Research On Customer Service Management Strategy For Retail Business Of Bank A

In recent years,with the rapid development of China’s society and economy and the gradual growth of aggregate wealth,the financial assets held by individuals have increased substantially.In the face of the increase in the proportion of disposable income of individuals,the awakening of financial awareness,the upgrading of consumption,technological innovation and the rise of Internet finance,major commercial banks are actively seeking to change their traditional business concepts and adjust their business models in the field of financial services,relying on the integration of technology and business to achieve the improvement of business development efficiency and quality,striving to create a "new type of retail bank ",practicing the upgrade and transformation strategy of retail business.At the same time,customers’ requirements for retail banking are also changing drastically,and their demand for service quality is being further enhanced,and they are more concerned about the feeling and experience of getting services at all levels.As a bank’s core asset,banks must keep pace with the times to improve customer relationships and customer service in order to enhance customer stickiness and further empower the development of retail business and even bank-wide business,so as to grasp the core advantage in the market competition.Especially under the challenge of the emerging Internet financial platform,it is an urgent issue for the retail business of commercial banks to improve their own service supply capacity while meeting the growing demand of customers for personal financial services.This thesis takes Bank A’s retail business customer service management as the research object,firstly,it elaborates on the retail business and customer service management of commercial banks,and puts forward the opportunities and challenges facing the retail business customer service management of commercial banks.Then,by analyzing the development history of Bank A and the current situation of retail business service management as well as the data of customer service work orders,we find out the problems: insufficient network construction and untimely response to service demand;lack of understanding of customers and unstable relationship with customers;lack of market practice survey and inability to carry out accurate marketing;staff service level and communication ability need to be improved;insufficient product innovation and service Homogenization is obvious.On this basis,further in-depth analysis distilled the deeper problems of Bank A’s retail business customer service management as follows: deviation in its own positioning,low degree of service differentiation,and lack of unified product and process planning.Therefore,in order to thoroughly solve the existing problems of Bank A,it is necessary to optimize the concept,products,processes and organization,so as to improve the service supply capacity,which is the fundamental way out to comprehensively improve the bank’s retail business customer service.Finally,combined with theoretical and practical cases,this thesis proposes optimization measures and safeguards for Bank A’s retail business customer service management,mainly through strengthening service awareness,financial product development,service process optimization,and organizational mechanism reform to improve service management strategies,and through creating a customer-centered service system and service risk management mechanism to guarantee the improvement of service management level,hoping that this will provide some guidance for China’s We hope that this will provide some guidance for the customer service management of commercial banks in China.