Research On Optimization Of Personal Customer Relationship Management In A Branch Of H Commercial Bank

With the sharp decrease of the population dividend,the competition among banks to seize individual customers is becoming increasingly fierce.Branch A of H Commercial Bank pays more and more attention to personal customer relationship management,but the overall level is still at the initial stage,and there is still a certain gap with the development of other banks.This paper takes A Branch of H Commercial Bank as the research object,soliciting the opinions of internal staff and external customers of the bank,with a view to designing an optimization plan for personal customer relationship management combining the actual situation of A Branch.Through research and analysis,it is found that the main problems in personal customer relationship management of A Branch of H Commercial Bank are: lack of comprehensive product configuration,poor publicity and promotion,poor maintenance of personal customer relationship,poor personal customer service experience,staff professional quality to be improved,and the function of personal customer relationship management system is backward.Through statistical analysis of the data,the author found that the main reasons for the above problems were: lack of product innovation ability,unscientific hierarchical management of individual customers,insufficient emphasis on personal customer relationship management,imperfect employee training and performance appraisal system,and lagging information management ability.In view of the above problems and their main causes,the author first proposed the main principles and objectives of personal customer relationship management optimization of A Branch of H Commercial Bank,and proposed the following optimization plan: build a financial product supermarket,including providing "financial product supermarket" and "professional shopping guide" for individual customers,and finally build brand benefits with "financial product supermarket";Strengthen the promotion of product activities,including positioning customers,clarifying business direction,creating a network atmosphere,strengthening position promotion,and following the trend of the times to carry out online promotion;Strengthen the management of personal customer maintainers,including optimizing the post structure and responsibilities of personal customer maintainers,improving the assessment mechanism of personal customer maintainers,improving the "five dimension" professional level of personal customer maintainers,and improving the process efficiency of personal customer maintenance;Formulate differentiated value-added services for individual customers,including optimizing the hierarchical management standards for individual customers,formulating differentiated value-added services and solidifying the featured services of outlets;Optimize the hardware and software configuration of personal customer relationship management,including optimizing the personal customer relationship management system,adding the equipment configuration of outlets,and strengthening the system integration with financial technology companies.In combination with the resistance and organizational inertia of personal customer relationship management optimization of Branch A of H Commercial Bank in the implementation process,this paper proposes the following safeguards to ensure the smooth and efficient implementation of the program.It includes increasing the capital investment in personal customer relationship management,clarifying the rights and responsibilities of the head office and branches in personal customer relationship management,establishing a science and technology center to assist the implementation of the optimization plan for personal customer relationship management,strengthening the risk control of personal customer relationship management,and adhering to the brand building of A Branch of H Commercial Bank.Through the design and implementation of the optimization scheme,Sub branch A can be assisted to build a more sound personal customer relationship management mechanism,and ultimately achieve the goal of improving the overall performance and market competitiveness of Sub branch A.The problems that need to be optimized and improved in the personal customer relationship management of Branch A of Commercial Bank H are quite common in the industry.This paper can provide reference for similar enterprises,and also has certain theoretical research value.