Research On High-end Customer Relationship Management Of B Branch Of China CITIC Bank

With the banking industry entering the era of mixed operation,the importance of high-end customers has become more prominent.Some scholars estimate that customer management has become an important link in the development of banks and is related to the source of banking business as the competition of banking market continues to intensify in the future.In order to effectively enhance customer stability,many banks actively take measures to attract customers,especially high-end customers.High-end customers are also the main target of the future business development of CITIC Bank,which has a decisive impact on the performance of CITIC Bank.How to optimize high-end customer relationship management is of great significance.As the first group of banks established after China's reform and opening up,CITIC Bank has now successfully listed on the stock exchange.Its business outlets involve 143 cities throughout the country.Five subsidiary financial institutions,including CITIC International Finance Holding Company,have been set up under its flag.It is of typical significance to select branch B of CITIC Bank as the research object of high-end customer relationship management of banks.At present,CITIC Bank B Branch has formed a customer-centered corporate culture,management concepts and management system,and has taken a series of measures in high-end customer management.At the same time,there are also the following urgent problems to be solved: lack of professional service personnel,failure to highlight the rationality of the service model,slow system updating and product innovation homogenization.The main reasons lie in insufficient attention to the training of professional service personnel,imperfect service mode,weak supervision of system renewal and inadequate enthusiasm for product innovation.The high-end customer relationship management of CITIC Bank B Branch can aim at improving the level of service team,improving the "hard facilities" of service,improving standardized service level and enhancing the service level and level of high-end customers,and establish high-end under the norms of differentiation principle,equality principle,emphasis principle,secrecy principle,honesty and trustworthiness principle,win-win principle and dynamic principle.Customer management system model,from customer identification,differentiation to enhance customer value,through interaction to improve customer loyalty to the bank,the establishment of personalized customer treatment to optimize high-end customer relationship management.To ensure that CITIC Bank B supports the smooth implementation of high-end customer relationship management optimization program.Safeguard measures should also be taken interms of team,system,technology and products.In terms of team guarantee,it is necessary to integrate existing human resources,tap experienced and professional talents,and introduce talents from outside to provide talent guarantee for the implementation of the scheme;in terms of system guarantee,it is necessary to issue "Customer Relationship Management Measures" to further improve the staff incentive mechanism;in terms of technical guarantee,it is necessary to strengthen from the perspective of future data finance.The construction of financial informationization and the innovation of differentiated products should be emphasized in the guarantee of product innovation.Customer relationship management of banks is a systematic and complex project,and high-end customer relationship management is only one part of it.To do a good job of customer relationship management of banks,only high-end customer relationship management is not enough,but also different types of customers to study bank customer relationship management.I believe that under the tireless research and discussion of many scholars,bank customer relationship Management will be gradually improved.