Research On The Strategy For R Company's Bank Customer Relationship Maintenance

Since the foreign consulting industry has been in China for several years,the number of domestic consulting companies has increased rapidly,which makes the competition in the industry increasingly fierce.As the homogeneity phenomenon of the knowledge product is obvious in the knowledge service enterprise,the core competition subject is not just the product itself.The customers are one of the most important resource of enterprises that it makes the service for the customers and customer relationship maintenance becoming more.important,and therefore the core of enterprises' competition changes to the ability of CRM.Generally speaking,the enterprise should realize the importance of maintaining customer relationships,and conduct objective evaluation and comprehensive management for the existing customers in order to improve the customer satisfaction,keep enterprise developing stability and sustainable.The paper takes the strategy for R company's bank customer relationship maintenance as the research object.Starting from the understanding about the company basic operating conditions,the composition of bank customers and the causes of customers' loss,analyze the industry environment based on the Porter's five forces model,and the current strategy for customer relationship maintenance is analyzed preliminarily.It is found that there are some problems on the service of customer relationship maintenance for R company's bank,such as weak service concept,inadequate service team and so on.To further research on the strategy for R company's bank customer relationship maintenance,establishing the evaluation index of R company's bank customer satisfaction by the Delphi method and AHP,and then the customer satisfaction survey is conducted in the form of questionnaire.Using the five level Likert scale and the subjective weighting method to determine the score and the weight coefficient of satisfaction,in order to quantify the satisfaction.From the statistical results of R company's bank customer satisfaction,there are several indexes in lower satisfaction,such as the follow-up service,providing one-on-one personalized service and customer feedback activities etc.According to the deficiencies which are found in the result of R company's bank customer satisfaction evaluation,strategies should be developed to deal with the problems in R company's bank customer relationship maintenance system based on the IDIC model,from the aspects of identify? differentiate? interactive? customize etc.So as to improve customer satisfaction,increase customer loyalty,makes the R company's performance developing stably,realize the strategic goal of "win-win" between R company and bank customers.