| With the deepening of the development of financial market in our country,the word "finance" is no longer remote,but falls into the common households and has the significance of the whole people,every family’s strong demand for finance,leading to the explosive growth of banking business.State-owned banks,joint-stock banks and rural banks are in full bloom,and the financial market has ushered in a period of rapid development.All banks are constantly developing themselves to meet the needs of customers.However,in recent years,due to the deepening of supervision,the rules of the banking system are gradually clear,the banking industry is increasingly standardized,the homogeneity of banking business is intensified,and the competition among banks is fierce.It is difficult for customers to establish a long-term cooperative relationship with a commercial bank,and customers become the necessary resources for various banks to compete.Therefore,customer relationship management naturally becomes one of the important courses for commercial banks to learn and be familiar with.Dadi Bank is one of the six state-owned banks,has a rich history,is the leader of modern banking reform.Since its establishment,Dadi Bank has won the favor of many customers through good service and diversified financial products.However,with the rise of more and more joint-stock banks and the rapid update of market demand,Dadi Bank’s market recognition has gradually decreased,with serious customer loss and lack of new customers.Therefore,it is imperative to establish a customer-centered business philosophy,so effective customer relationship management has become increasingly important.The author chooses Jingyue Branch of Dadi Bank as the research object,summarizes the current situation of its relationship management for private customers,finds out that the deficiencies of relationship management for private customers mainly lie in weak professional skills,lack of effective marketing methods,unreasonable internal structure setting,and lack of information construction,and then seeks the reasons and proposes targeted optimization schemes.It focuses on the four aspects of enhancing customer-centered service consciousness,optimizing business process,strengthening information construction,and carrying out multiple marketing.Finally,it puts forward safeguard measures for the optimization and improvement of private customer relationship management of Jingyue Branch of Dadi Bank,through establishing customer-centered service consciousness,optimizing business process,strengthening basic information construction,and carrying out multiple marketing.Strive to optimize and improve the relationship between Jingmonthly Branch of Dadi Bank and private customers,improve customer satisfaction and loyalty for Jingmonthly branch of Dadi Bank,and increase the profitability and core competitiveness of Dadi Bank. |
