Customer Relationship Management Of Retail Business In Branch X Of China CITIC

The increasingly fierce competition between banks and non banking institutions,as well as within the banking industry,has led to a buyer’s market dominated by customers in financial activities.Stable high-quality customers are an effective force to promote the development of banks,and the competition for customers in the market is increasingly fierce.Therefore,improving customer relationship management is of great significance for banks to improve their competitiveness and their own value.This paper first expounds the theory of customer relationship management,customer satisfaction,customer marketing and market segmentation.On this basis,this paper analyzes the development of retail business in X branch of China CITIC Bank from the number and structure of retail business customers and AUM of customers at all levels;This paper analyzes the current situation and main problems of customer relationship management of retail business of X sub branch from the aspects of customer information,organizational structure and customer market,including mismatching of organizational structure and customer management,inadequate segmentation of customer market,single marketing mode,inadequate maintenance of customer relationship,low efficiency of customer relationship management system and imperfect evaluation mechanism of customer relationship management.Based on the principle of customer value orientation,the establishment of a standardized customer management system,and the building of the core competitiveness of retail banks,this paper proposes a plan to improve the customer relationship management of X sub branch,including fine classification,dynamic management,emphasis on the establishment of customer information,improvement of professional retail sales team and innovation of customer retention mechanism.Finally,this paper puts forward the guarantee measures for the implementation of customer relationship management in X sub branch from the aspects of organization and system guarantee,information technology guarantee,human resources guarantee and enterprise culture guarantee.