Research On Optimizing Credit Customer Relationship Management Of FG Rural Commercial Bank

Credit business is the core business of commercial banks,and the competition between banks ultimately lies in the competition for customer resources.Commercial banks have realized the importance of customer resources in credit business and have integrated customer relationship management into all aspects of credit business operation and management.The traditional customer relationship management of rural commercial banks in China is relatively simple,with many defects and deficiencies.Customer satisfaction is low,which directly affects the operating income and healthy development of commercial banks.How to maintain old customers with high quality and obtain new users is an important task currently faced by commercial banks,and continuously optimizing customer relationship management is one of the key tasks of modern rural commercial banks.This article takes FG Rural Commercial Bank Co.,Ltd.(hereinafter referred to as "FG Rural Commercial Bank")as the research object.Firstly,the basic situation of FG Rural Commercial Bank is introduced,and the customer relationship and management status of FG Rural Commercial Bank’s credit business is analyzed.Secondly,through questionnaire surveys and interviews,customer value theory,customer relationship management theory,and relationship marketing theory are comprehensively applied,Analyze the problems and causes of FG Rural Commercial Bank’s credit customer relationship management,and finally propose relevant suggestions for optimizing credit customer relationship management.Analysis shows that FG Rural Commercial Bank does not attach enough importance to credit customer relationship management,and there are problems such as the need to improve customer service experience,insufficient customer information management,single marketing methods,and weak service awareness.From the perspective of customers,combined with new market environments and technological means,we will build a new customer information management system and diversified marketing methods,continuously optimize service concepts and management processes,and assist FG Rural Commercial Bank in improving customer service quality and business efficiency,thereby achieving better customer relationship management and promoting the healthy development of credit business.