Research On The Optimization Of Customer Relationship Management Of B Branch Of Bank A Based On IDIC Model

In order to better follow the pace of the times,bank A mainly carries out transformation work from three aspects: solidified retail business transformation,net value transformation of financial products and digital transformation.In the past,the branch of bank A played the role of the delivery place of financial products.With the in-depth development of the transformation work,the branch of bank A will become a comprehensive financial service experience platform in the future.In this process,customer relationship management is particularly important.B branch as a provincial branch of the secondary branches,its business development is limited by many policies and department,in this case,B branch will take personal customer relationship management(CRM)as the introduction,in the fierce competition environment to find its operation characteristic,efforts to grow,make customer relationship management strategy B branch booster for the development of high quality,So as to improve the market competitiveness of B branch,B branch can better provide financial services for individual customers.This paper adopts literature research method and comparative analysis method to study the individual customers of B branch of bank A,flexibly uses the IDIC model of customer relationship management to analyze the status quo of customer relationship management of B branch in four aspects: customer identification,customer classification,customer interaction and customer customization.By issuing questionnaires and analyzing the data of the questionnaire,we find out the low-scoring options in the questionnaire,which represent the deficiencies of B branch in some aspects,namely,the problems of B branch.Starting from the problem,find out the causes of the problem,that is,the professional quality of the bank staff needs to be improved,the bank system is not perfect,there is no clear understanding of customer relationship management,lack of innovation and so on.Combined with background of transition and the related theoretical knowledge,draw lessons from domestic and foreign scholars in the area of customer relationship management related experience and theoretical achievements,on the basis of IDIC model,the optimization scheme is proposed,namely,from the customer recognition,classification,interactive,custom four aspects to improve the way of B branch of customer relationship management(CRM),the branch B can keep the advantage in the fierce market competition.