Research On Personal Customer Relationship Management Of Bank Branch

In recent years,the financial need and consumption habits of individual customers have rapidly changed,the financial industry has become increasingly open,and the growth of postal banking personal business has stagnated.The Postal Savings Bank of China has not been maintained for a long time.The theory of customer relationship management is rarely used in the practice of outlets.For this reason,it is particularly urgent to adopt appropriate theories to improve the customer relationship management system of the Postal Savings Bank.The outlet is the most basic unit of the bank.It is an important platform for displaying the brand image of the bank,developing the business,expanding,and maintaining the customer relationship.It is of great practical value to research the customer relationship management of the bank's grassroots outlets.This paper uses Relationship Marketing,Customer Value Theory,The Identify,Differentiate,Interact,Customize Model to explain the personal customer relationship management of the CQ branch and the main problems,using questionnaires and interviews to analyze the existing individual customers of the CQ branch.The demographic characteristics and consumption behaviors are summarized.Then,according to the IDIC Model,the value segmentation and demand segmentation of the CQ sub-group individual customer groups are carried out,and the marketing plan for the classified consumer groups and key customer groups is proposed.The research in this paper finds that the root of the problems such as the small size of individual customers,the low proportion of middle and high-end customers,and the poor performance of retail business operations are all caused by the lack of standardized customer relationship management.Using the IDIC theory(identifying customers,analyzing differences with customers,maintaining interaction with customers,adjusting products or services to meet customer needs),four core elements are better for analyzing the individual customer relationship management system of CQ branches in the case.The main dilemma facing the current personal business development of CQ sub-branch will help improve the efficiency of the CQ sub-branch management.