Research On Customer Relationship Management For High-quality Individual Customers Optimization Of Bank Of Lanzhou

With the continuous development and transformation of the banking industry,many financial institutions are facing great competition in the exploitation of high-quality customers.At the same time,in order to stabilize the high-quality customers,various banks have done everything possible to tap the potential value of high-quality customers.As a decisive factor for personal business development,how to effectively expand high-quality customers and conduct sophisticated customer relationship management for high-quality customer groups will determine whether economic efficiency and development capabilities of Bank of Lanzhou can be improved quickly and well.This paper takes Bank of Lanzhou as the research object,sorts out the related concepts and main theories of customer relationship management,and introduces the development status of personal business in detail,the status quo of high-quality customer relationship management and service contents of Bank of Lanzhou.Through questionnaires,350 high-quality customers with financial assets of more than 3 million yuan were obtained to measure the problems in personal high-quality customer relationship management from the perspective of customers.Meanwhile,18 relevant personnel engaged in customer relationship management in Bank of Lanzhou were selected to conduct in-depth interviews one by one to further verify the deficiencies in high-quality customer relationship management from the perspective of employees.Based on the analysis of the questionnaire and interview results,the author points out that there are serious problems in personal high-quality customer relationship management of Bank of Lanzhou,such as unscientific customer access and layering,superficial customer maintenance,and the lack of diversity in products and services.At the same time,this article draws on the customer management experience of developed domestic and international banks,and addresses the shortcomings of Bank of Lanzhou,and proposes from five aspects: high-quality customer access,high-quality customer development,high-quality customer maintenance,high-quality customer rescue,and high-quality customer exit optimization strategies for personal high-quality customer relationship management in banks.Finally,in order to effectively achieve the effect of the optimization strategy,it also proposes safeguard measures at the organizational,institutional,technical,and cultural levels to continuously improve customer satisfaction and loyalty,reduce the rate of high-quality customer churn,and enhance the potential of customers and the competition of bank of Lanzhou.This study is conducive to improving the comprehensive strength of personal business and also to increase the market share of Bank of Lanzhou,and to clarify the decisive role of high-quality customers in the development of the bank.It has a profound guiding effect on the refined management of high-quality customers of Bank of Lanzhou,and also has certain reference and reference significance for other local commercial banks to optimize customer relationship management.