Research On Customer Relationship Management Based On Customer Value

At present,China has entered a new normal of economic development,interest rate marketization has developed in depth,and a comprehensive and strict supervision pattern has basically taken shape.Under this background,the competition in China's banking industry has become increasingly fierce.The premise of commercial banks to maintain their core competitiveness lies in the management level of customer relationships-how to effectively identify important customers from a large customer base,correctly measure customer value,and effectively manage customers with different values,becoming a commercial bank solved problem.The current definition and segmentation of customer value by a commercial bank,that is,its customer relationship management strategy,will determine its core strengths and market position in the next 5 to 10 years.Therefore,the research on customer relationship management based on customer value has important practical significance for the exploration of customer relationship management in commercial banks.Based on the behavior of H Bank Heilongjiang,this paper designs a customer value measurement index system for H line.Based on this system,it comprehensively analyzes the core indicators of H line customer value evaluation,and carries out the classification matrix based on the potential and current model construction,describes various value customer advantages,proposes standardized development strategies for various value customers,and proposes corresponding CRM measures.This paper finds that H-bank customer classification management exists:unreasonable customer classification,imperfect product design,lack of competitive value-added services for high-value customers,lack of customer relationship management strategy based on customer value,and the above problem is H The bank proposed:establishing a scientific and effective customer value evaluation model,strengthening product design and development,conducting differentiated marketing,and establishing customer relationship management processes based on customer value.