Research On Optimization Of Personal VIP Customer Relationship Management In T Branch Of A Commercial Bank

After decades of stable development,the focus of China’s economic development is no longer focusing on high speed,but high quality.China’s banking industry has also ranked among the most influential banks in the world during the global financial crisis.At the same time,it has also led commercial banks’ new thinking about how to solve the contradictions of high interest rates,deposit loan linkage,excessive dependence on interest rate spread and so on.With the development of Internet Finance and big data applications,the decentralization of customers,the lag of information and homogeneous services have brought a great impact to commercial banks.At present,the major commercial banks are actively thinking about what aspects of customer relationship management should be improved.After comprehending the operation and management of T branch of A commercial bank,this paper reviews the historical literature,sorts out the research status and relevant theories at home and abroad,collects the feedback information of individual VIP customers of the branch in the form of questionnaire,analyzes the problems to be solved in the personal VIP Customer Relationship Management,deeply excavates the root causes of the problems,gives optimization suggestions,and sets the corresponding guarantee path.This study found that T branch of A commercial bank mainly has problems in personal VIP customer satisfaction,the growth rate of VIP customer number,the aging degree of customer group,the backward CRM system and the shortage of financial manager positions.The main reasons for this problem lie in the low level of customer maintenance methods,the lack of in-depth mining of customer value,the low attraction of young customer groups,the imperfect hierarchical management mechanism of CRM system and the low attention level of VIP customers.Therefore,it needs to be improved from five aspects: one is to improve the quality of customer service and enrich the forms of VIP activities;Second,strengthen the potential of customers to tap,broaden customer channels;Third,cultivate young customer groups and change the aging structure;Fourth,transform and upgrade CRM system,optimize hierarchical management mechanism;Fifth,increase the number of financial managers and increase the importance of VIP customers.At the same time,external guarantee is provided by providing strong organizational guarantee,building excellent marketing team,introducing advanced technical support and improving employee performance assessment.The solutions and safeguard measures proposed in this paper provide specific operable suggestions for T branch of A commercial bank on how to improve the level of personal VIP customer relationship management,and hope to provide some reference for other commercial banks in the maintenance of elderly customers and the cultivation and transformation of young customers.