Research On The Optimization Of A Bank’s Client Relationship Management In Financial Service

At present,the relationship between the market pattern and customers of China’s banking industry is changing with the rapid development of social economy.First,the accumulation of private capital and personal disposable income year by year makes people’s demand for financial services higher and higher;Secondly,with the entry of foreign banks and the rise of Internet finance,domestic banking industry has become increasingly competitive in the same industry.In addition to the impact of the COVID-19 in recent years,Chinese commercial banks are facing multiple pressures and challenges.Therefore,commercial banks,as institutions providing financial service products,urgently need to make changes and adjustments,and strive for self breakthroughs in products and services,so as to form a competitive advantage in the financial market.Customer relationship management is an important means for an enterprise to improve its core competitiveness.Through the use of information technology and means to properly handle the interaction with customers in marketing and service,it continuously provides customers with products and services,highlighting the concept of "Take the customer as the center",and it is in the same vein with A bank’s service philosophy "For the customers,service best".This paper first expounded the concept of customer relationship management,and then extended to the characteristics and core content of customer relationship management in commercial banks,leading to the importance of customer relationship management strategy.Then,this paper analyzes the current situation and problems of customer relationship management of Bank A,summarizes the problems for the current customer relationship management of Bank A from the aspects of products,the decrease in the number of customers visiting banks,customer service and the assessment orientation of the bank,and puts forward the objectives and work direction of the optimization of customer relationship management strategy of Bank A.Specific optimization suggestions are put forward from the aspects of formulating clear customer group positioning,categorizing customer group management,increasing customer stickiness and loyalty,and digging customer value deeply,and corresponding guarantee measures for strategy optimization are given.The author hopes that through the study of this paper,on the basis of learning and using advanced customer relationship management strategies at home and abroad,to solve some pain points of the existing problems in domestic commercial banks customer relationship management,and accordingly to design a set of commercial banks customer relationship management strategies of practical significance.It is hoped that through the research on the strategy optimization of customer relationship management system of Bank A,it can provide some experience for reference for similar industries and enterprises.It also makes a contribution to the development of comprehensive CRM in the application field of China’s commercial banking industry.