A Branch Of The China Minsheng Bank Financial Customer Relationship Management Research

Since the 1980 s, the marketing of company focus from the "product-oriented" toward the "customer-oriented".At the same time,customer relationship management as enterprisemanagement method designed to improve the relationship between business and customer and to improve the satisfaction of customer experience and to increase customer loyalty has began to appear. On the other hand, with the gradual improvement of China’s financial system, various commercial banks and local banks are also more and more, which means there are more and more choice for customers to choose.Therefore, to use the ways of the customer relationship management played a very important role to retain customers,avoid customer churn, and even further to obtain a stable customer growth,which will lead to win in the fierce competition.In addition, with the accelerated pace of interest rate market, the contribution of the main source of income for commercial banks- the margin of bank deposit and lending interest has been gradually weakened, thus each bank has began to pay attention to the income of intermediate business.Personal financial services holds considerable weight in personal intermediary business, therefore, the status and importance of personal financial business in the banking business has gradually deepened. Not only banks have begun to compete in personal financial services,but also a vast number of customers are willing to participate in this business. Thus, the the personal financial service of the retail banks has played an important role to realize the effective customer relationship management,improve customer satisfaction and loyalty, and maintain the customers effectively.This article will take A Branch of the China Minsheng Bank, use the theories of customer relationship management, customer value, customer life cycle, customer satisfaction, customer loyalty and customer retention, and other related theory to research the customer relationship of this bank.The result of the study shows that although this bank has made some effort on the management of personal finance customer relationship,there are some drawbacks in the process of customer relationship management, such as single customer access to information; product-centric marketing strategy; weak differentiationcustomer service model, and so on. In the end of this article,the authortakesA branch of the China Minsheng Bank as example, proposed improvement measures on the management of customer relationship,such as to strengthen customer information management, to make efforts on the customer segmentation work,to market the customers targeted,to build diverse of the network service model, integrated network functions and internal service processes, enhance customer care work and so on.