China Everbright Bank High-End Customers Relationship Management Research

High-end customers pay a very important role in the operation and development of EVERBRIGHT BANK. According to "pareto principle", 80% operation profit of enterprise was created by 20% customers. As banking sector into mixed management era, the importance of high-end customers will become more prominent. Some scholars said, more than 40% profits would be create by high-end customers of commercial Banks in the future. High-end customers, as it were, were the main object of EVERBRIGHT BANK in future business development, which will have a decisive influence on performance of EVERBRIGHT BANK.Firstly, the related theoretical basis of high-end customer relationship management of commercial bank was mainly analyzed at this paper. Secondly, present management situation and existing problems of high-end customer relationship of EVERBRIGHT BANK was pointed out, and the problems basically has the following aspects:the concept and understanding of high-end customer relationship management existing problems; business position unclear; lacking of innovative products and services affected the advance of high-end customer relationship management; the advanced information technology not fully used in the management process of high-end customer relationship; a shortage of technocrat, heavily mining but lightly maintaining the high-end customers. On the above basis, the optimization relationship management countermeasures of high-end customer of EVERBRIGHT BANK were put forward:segment high-end customers market and provide different services; simplify and optimize structure of internal processes; improve delivered of high-end customer value and consolidate their loyalty; Integrating information system platform for relationship management of high-end customer; improve the quality of bank staff, and cultivate inter-disciplinary talent. Finally, discusses several problems of high-end customer relationship management.