Research On Personal Customer Relationship Management Of N Branch Of Everbright Bank

With the rapid development of China's economy,the increase of residents' disposable income.People's financial needs are getting stronger.Under the new economic normal,the environment of the financial industry has changed greatly,and various commercial Banks have risen rapidly.Facing the fierce financial competition environment,commercial Banks must take measures to cope with various challenges in the new economy and new normal.In today's lack of financial innovation and increasingly serious product homogeneity,customer relationship is the core power for the healthy and sustainable development of commercial Banks.If commercial Banks do not innovate from within,it is difficult to gain an advantageous position in the competition.The core competence of commercial Banks is customer relationship management.By improving customer satisfaction,maintaining customer loyalty,reducing customer turnover rate,optimizing customer acquisition channels and other means,commercial Banks have established the stickiness with customers and achieved a win-win situation between customers and commercial Banks.Good customer relationship can bring continuous profits for Banks,which is the key for commercial Banks to protect their competitiveness and has important strategic significance.This paper introduces the current situation of personal customer relationship management of Everbright bank N sub-branch in terms of the existing business types,customer management and customer classification.Through analyzing the current situation of personal customer relationship management,this paper puts forward specific improvement measures.In the first chapter,this paper first describes the research background and significance,as well as the research status at home and abroad.In the second chapter,this paper analyzes customer relationship theory,including customer value theory,customer retention theory,customer satisfaction theory,customer loyalty theory and so on.In the third chapter,this paper introduces the present situation of customer relationship management of Everbright bank N branch and the implementation of customer management.and analyzes the practical problems existing in the process of personal customer relationship management of N branch.And point out the causes of these problems.In the fourth chapter,this paper puts forward the optimization andimprovement measures that N bank should take for the existing problems,from the promotion of business philosophy to the remodeling and improvement of business processes,as well as measures to improve staff's customer marketing and maintenance capabilities,meet customer needs and expectations,collect and analyze customer information and so on.Comprehensively and multi-dimensionally improve and optimize the customer relationship management of N branch.In chapter 5,this paper puts forward the safeguard measures for the customer relationship management of N bank,and starts to escort the customer relationship management of N branch from different aspects.Finally,this paper summarizes and looks forward to the full text.The purpose of this paper is to summarize the problems existing in the personal customer relationship management of commercial Banks in the new era through the research on the personal customer management relationship of commercial Banks,and put forward specific improvement measures.Through the example of Everbright bank N sub-branch,some ideas can be used for reference for other commercial Banks in China.