The Research On Optimization Strategy Of Individual Customer Relationship Management In G Sub-Branch Of Z Bank

As the current financial environment is constantly changing,the competition among major commercial banks is becoming increasingly fierce,so the G branch of Z Bank needs to face more threats and challenges,especially in the maintenance and development of individual customers,which were previously in a competitive disadvantage.According to the general feedback from customers,the overall service standardization and efficiency of G Branch of Z Bank is good,but the service satisfaction is not high.The relationship maintenance between staff and customers is the deficiency of G Branch of Z Bank,which is mainly reflected in the inadequate coverage of customer maintenance and other aspects.The existing small scale of individual customers and the existence of high customer turnover indicate that the development trend of individual customers in G branch of Z bank is not good in the long term.Moreover,the maintenance coverage of individual customers is not in place,and the function of individual customer relationship management system is not comprehensive.These are the aspects of the customer relationship management of G branch of Z bank that need to be improved.The main reasons for these problems lie in the imperfect personnel training system of G Branch of Z Bank,serious product homogeneity,insufficient timely and efficient customer service,and imperfect customer relationship management system.Therefore,we must provide corresponding customer relationship management optimization measures to improve the level of individual customers,which is an urgent issue for Z Bank G branch.At the same time,with products becoming more and more homogeneous today,the competition focus of the financial industry has shifted from business to service,from product to customer.I am engaged in personal finance business marketing in G Branch of Z Bank and familiar with relevant business conditions and business data.Moreover,the volume of personal business of this branch ranks the first among the branches under the superior jurisdiction,which is more representative in scale.Therefore,I choose this branch as the research subject.Z Bank has a long history of corporate business development and a high market share,while its personal business lags behind its corporate business.Therefore,Z Bank chooses to study the personal customer business of this branch to promote its comprehensive business development.This paper is divided into six chapters,each of which is stated as follows:Chapter 1 is the introduction,which mainly introduces the research background,research significance,research content,research methods and technical routes,and establishes the idea and framework of this paper.The second chapter is the introduction of theoretical concepts,including customer relationship management theory,relationship marketing and customer value theory,and literature review at home and abroad.In this chapter,it can be seen that domestic and foreign literatures have put forward new viewpoints related to the theories in these four aspects.Especially,many foreign literatures have been transformed from qualitative analysis of theories to quantitative experiments,which has practical significance in the field of refinement.For domestic scholars,such quantitative research has positive reference significance.The third chapter introduces the current situation of personal customer relationship management in G branch of Z Bank and analyzes the causes of its problems.This chapter analyzes the problems existing in personal customer relationship management from the four aspects of personnel,service,product and system,and the cause analysis involves many factors,paving the way for the following rectification measures.The fourth chapter puts forward the corresponding optimization measures and safeguard measures for the existing problems of individual customer relationship management.Many departments are involved in optimization and safeguard measures,and proper cooperation of all departments is required to complete optimization.The fifth chapter is the conclusion and prospect,which summarizes the full text and makes good expectations for G branch of Z Bank after improving personal customer relationship management.