Research On Optimization Of Customer Relationship Management Of Shu Guang Sub-Branch Of ABC ChangChun Branch

With the increasing disposable balance of Chinese residents and the stronger demand for wealth management and asset allocation,a large number of foreign financial institutions have been attracted to enter the Chinese market.At the same time,China’s Internet finance,urban commercial banks and rural commercial banks have also entered the wealth management market,bringing pressure and challenges to state-owned banks.In particular,at present,the interest rate difference between bank deposits and loans is narrowing,financial products are much the same,and commercial banks’ customer channels,customer satisfaction with financial services,quality customer relationship stickiness and key customer turnover rate have become the key factors affecting the development of commercial banks.Therefore,it is of great strategic significance for state-owned banks to establish a firm customer relationship and build a scientific and effective customer relationship management system.According to the current customer relationship situation of Agricultural Bank of China Changchun Shuguang Sub-branch,this paper analyzes the current situation of Shuguang Sub-branch from the perspectives of customer relationship management mode,customer information system use and supporting value-added services.It is concluded that there are some problems in Shuguang Branch,such as confusion of customer relationship management personnel,unclear customer relationship management objectives,inadequate use of customer relationship management system,and unsound customer maintenance and marketing system.In view of the above problems,it is decided that Shuguang Branch should not blindly follow the previous principles of customer relationship management,but should base more on customer needs and apply new management modes and methods to enable the bank to realize the sharing of customer resources and information,and make use of them,so that the bank can grasp the core of customers,analyze customer value and analyze customer psychology from the massive information.Further improve the development environment and pattern of Shuguang Branch,so as to maximize the bank’s profit.In order to solve the problems existing in customer relationship management of Agricultural Bank of China Changchun Shuguang Sub-branch,this paper designs an optimization plan for customer relationship management.Firstly,it starts from enhancing stratified and differentiated service of customers,evaluates the risk level and contribution value of customers of different levels according to the situation of customer classification,and improves the quality of prior research on individual customers and enterprises.Develop classified service plan according to customer’s value and cycle requirement.Secondly,we should provide refined services for surrounding customer groups,have a detailed and in-depth understanding of the characteristics and needs of surrounding customer groups,formulate financial service plans based on their actual conditions,and provide financial products more in line with their behavioral preferences.At the same time,we should pay attention to the continuous investment in customer informatization,improve the use efficiency of DCRM system,use information tools,receive customer feedback as soon as possible and as clearly as possible,and respond to it as soon as possible to make improvements,so as to make customers more satisfied and enhance customer stickiness.Finally,we will strengthen the convenience of online and offline linkage,build new online scenes,make full effort to create online financial ecological circles,continuously increase the application scenarios,and improve customer acquisition ability.In order to optimize the effective implementation of the scheme,safeguard measures are proposed in the aspects of organization,human resources,corporate culture and management mechanism.