Research On Optimization Of Customer Relationship Management Strategy In Jinchang Branch Of China Construction Bank

With the slowdown of China's economic growth,the acceleration of interest rate liberalization and the rapid development of Internet finance,the traditional financial model under the original financial system is gradually changing.In the past traditional financial environment,banking institutions are at the core of the financial services industry chain by virtue of their sound system,rich products,huge resources and perfect services.However,the background of the new financial reform and the development of the Internet financial benign,with cloud computing,big data,chain blocks,artificial intelligence,mobile Internet,social networking,biological recognition and a series of a new generation of information technology represented by the development and application of financial(Fintech)the coming of the era of science and technology is changing the financial consumer needs and preferences of financial products and services,commercial bank's traditional product and service needs to be changed.In the new financial environment,the new financial ecosystem composed of third-party payment institutions,large retailers,e-commerce platforms and other market participants has brought huge impacts to commercial Banks,and the competition among commercial Banks has become increasingly fierce.It is urgent for commercial Banks to change their traditional business philosophy and inherent business model,so as to seize the opportunity to reshape customer relations and expand new business growth points.Customers are the cornerstone of the sustainable development of commercial Banks.Customer resources,customer quality and customer relationship determine the lifeblood of commercial Banks.Nowadays,the product design and service channels of commercial Banks are homogenized seriously,and their competition finally falls to the competition for customers.Customer relationship management(CRM)is a new business concept and management method for commercial Banks to explore and maintain customers.Its systematic construction can effectively improve customer satisfaction and loyalty and lay a solid foundation for the development of commercial Banks.Based on the concrete practice of the construction bank Jinchang branch customer relationship management(CRM)as a case,according to the theory of relationship marketing,customer value theory as the theoretical guidance,comprehensive analysis of the bank of construction,Jinchang real problems of the present situation of the customer relationship management(CRM)and,on this basis,from the customer recognition and segmentation,selection and development,customer maintenance and customer retention and customer value enhancement strategies,customer relationship management optimization from the organization,examination and management,manpower,service,risk of customer relationship management strategy implementation safeguard measures are put forward.Through the research on the optimization of customer relationship management strategy of CCB Jinchang branch,on the one hand,it can provide help and guidance for the realization of good customer relationship management,improve customer satisfaction and loyalty,and promote the benign,high-quality and stable customer relationship.On the other hand,it is expected to provide a reference for commercial Banks in customer relationship management and strategy optimization.