Research On Optimization Of Individual Customer Relationship Management Of A Sub-branch Of Zhenjiang Branch Of Agricultural Bank Of China

Individual customer relationship management has been an important topic in the commercial banks,and it is also an important component for showing the comprehensive competitiveness of commercial banks during the process of gradual liberalization of interest rates.For A Sub-branch of Zhenjiang Branch of Agricultural Bank of China,its major customer group is the residents in A region and all officers and soldiers of the surrounding military academies.As the surrounding banks(including China Construction Bank,Bank of Communications,Bank of Jiangsu,as well as Rural Commercial Bank)start business in succession,the traditional customer relationship management mode of A Sub-branch of Zhenjiang Branch of Agricultural Bank of China is affected greatly.A Sub-branch of Zhenjiang Branch of Agricultural Bank of China urgently needs to adjust the existing individual customer relationship management mode,build the service consciousness of all staff,enhance the communication with customers,and dig out the potential needs of customers.Moreover,A Sub-branch of Zhenjiang Branch of Agricultural Bank of China needs to improve its market share in A region by improving customers' satisfaction,retrieving lost customers,and increasing its total amount of financial assets.This paper first introduces the general situation and surrounding financial environment of A Sub-branch of Zhenjiang Branch of Agricultural Bank of China.Through questionnaire survey and data analysis,guided by the theories of customer relationship management and relationship marketing,this paper presents the status and existing problems of individual customer relationship management of A Sub-branch of Zhenjiang Branch of Agricultural Bank of China.Such as low practicability of individual customer relationship system,unreasonable stratification of individual customers,low customer loyalty and unreasonable business process.Through employee interview we point out the cause of the problem,then propose a feasible optimization plan and formulate the corresponding system guarantee.By improving customers' service concept,increasing service mode and simplifying service process,we can meet the personalized needs of high-asset customers in a targeted way and enhance customer satisfaction and loyalty.Attract new customers by enhancing customers' trust in the brand of Agricultural Bank of China,improving customers' return on investment and adding value-added services.At the same time,optimize the existing individual customer relationship management,improve the existing OCRM system functions,further refine customer stratification,optimize customer loyalty management and customer turnover rate management,maintain the stock of customers.Finally,build an optimization team of individual customer relationship management,set goals and implementation schedules and establish relevant performance evaluation indicators,optimize the evaluation indicators according to the actual performance evaluation,and form a long-term mechanism to ensure the smooth implementation of the optimization plan of individual customer relationship management.Through the study of this paper,I hope to provide reference for the optimization of individual customer relationship management of A Sub-branch of Zhenjiang Branch of Agricultural Bank of China,promote A sub-branch to continuously improve its competitiveness,realize the improvement of customer satisfaction and customer loyalty,and enhance its comprehensive strength.