| With the slowdown of China’s economic growth and the decline of enterprise profit margin,residents’ income shows an upward trend,and the proportion of individual customer business of commercial banks increases year by year.Individual customer group will become the focus of competition of commercial banks,and the maintenance of this customer group is difficult.Therefore,commercial banks need an advanced management concept to improve individual customer satisfaction and loyalty,so as to strengthen the core competitiveness of commercial banks.Taking WL branch of Bank of Communications and its individual customer groups as the research object,this paper analyzes the current situation of individual customer relationship management of the branch by using the methods of questionnaire and interview,points out the problems existing in customer information collection and processing,customer identification,classification,maintenance and marketing team construction,and finds out the deep-seated reasons through literature research and survey data analysis.Combined with the specific situation of the sub branch,at the two levels of technical means and operation mechanism,this paper puts forward the optimization countermeasures of improving the information system,analyzing customers in many aspects,strengthening process management,giving full play to advantages and encouraging innovation.At the same time,in order to ensure the implementation effect of the optimization countermeasures,this paper puts forward specific safeguard measures from the three levels of system,information technology and talents.The proposal of optimization countermeasures starts from the two ideas of enabling business by information technology and paying attention to marketing team,defines the business direction of the sub branch to develop personal customer business,improves the service ability of the sub branch and helps the sub branch achieve its business objectives by improving the current situation of personal customer relationship management.The implementation of optimization measures enabled the sub branch to use information technology to improve the professionalism and enthusiasm of the marketing team,opened up new methods for the sub branch to develop individual customer business,and provided reference for other sub branches of the same scale.This paper is not limited to the previous research on high net worth customers,studies the full number of individual customers of provincial capital city commercial bank branches,pays attention to low-income groups,puts forward a new view of developing external operating system and analyzing customer information with data system in terms of technical means,and puts forward a new view of matching customer managers with customer groups in terms of business mechanism,so that while improving service level and overall performance,it plays a role of social responsibility in popularizing financial knowledge and improving the financial management ability of individual customers. |
