Research On Improvement Of The Medium & High Terminal Customers Relationship Management Of JB Sub-branch,Bank Of China

With the continuous reform of the financial system and the rapid development of Internet financial,the competition between banks is becoming more and more fierce.According to the famous "Pareto principle," 20% of the Medium & High Terminal Customers contributed 80%of operating profit to the bank.Now the individual Medium & High Terminal customers are becoming the important customer resources for commercial Banks to compete.As an advanced management concept,the bank customer relationship management(CRM)is more and more brought to the attention and increasingly widely used by the commercial Banks.The development of Bank of China JB branch has to face and deal with the local complex economic environment and the fierce competition in the trade.The Medium & High Terminal customer relationship management(CRM)is not only the important content of its operation and management but also one of the key means to improve its market competitiveness.But Bank of China JB branch in the Medium & High Terminal customer relationship management falls behind.It is still faced with many problems and obstacles.Therefore,JB branch in the Medium & High Terminal customer relationship management has important practical significance.The paper is based on the analysis of domestic and foreign research present situation and customer relationship management(CRM).It is on the basis of relevant theories.It defines the Medium & High Terminal customers in JB branch of bank of China and its content of customer relationship management.It also includes investigation and analysis of the structure of the bank in the Medium & High Terminal customers and the bank of the county economy environment and competitive environment.It does some research on the present management situation and existing problems in the Medium & High Terminal customers.It does a survey on the management of its products and services using the questionnaire.The purpose is to findout the main problems existing in the Medium & High Terminal customer relationship management:Lack of daily management,lack of integrated services,lack of attractive products,OCRM system is not fully used,a single form of service and financial card management confusion.On this basis,the paper puts forward the practical operation of the Medium & High Terminal customer relationship management measures:Improve the daily management;Straighten out the Medium & High Terminal customer relationship management process;Established of outlets "personal Medium & High Terminal customer relationship management approach";Meet the individual needs of customers,enhance product marketing function;Provide innovative product portfolio and quality value-added services;Strengthen the construction of the customer manager team;Develop the performance appraisal management methods of the customer manager,strengthen the comprehensive ability of the customer manager and the training of the professional quality;Increase the training and use of OCRM systems,innovative forms of service;Improve the management of financial cards.In order to maintain and develop the Medium & High Terminal customers,we should establish good environmental management and development.