Case Study On Full Customer Maintenance Strategy Of Retail Business Of L Branch Of Industrial And Commercial Bank Of China

Full retail customers refer to all individual customers of L branch of Industrial and Commercial Bank of China.No matter how much their asset value and contribution,as long as they handle personal financial business in L branch of industrial and Commercial Bank of China,they are full retail customers.Due to the constraints of operating costs,commercial banks have been using a large number of resources to bring more economic benefits to high-end customers.However,with the development of science and technology and the in-depth reform of interest rate marketization,the bank's operating profit has become narrower and narrower.In addition,with the introduction of new regulations on asset management and stricter supervision,the retail business customers are facing the situation of being divided again.Facing the new market environment,l branch of industrial and Commercial Bank of China needs to expand to low-end customers on the basis of continuing to operate high and medium-end customers in order to achieve sustainable development and gain advantages in the industry competition.By improving the full customer satisfaction,establishing a good reputation to attract more high-quality customers,to improve customer coverage and contribution,and finally to deal with environmental changes with full customer operation.Based on the current situation of full customer maintenance in retail business of L branch of Industrial and Commercial Bank of China,this paper reveals that the maintenance of high-end customers,low-end customer maintenance quality and low-end customer maintenance service exist in full customer maintenance of retail business of L branch of Industrial and Commercial Bank of China through three cases of "the helplessness of Xiao Liu,the questioning of President meeting and the questioning of lobby manager" Missing issues.Based on the theory of customer classification management and the theory of long tail,this paper analyzes the causes of full customer maintenance problems from three aspects: the lack of high-end customer demand analysis,the lack of professional talents for middle-end customer maintenance,and the lag of low-end customer maintenance concept.This paper puts forward three solutions: establishing the concept of full customer service,implementing full customer maintenance differentiation(optimizing the exclusive products of high-end customers,improving the service quality of terminal customers,stimulating the long tail effect of low-end customers),and improving the full customer communication mechanism.This paper hopes that the thinking on the practice of full customer maintenance of retail business of L branch of industrial and Commercial Bank of China can provide useful reference for the same industry to carry out full customer maintenance.