Research On Customer Relationship Management Of Private Banking Of Medium-sized Banks

With the rapid domestic economic growth, per capita disposable income reached anunprecedented height, while retail banking has become an important area of globalfinancial competition. Most banks shift the focus of business to retail operations, while theprivate banking business in the retail business has an extraordinarily rapid development inrecent years. Considering that the private banking business has high profit margins, variousbanks conduct wildly competition on this market. But with the rapidly growth of industrycompetition and customer demands, the management model of existing customerrelationship has become slightly insufficient, so a sound and efficient management systemfor customer relationship must be established so as to improve the competitiveness ofenterprises.This paper is based on the theory of private banking and customer relationshipmanagement, takes small and medium banks as the research scope, carries out an analysisand summary according to the actual situation of CITIC Bank Branch A, elaborates thestatus of customer relationship management first, and finds out the existence of customermanagement is imperfect, sales strategy is flawed, the organizational structure is notimproved, the existing CRM needs to improve and other issues according to normativetheory, empirical survey and analysis methods, finally gives some optimisticrecommendations to these issues. It suggests that Branch A can improve the existingmanagement system for customer relationship in order to achieve the purpose of adjustingthe revenue structure of intermediary business for private banks.