Research On Customer Relationship Management Optimization Of Bank Of Communications C Branch

In recent years,the external business environment of banks has undergone profound changes.In the context of the“three-phase superposition”of the economy,the accelerated marketization of interest rates,the rapid rise of Internet finance and private banks,and the intensification of financial disintermediation have become " three big mountains " that hinder the rapid development of the current banking industry,including the Bank of Communications.The development of large commercial banks has had a huge impact,especially in the fact that Internet financial institutions have seized a large number of customers,and high-end quality customers have lost a lot.In order to effectively avoid internal and external environmental impacts and improve customers' goodwill and trust in banks,more and more banks,including commercial banks,have begun to comprehensively develop customer relationship management and are committed to further strengthening their comprehensive competitiveness.However,due to the influence of institutional system and business philosophy,Bank of Communications did not raise customer relationship management to a strategic level,but adopted extensive mode to carry out customer relationship management.The actual revenue of customer marketing was not satisfactory,and the steady development of the bank was hindered..Therefore,research on bank customer relationship management issues is very urgent and important.This article takes Bank of Communications C Branch as an example,using case analysis method,questionnaire method,comparative analysis method,etc.to deeply analyze the current situation of customer relationship management of the branch,and highly clarified the bank's customer relationship.Management issues.Through analysis,this paper believes that Bank of Communications C Branch has problems of weak customer relationship management,single management mode,low information technology level,and imperfect talent team construction.The main reason for these problems is the target customer segmentation and positioning is not clear,customers There is no difference in relationship management methods,low level of customer relationship management informationization,and lack of human resources in customer relationship management.In order to solve the problem fundamentally and improve the management level of the customer,this paper proposes the following optimization suggestions:clear target customer segmentation and positioning;adopt differentiated customer relationship management methods;upgrade customer relationship management information system,improve human resource assessment mechanism,hopefully Helping the development of Bank of Communications customers.This paper,through a detailed description of the status quo of the sample bank,sorts out the key links and elements of the Bank of Communications C branch to carry out customer relationship management,and has reference significance for other commercial banks to build a customer relationship management system.