Research On The Improvements Of Customer Relationship Management Of J Bank Beijing Private Bank

With the continuous improvement of market openness,China's economy has developed at a high speed,and the high net worth population in China has also shown explosive growth,and the demand for private banking business of these groups is also increasing.Although private banks have developed for hundreds of years abroad,they are still at the initial stage in China.All commercial banks hope to take the lead in this resource-rich and competitive market.Among them,the customers of private banks are the core of private banking business.How to provide more perfect financial and nonfinancial services for customers and increase the stickiness between customers and their own banks is a problem that every commercial bank should consider.Taking the Beijing Branch of J Bank,one of the first commercial banks to develop private banking business in China,as the research object,and based on the theory of customer relationship management and advanced customer relationship management strategies of private banks,this paper discusses the following problems existing in the customer relationship management of J Bank Beijing Private Bank: customer relationship management mode needs to be adjusted,customer relationship management mode is not fine enough,customer service homogeneity is serious,the professional competence of front-line staff needs to be improved,and the assessment system needs to be adjusted.Through analysis,it is found that there are some strengths,weaknesses,opportunities and threats in the customer relationship management of J Bank Beijing Private Bank.Strengths: The high-quality brand advantage;The fulllicense group advantage;The great inherent customer base;The developed service network;The advanced customer management system.Weaknesses: The obvious customer management mode;The lack of professional talents;The simple product structure;The poor quality of non-financial service.Opportunities: The stable and healthy development environment;The constantly expanded scale of high net worth customers;The changing demand of high net worth customers;The innovation of information technology.Threats: The entry of foreign banks;The competition of private banks of other domestic banks;The threat from other financial institutions;The rise of other independent financial management institutions.By analyzing the strengths,weaknesses,opportunities and threats of the development of private banks in Beijing Branch of J Bank,and using SWOT analysis method to make the choice of improvement strategies,this paper puts forward the final improvement scheme,and analyzes the effect of the improvement scheme.