ystem.The solution proposed in this paper has strong guidance and operability for X branch of CCB,which can help its personal customer relationship management level to further improve,and also provide reference and inspiration for oth er banks in strengthening personal customer relationship management.