Research On Customer Relationship Management Of X Branch Of Y Bank

Customer is the basis of the bank's survival,and it is the basis for achieving competitiveness and sustainable development.With the rapid development of Internet finance,third-party payments preempting customer resources,the huge competitiveness of the industry,and the increasingly low bank-to-store customer rate,the business model of banks must be changed and changed from the previous B2 C model to the C2 B model.That is,from the past bank design products or services sold to customers,to in-depth mining and analysis of the bank's huge historical customer data after decades of development and development,to find the precise needs of customers and design or match products or services for customers.Based on the theory of customer relationship management and the current situation and problems of customer relationship management in X branch of Y bank,this paper proposes an improved AFPR subdivision model.Random screening of 658 customers of the X branch of the Y Bank from May 1,2018 to April 30,2019,a total of 99743 transaction data were experimentally studied.The entropy method was used to determine the weights of the four variables in the model,and the K-means clustering algorithm was combined.The group of sample customers is subdivided and the customers are divided into five categories.According to the practice of branch work,the characteristics of cluster customers are analyzed,and the five types of customers are defined as high-value guest groups,current settlement guest groups,financial management guest groups,easily lost guest groups,and community guest groups.Finally,different customer relationship management strategies are adopted for the above five types of guest groups.This paper improves the customer relationship management system of commercial banks and provides a theoretical basis and practical significance for commercial banks to establish a model through data mining,find out similar customer groups and realize accurate marketing.