Research On Retail Customer Relationship Management Of Q City Rural Commercial Bank

With the deepening of China’s economic system reform and the rapid social and economic development,the quality of life and income level have been significantly improved,the quality of life has improved significantly,and the demand for financial products has also become increasingly strong.Still,the global economic situation is grim,with the intensification of turbulence,and many uncertain factors increasing significantly.The risk of capital market is high.Deposit products can meet the needs of people to ensure the value preservation and appreciation of assets,prevent market risks,and change the composition of asset allocation of family financial assets.Under the rapid development of commercial banks,and the commercial banks in small and medium-sized cities have become more and more competitive.The domestic financial market shows a good state of development,but under this background,the rural commercial banks and local rural credit cooperatives are facing a huge test.As the basis for banks to carry out various businesses,retail customer relationship management has become the foundation of bank business development,and also become the main field for major banks to compete for.If commercial banks want to improve their competitiveness,they should first carry out reasonable market segmentation and clear market positioning,so as to show differentiation in marketing strategies,so as to occupy a larger market share and obtain more operating benefits.In this context,this article first briefly reviews and summarizes the research background,relevant concepts and theories of retail customer relationship management in commercial banks.Then,taking Q City Rural Commercial Bank as an example,it provides a detailed introduction to its basic banking overview,retail business status,and current status of retail customer relationship management.On this basis,the paper conducted questionnaire surveys and focus interviews with bank retail customers and bank management personnel to deeply explore the problems in customer relationship management of Q City Rural Commercial Bank’s retail business.The survey found that Q City Rural Commercial Bank’s customer service awareness,customer segmentation,value positioning identification,retail business product settings,service quality level There are still areas for improvement in the utilization rate of electronic intelligent customer management systems.Therefore,the paper proposes that Q City Rural Commercial Bank needs to clarify the goals of the bank’s retail customer relationship management,scientifically identify and segment retail customer value,optimize the product structure of retail business,create a highly maintainable workforce,and build a digital empowerment integrated financial service platform and other improvement strategies,I hope to have a positive impact on the practical development of retail customer relationship management in Q City Rural Commercial Bank,promoting its rapid and sustainable development of retail business,and also providing some reference for other commercial banks.