Research On Customer Relations Transformation Of Y Bank Branch

In the context of the pervasive application of financial technology,technologies such as big data,cloud computing and mobile Internet are driving the accelerated migration of financial services and transactions to online,profoundly changing customer demand for financial services and access to services,and profoundly changing the industry ecology of commercial banks.The competition among banks has entered the era of specialization,and it is no longer a simple competition for products and services,but a specialized and comprehensive competition.Facing the increasingly "picky" customers,banks must create value for their customers with their professional ability and meet their diversified,differentiated and modernized financial needs in order to win customers and the market and gain competitive advantages.This paper takes Bank Y as the research object,composes the macro environment,industry background and competitors of Bank Y in recent years,combines customer relationship management theory,network transformation theory and long tail theory,adopts a combination of questionnaire and research interview,and uses "background introduction-analysis of current situation-data collection-refining problems" as the research idea."In the context of the downward economic growth,narrowing interest rate differential,and slowing revenue growth within the bank,we found that there are problems that need to be improved in terms of comprehensive services,management support,data empowerment and synergy in the customer relationship management of Y Bank’s branches.Based on the existing research results,this paper proposes both targeted and universal optimization measures and outlooks the research trends of this topic.This paper explores the transformation of branch customer relationship management and concludes that: First,we insist on "customer-oriented",break the boundaries through data-based thinking,provide efficient,convenient and intelligent customer experience,and create more value for customers.Second,the use of financial technology to empower the transformation of the network,starting from the customer’s perspective,before the customer’s perception,digital intelligence management network resources,to provide customers and employees with a convenient,comfortable and intelligent financial journey experience.Third,to enhance the effectiveness of horizontal and vertical synergy,establish reasonable,clear and fair benefit distribution,cost sharing and performance assessment mechanisms,promote active linkage and efficient collaboration among all parties,and promote the transformation of synergistic advantages into competitive advantages.Fourth,"customer-centered",through the transformation of branch characteristics,response to customer demands and G-end customer relief,optimally improve customer experience and enhance the value contribution of unit customers.Fifth,we will promote the optimization of the organizational guarantee system for the transformation of customer relationship management in the network,establish a convenient and efficient management mechanism,enhance the call for customer-centered resources,reasonably reduce the management costs of the network,and improve management effectiveness.We are committed to providing more customers with financial services,providing high-quality "financial + non-financial" solutions,transforming the number of customers into business development advantages,and obtaining more service and brand premiums.