Research On Private Banking Customer Churn Warning And Retention Rate Increasing Of A Bank B Branch

Since the 1980 s,due to the opening and support of political and economic policies,China's economy has maintained rapid development.With the rapid growth and accumulation of economic wealth in the whole society,more and more people have entered the rank of “high-asset groups”.At the same time,it has become a quality customer that domestic commercial banks are chasing.In order to meet the increasingly diversified,personalized and complex service needs of high-asset groups,commercial banks began to implement strategic transformation and development ideas.In 2007,they gradually set up private banking services to make up for the shortcomings of traditional financial services that are difficult to meet the needs of high-asset groups.Compared with foreign private banking business development,China's private banking business is still in the early stage and initial stage of business development due to its late implementation.In the process of business development,products and services are inevitably not matched with customer needs.Problems such as insufficient market positioning and business opportunity mining,imperfect business marketing plans and evaluation mechanisms,etc.,can easily lead to a decline in the satisfaction of private banking customers,weaker customer loyalty,and ultimately the loss of private banking customers.This paper first introduces the concepts,characteristics,basic models,and the churn rate and retention rate of private banking.By combing relevant research at home and abroad,it reveals the decline in customer satisfaction and customer loyalty in the development of private banking in China's commercial banks.Secondly,it introduces the status quo of private banking business management and the current situation of customer churn in recent years,and analyzes the characteristics of private banking customer churn group based on relevant data.Then,it constructs a private banking customer churn early warning indicator system,including seven business indicators in three dimensions of product,account and transaction information,and evaluate the application and effect of the early warning indicator system.Finally,based on the big data analysis of the early warning indicator system,five countermeasures to improve the retention rate of private banking customers of A Bank B branch are proposed.The effect of customer retention rate improvement is evaluated from the two aspects of meaning and method,and finally combined with A Bank B branch.The actual private banking business development,from the perspective of customer marketing,customer maintenance,cost-benefit perspective,the value of customer retention rate enhancement is reflected.The research results show that:(1)A Bank B branch can optimize the new generation of core production system,generate huge amount of customer information resources and business transaction data through information platform and data analysis tools,helping itself to tap potential customers faster and more.Well maintain high-end customers and improve the level of customer relationship management in commercial banks.(2)By constructing the early warning indicator system,A Bank B branch can help the Bank's list of potential lost customers to submit relevant personnel to conduct customer due diligence,pay attention to potential customers,and take corresponding measures to strengthen customer relationship management,restore customers and reduce customer risk.(3)A Bank B branch can strengthen the fine management of private banking business from five aspects: customer relationship management concept,product design and platform construction,professional talent team construction,data management and basic management,and collaborative linkage and resource integration in order to increase its private bank customer retention.