Research On Key Customer Relationship Management Optimization Of HF Branch Of Huishang Bank

In the marketing strategy of commercial banks,key customers,as an important resource,become the main source of profits for commercial banks.It is important for commercial banks to provide high-quality products and services for key customers,large their satisfaction and loyalty,and then large profits to achieve a win-win situation between key customers and banks.One of the profit models is also an important research direction of customer relationship management in various banks.As a local joint-stock City Commercial Bank in Anhui Province,Huishang Bank has accumulated a large number of customer resources and established a corresponding customer relationship management system after several years of development.However,due to the lack of effective management,it is difficult to improve the actual application,slower the progress of key customer relationship management,such as If the fruit can be optimized and perfected,the competitive potential in the same industry will be enormous.Based on the above background,on the basis of explaining the domestic and international research trends and related theories of CRM,this paper analyzes the service status of key customers in HF Branch of Huishang Bank,and designs a questionnaire for key customers,from the basic situation of customers,investment allocation,financial management needs,customer relationship management awareness and satisfaction.Based on the analysis of the characteristics of key customers and the needs of key customers,this paper analyzes the problems existing in the key customer relationship management of HF Branch of Huishang Bank,such as the inadequate refined management of key customers,the lack of individualization of products and services,the low level of CRM informatization,and the lack of professional competence of key account managers.On this basis,it puts forward some suggestions for optimizing the management of key customer relationship.