Research On The Optimization Of Retail Customer Relationship Management In Y Sub-Branch

In recent years,with the development of China’s economy and the rapid rise of Internet finance,the business model of the domestic banking industry has undergone tremendous changes,which has made the competition in the entire banking industry increasingly fierce.As a county city commercial bank,Y branch is not only facing the threat of Internet finance,but also facing competition from other county banks,such as the four state-owned banks,rural commercial banks,and postal savings banks.In order to stand out from many competitors,Y Branch must transform from a traditional product centered competition model to a customer centered one,as each bank’s products are homogeneous and the content and form of inter bank products are similar and slightly different.For branch Y,only by focusing on maintaining customers and retaining more valuable customers can it remain invincible in the competition.This thesis focuses on the customer management of Y branch’s retail business,aiming to better study and strengthen the retail customer relationship of Y branch,increase the stickiness of Y branch’s retail customers,and improve the loyalty of Y branch’s retail customers.The author’s research involves commercial bank customer relationship management,customer satisfaction,customer value,and customer segmentation through reading a large number of journals and other literature.The thesis first analyzes the marketing environment of Y branch,which involves internal analysis of Y branch and analysis of external market competitors.Secondly,using questionnaire surveys and on-site interviews,this study explores a series of issues in customer relationship management at Y branch,such as weak customer service awareness among employees,difficulty in expanding effective new customers,difficulty in maintaining mid to high-end customers,and incomplete CRM system functions.Finally,the following optimization strategies were proposed to address the existing problems of Y branch,including strengthening customer service awareness,increasing customer acquisition channels,optimizing the customer manager team,adding value to customer interaction scenario marketing,and technology empowerment to optimize the customer love system.At the same time,measures have been proposed to optimize customer relationship management from the perspectives of internal management support,professional talent support,and information technology hardware support.