Research On Customer Experience Optimization Of H Bank Based On Full Journey Customer Relationship Management

H Bank is a national joint-stock commercial bank.Since 2020,it has been taking expanding retail as its strategic orientation and trying to seize the retail market.However,in the fierce competition between banks,H Bank faces huge challenges in the development of its retail business.As a financial service provider,an important magic tool for commercial banks to acquire and retain customers is to provide customers with excellent service experience.This study aims to effectively improve the customer experience of H Bank’s retail business,and applies relevant theories such as customer relationship management(CRM),customer journey,experiential marketing and digital transformation.Conduct a comprehensive analysis on the service process of H bank and all contact points interacting with customers during the customer journey,draw the customer journey map,service blueprint and customer journey experience map of H bank,identify the key contact points in the customer journey,in-depth analysis of the current pain points in the management of key contact points,and put forward the corresponding optimization strategy for these pain points.This study found that although H Bank had a certain awareness of customer relationship maintenance and introduced customer relationship management(CRM)information system into its business operation,it still had shortcomings in the dynamic management of customer relationship.In practice,it focused on acquiring customers,neglected to retain customers and activate dormant customers,and lost many opportunities to develop new customers into loyal customers.This study suggests that Bank H,when its popularity,customer base and asset scale are not as good as state-owned banks,should introduce the concept and method of full-journey customer relationship management,make full use of the current opportunity of digital transformation,and make use of the customer relationship management(CRM)system’s customer information screening,customer product expiration prompt,customer grouping,marketing progress display and other functions.Accurately sketch and subdivide customer groups,take the management of key contact points for interaction with customers as the core,in-depth analysis of customer behavior and demand behind each contact,with the continuous optimization of customer contact experience as the goal,to establish a comprehensive use of digital means,rapid response and continuous promotion between departments and the whole process of service management system.Thoroughly solve the long-standing pain points in the service system,and comprehensively optimize customer experience.The results of this study can provide reference for customer experience optimization actions of H Bank and other financial institutions.