Research Of Customer Relationship Management On Beijing Branch Of M Bank

Under the impact of the Covid-19,traditional commercial banks are facing the challenge of reduced contact with customers,and at the same time,as the market competition pressure among the banking industry continues to intensify,in order to stand out among many banks,we must start from customer needs,strive to develop the bank’s special services and quality services,strive to improve customer satisfaction and loyalty,maintain good relationships with customers,develop effective customer relationship management optimization measures,and guarantee the number of customers continuous and stable growth,and promote the construction of a quality bank and an evergreen bank.The main research object of this paper is M Bank Beijing Branch.Based on the relevant research of domestic and foreign scholars,the theoretical concepts related to relationship marketing theory,customer relationship life cycle theory,customer satisfaction,and customer loyalty are explained,and the data are analyzed by distributing satisfaction questionnaires to customer groups investigating the products and services of M Bank Beijing Branch,and using SPSS analysis tools,and the bank’s products,personnel The data was analyzed by using SPSS analysis tools,and the current status of customer relationship management of M Bank Beijing Branch was reflected through customer satisfaction in six dimensions: bank products,personnel,service quality,branch construction,mobile banking service experience,and customer contact interaction,as well as problems in customer relationship management,reasons for the problems,and corresponding optimization and implementation plans,such as providing innovative combinations of special products,strengthening training of customer relationship management personnel,upgrading the financial business model of branches,providing differentiated quality services,and improving customer loyalty.The company will also help improve the customer relationship management of M Bank Beijing Branch by Providing the rich characteristic product combination,expanding the channel,strengthening training for customer relationship managers,upgrading the financial business model of the branch,improving service quality,accelerating the development of mobile banking,strengthening customer contact and interaction,and focusing on enhancing customer potential,to help improve the customer relationship management of M Bank Beijing branch.It is hoped that the research results contained in this paper will help improve the current situation of customer relationship management in M Bank Beijing Branch and provide reference for other companies in the same industry.