A Bank Pesonal Customer Relationship Management Research

The customers are the core to make profits for commercial banks. It becomes more and more important to provide more suitable products and services according to the customers’ requirements, increase customer value and customer loyalty. The "customer-centric" business philosophy has been referred in the unprecedented strategic height. Therefore, it’s significant to have good customer relationship management.This paper, chose a bank A as the research object. Analyze its market environment and the marketing environment by describing the related customer relationship management theories and point out the customer relationship management (CRM) in the indicator development, customer segmentation, maintenance, wealth management systems to reduce the customer churn problem.Based on the bank’s specific situation, this paper analyze the characteristics of the A bank’s customers. This paper propose to improve the current CRM by designing marketing strategy specifically based on the types of the customers (basic customer, the high-end customers and private banking clients), inspired by the CRM experience in domestic and foreign banks. In addition, the operational measures are discussed for the allocation of client resources, customer segmentation, customer manager system, customer care and customer satisfaction surveys.