Research On Customer Relationship Management Of ZX Bank Retail Business

With the rapid development of Internet technology,the operation mode of bank retail industry has undergone tremendous changes.The application of electronic channels enables banks to break through the constraints of physical bank branches and provides all-weather services to retail customers wherever and whenever possible,thus making the relation between banks and customers closer.But the convenience of the Internet also makes the distance between customers and banks further.Many businesses that need to be handled in the counter do not need the bank branches any more.However,due to the convenience of the Internet,the information asymmetry gradually disappears.Customers have more choices for their selection.They not only cast covetous eyes on the Internet financing business but also are threatened by the of Internet innovation of the same industry.The banks,the customer-centered large-scale enterprises,need to face the rapid growth of business scale as well as the fierce competition of Internet financing and banking industry.In order to maintain the high growth of bank retail sales,the customer relationship management ability of bank retail business becomes more and more important.Based on the customer relationship theory,this paper analyzes the current situation of personal customer management,the existing problems and its causes and then puts forward the promotion strategy of the CRM of the retail business in ZX bank through the case study of the CRM of the retail business in ZX bank.The results show that we must pay attention to and improve CRM system function and implement effective CRM strategy so as to fundamentally improve the ability of CRM.Today,with the rapid development of the Internet,this study provides practical significance for the practice of CRM in ZX bank,reference significance for CRM in other commercial banks.