Research On Improvement Of Customer Relationship Management In Branch A Of Shanghai Pudong Development Ban

With the development trend of economic globalization,the operating environment of domestic and foreign financial institutions has also undergone tremendous changes.With the needs of traditional large state-owned banks,joint-stock banks,and city commercial banks to optimize the industrial layout,and Citi,Standard Chartered,HSBC and other foreign commercial banks With the continuous emergence of banks,in the context of the era of big data analysis,the development of online financial service business is more rapid,coupled with the influence of many reasons,there are more and more competitors of enterprises,and the competition within the industry is big.Competing for customers,enterprises also need to master the basis of large customers to be able to develop and grow.Due to changes in market conditions,the period when companies rely on interest rate differentials as their main resources no longer conform to the new market macro environment,and customer resources have become the most critical resources in the banking industry,and major banks have also begun to transform marketing Strategy,the focus of competition has gradually changed from competition for products to competition for customer sources,and generally advocates the customer-centric customer service tenet,and is committed to discovering customer needs,developing and maintaining good quality customers,in order to comprehensively improve customers.Satisfaction and loyalty,but also reduce business costs as much as possible,maximize customer value,so as to achieve a win-win situation between enterprises and consumers.And customer relationship management has also become the best tool for companies to compete for customers,and it has a decisive significance in the transformation and competition of customers.In view of this,this paper will take Shanghai Pudong Development Bank Branch A as the research object,through online survey and in-depth interviews,to explore the current situation of its customer relationship management,the problems it faces,and give optimization measures.The survey results show that although SPDB A branch has carried out active exploration in customer service management and has accumulated more experience in customer relationship management,but because there is no complete customer relationship management work physique,the customer relationship management work The use efficiency of branch A still needs to be further improved.As an outlet of Shanghai Pudong Development Bank,Branch A has problems in the long-term customer relationship management,such as unclear customer relationship management concept,inadequate customer relationship management,lack of differentiated services for customers,lack of customer maintenance,and single expansion channels.Its problems will be based on the theory of customer relationship management and combined with the actual situation of the enterprise,put forward to change the management concept,establish a "big data" thinking mode,optimize the customer management system,provide attractive products and services,expand customers through multiple channels,and establish a dynamic database of customer information,etc.Optimizing countermeasures,hoping to provide useful guidance for improving the customer relationship management of Sub-branch A,and also for reference of other sub-branches.At the same time,it proposes measures to strengthen the construction of talent team,improve the end incentive system,increase scientific and technological support,strengthen the construction of corporate culture and other customer relationship management optimization plan guarantee measures.