Research On DW Wealth Core Customer Relationship Management

DW Wealth is a tripartite wealth management agency founded in 2011.With the continuous development of business,the importance of core customer relationship management has attracted the attention of the company’s leadership.In the caliber of DW wealth assessment,the core customer refers to the current full caliber of existing customers(individuals and institutions)with assets of more than 10 million(inclusive).Until the end of December 2020,DW Wealth had1,776 core customers,accounting for 11.3% of the company’s total customers and contributing nearly 54% of the company’s existing scale and 46% of its profits.Doing a good job in the maintenance of core customers and improving the level of relationship management of core customers play a pivotal role in the development of the company.The research object of this paper is DW Wealth core customer relationship management.Based on relevant research theories,this paper introduces the status quo of DW Wealth’s organizational structure,product system and customer structure and so on.Through questionnaire survey and interview,it deeply explores the existing problems and causes of DW Wealth core customer relationship management.Based on the life cycle theory and IDIC model,the improvement plan is put forward,including improving the customer identification system,developing channel scenarios to obtain customers,optimizing the classification standard of customer levels,optimizing the mode of customer information collection,building expert service team,establishing exclusive clubs for core customers and configuring exclusive rights and interests,etc.In order to ensure that the improvement measures can be better implemented,it is proposed that DW Wealth should provide corresponding guarantee in the establishment of management concept,the complement and improvement of relevant systems,and the level of science and technology.Hope that through this study,DW Wealth can be better customer-centered in the design of products and services,and achieve the increase of core customer stickiness and loyalty through differentiated services,and promote the increase of company scale and profit.At the same time,it can also provide some reference for the operation and management of high-net-worth clients in the tripartite wealth management industry.