Research On Optimization Strategy Of B Bank’s Retail Customer Relationship Management Under The Background Of Digital Transfomation

Financial market changes rapidly,the development of internet finance has brought impact to traditional bank,also brought new development opportunities.The implementation of the new financial concept around the National Fourteenth Five-Year Plan requires financial institutions to deepen their digital transformation.With the deepening of market competition,increasing customer demand,and catalyzed by the pandemic,the retail business of China’s commercial banks is facing a strong phase of digital transformation.And all competition revolves around one center: customers.Therefore,customer relationship management(CRM)optimization and upgrading is a top priority for banks.Using data empowerment to improve the effectiveness of customer relationship management is a hot topic at present.This paper chooses Bank B as the research object,draws on and adopts the related theoretical achievements of customer relationship management around the word,uses literature research method,questionnaire survey method,data analysis method and so on to carry out the research.Combining with the internal and external operating environment of our commercial banks and the current situation of retail customers of Bank B,this paper analyzes the results of the questionnaire survey of customers and employees of Bank B,and finds out the difficulties faced by the retail business of Bank B.According to the comprehensive analysis,it can be seen that the B Bank retail business faces the main problems: the digital transformation of the process of the business philosophy lags behind;the customer structure is uneven and the customer turnover rate is high;lack of use of digital tools for differentiated marketing;Shortcomings in professional and digital skills of staff.According to the problem analysis,a series of optimization strategies are put forward:firm user-centered digital business thinking;customer stratification management,online and offline collaborative marketing;using digital tools to provide personalized services;build a professional service team.This paper puts forward the safeguard measures from the aspects of institutional measures,human resources,financial technology to ensure the successful implementation of the optimization strategy.At last,the conclusion of this paper and the lack of research are put forward.This paper puts forward the optimization strategy and guarantee of customer relationship management of Bank B.The development of the Bank’s retail business is of great practical significance,and it is hoped that it can provide some reference for customer relationship management.