Research On Personal Customer Relationship Management Of ICBC Guizhou Branch

Customers are the foundation and source of the development of banking business,as well as the most precious wealth of commercial banks.The retail business of commercial banks is based on individual customers,and the value of individual customers plays a key role in improving the competitiveness of a commercial bank.Since 2018,ICBC Guizhou A Branch has been faced with problems such as high pressure of debt business,especially deposit,little effect of income structure adjustment,and gradual weakening of absolute advantages in the industry.In the final analysis,weak customer base is the root cause of the problem,with weak customer base and serious loss.Failure to effectively excavate customer value has become the biggest problem facing ICBC Guizhou A Branch in its development,which is also an urgent problem to be solved at present.Therefore,in-depth research on how to accelerate the progress of customer acquisition and improve customer maintenance effect is of great practical significance for ICBC Guizhou A Branch to make up for its weaknesses,break through restrictions and open a new situation of operation and development.According to the characteristics of customer groups,this paper divides individual customers into three types,namely core customers,key customers and general customers.After in-depth analysis of the specific situation of individual customer relationship management in A Branch and the problems in the actual process of Vic,it finds that individual customers in A branch have problems such as slow development,poor stability and difficulty in quality improvement.The author further improves the existing model of personal customer relationship management,and gives corresponding countermeasures and suggestions on how to construct and implement a series of effective new models.This paper presents some suggestions on how to better implement the idea of CRM and improve the core competitiveness of commercial banks in financial markets.