Research On Customer Relationship Management In ZG Bank JD Branch

In recent years, the competition of the banks and between bank and non-bank financial institutions is becoming more and more fierce, the customer has become the important resources of the competition in major financial institutions. Banks’ customer relationship management is not only a change on the management ideas, but also the process optimization and the changes on the use of marketing management and management tools, it is a profound and comprehensive reform.Based on the review of existing customer relationship management (CRM), this paper selects ZG Bank JD Branch as the research object. First of all, it introduces and analyzes the goals and principles of current customer relationship management,the structure of the customer and management status, the concrete operations and effects of customer relationship management, etc; Secondly, according to the existing key problems of the customer relationship management in ZG Bank JD Branch to build the appraisal model of commercial banks’ customer value; Finally, on the basis of the customer value that calculated from the customer value evaluation model,it classifies corporate customers of ZG Bank JD Branch by customer value matrix and puts forward countermeasures and suggestions to improve the customer relationship management of ZG Bank JD Branch.The results show that:(1)at present, the value of the Bank’s contribution of the considerable part of the customers in JD branch of the Bank of China is at the middle level, and there is still much space to explore; (2) the customers of JD branch of the Bank of China can be divided into platinum customers、gold customers、iron-class customers and galena customers; (3)from now on, JD branch of the Bank of China need purposefully develop customer classification management strategies according to the characteristics of all kinds of customers and the stage in which the relationship between customers and JD branch of the Bank of China lies, and transfer the value of the customers into profit at the maximum limit as well as keep the valued customers stable.