Research On The Optimization Of Customer Relationship Management Of GF Bank Nanjing Branch

With the further development of economic integration and financial globalization,the competition in various industries,especially in the financial industry,is becoming increasingly fierce.Major financial institutions are seeking a way to settle down and develop considerably.Customer resource is the core resource for banks,and plays an extremely important role in the normal operation of banks.Almost all the information that banks need for financial activities comes from customer relationship management,so customer relationship management is particularly important.Customer relationship management is a process of continuous communication with customers,continuous understanding of customer needs,continuous supply of high-quality products,continuous provision of high-quality services,and continuous improvement of customer satisfaction,thus promoting win-win situation for both sides.It plays an important role in speeding up the development of banking business and enhancing the comprehensive strength and competitiveness of banks.Successful customer relationship management not only provides decision-making basis for the bank leadership,but also points out the direction for grassroots service personnel how to better find customers and serve customers.Continuous optimization of their own products and services to enhance customer satisfaction is a process that ultimately makes both sides win-win,maximizing revenue.Successful customer relationship management,not only for the bank leadership to provide decision-making basis,but also for Grass-roots Service personnel,how to better find customers,customer service direction.Customer relationship management plays an important role in enhancing the overall competitiveness of banks and the rapid and effective development of business.This paper takes the customer relationship management of GF Bank Nanjing Branch as the research object,and optimizes its customer relationship management as the research objective.On the premise of full investigation and in-depth study,according to the purpose of comprehensively understanding GF bank customers,comprehensively improving service quality,comprehensively guarding against operational risks and comprehensively improving their competitiveness,this paper deeply analyzes the deficiencies of customer relationship management of GF Nanjing Branch.Based on the IDIC model of customer relationship management,this paper puts forward the methods and steps of identifying customers,promoting customer value with differentiation strategy,improving customer loyalty with interaction,and satisfying customer needs with specialization and individuation services.According to the theory of customer value and life cycle,the management measures of customer relationship in cognitive period,formative period,stable period and degenerative period are suggested.According to the strategy of key account management,the concrete measures of marketing to key account are put forward.Therefore,the three-dimensional and systematic CRM optimization strategy of GF Bank Nanjing Branch has been formed.Finally,in order to ensure the effective implementation of these strategies,the paper puts forward the safeguard measures from three aspects,including optimizing the internal organizational structure of the bank,strengthening the construction of marketing staff,standardizing customer service process,in line with GF Bank Nanjing Branch.Through the study of this paper,I hope to provide effective suggestions for the optimization of customer relationship of GF Nanjing Branch,and provide useful reference for other regional banks' customer relationship management.