Research On Optimization Of Institutional Customer Relationship Management Of A Fund Company

Under the background of increasing competition in the financial industry,the competition among various fund companies is not only in the level of fund product design and fund sales,but also in the field of customer relationship management has become a fierce competition.As an important part of enterprise marketing management,customer relationship management plays an irreplaceable role in today’s market economy.For A Fund Management Co.LTD,it has unique shareholder background and brand advantages.With such advantages,the A Fund Management Co.LTD has obtained a large number of customer resources through daily marketing activities,but due to the lack of effective maintenance,the problem of institutional customer loss is still prominent.Therefore,it is necessary to take effective measures to strengthen institutional customer relationship management and develop feasible improvement programs to improve customer service experience.This paper describes the status quo of customer relationship management and customer relationship maintenance of the A Fund Management Co.LTD,collects papers on customer value theory,customer life cycle theory and customer relationship management theory,and collates the status quo and research trends of customer relationship management at home and abroad.It chooses institutional customer relationship management as the starting point of this paper.In order to better understand the actual situation and existing problems of customer relationship management,questionnaire survey was adopted to analyze institutional customers,and in-depth interview was conducted with institutional account managers to obtain relevant data,so as to better understand the actual situation of customer relationship management.After summarizing and analyzing the problems existing in institutional customer relationship management of the A Fund Management Co.LTD,the optimization plan of institutional customer relationship management was formulated,including customer classification optimization and customer classification calculation through RFM model.Improve the function of direct selling business system optimization,customer transaction follow-up maintenance and CRM sub-module,strengthen the implementation of institutional customer maintenance optimization plan and the formulation of institutional customer service quality optimization plan.In order to promote the smooth implementation of the optimization plan of institutional customer relationship management for A Fund Management Co.LTD,the safeguard measures are put forward on the basis of the organizational guarantee,institutional guarantee,technical guarantee and talent guarantee to ensure the implementation of the optimization plan of institutional customer relationship management for A Fund Management Co.LTD.Finally,the shortcomings and future prospects of the research are described.The research results of this paper can not only promote the further improvement of institutional customer relationship management level of A Fund Management Co.LTD,but also improve corporate benefits.At the same time,it can also provide an effective reference for other public fund management companies in the same industry to develop institutional customer relationship management optimization plans.