Research On Retail Customer Relationship Management Of X Bank Based On Macro And Industry Analysis

Customer relationship management is a kind of management and marketing mode, focusing on clients and based on customer demand. Since the market competition becomes more and more fierce,relying solely on product competition has been unable to attract and retain clients. Therefore, it is increasingly important to improve client satisfaction and loyalty, maintain long-term friendly cooperation relations with clients. For commercial banks, the retail business is the future business growth point and the main source of profit. In the retail business, the employees need to contact with a large number of individual customers. So maintaining good relationships with clients plays a vital role for the bank's retail business, and it is also the key to ensure the steady growth of the bank's retail business. In this paper, we take X bank as the research object, through qualitative and quantitative methods like literature,interview and data comparison, comprehensively analyzing retail customer relationship management status, advantages and disadvantages of X bank and illustrating that good customer relationship is the key to ensure the steady growth of the retail banking business. The main contents of this paper are as follows:First, this paper studies the customer relationship theory of commercial bank, and demonstrates historical background, development foundation, specific definition and application of the theory.Through literature analysis and examples, this paper illustrates the importance of customer relationship management to commercial banks.Besides, through the analysis of macro environment of banking (PEST) and the analysis of banking industry background (Potter five model), this paper studiesthe market environment ofX bank through the macro political and economic analysis, social environmentanalysis, application of science and technology, and the saune industry competition. We find X bank currently competes primarily with the same type of joint-stock banks and city commercial banks, whosebiggestfuture competition point are the retail market whichlays a solid theoretical foundation and reliable support for the later research.Secondly, by analyzing the retail business division, strategic layout, customer status and retail market situation of X bank, this paper comprehensively analyzes the current situation of retail business. The research shows that X bank has made remarkable progress in customer relationship management, and X bank has a strong competitive edge in the future industry competition. But at the same time, X bank also faces problems like small customer size, inadequate customer depth mining,inadequate product richness, professional ability and "customer centric" mismatch.Finally, this paper through the internal data access and data comparison method, analyzes the current situation of X bank's customer relationship management. Through the investigation and verification of data, we find that X bank has customer relationship management problems. To solve the problem, we present corresponding suggestions.With the development of the industry and the diversity of customer needs, this paper combines the actual situation of X bank and the support of the existing theories, presenting a comprehensive and detailed analysis of how to use the banking system, marketing strategy, performance assessment to manage retail customer relationship effectively, so that X bank can improve its operability and feasibility.