Research On The Optimization Of Middle And High-end Customer Relationship Management Of China Merchants Bank A Sub-branch

With the rapid development of China’s economy and the gradual improvement of per capita living standards,the wealth of the middle and high-end groups with strong financial foundations is showing explosive growth.As is well known,mid to high end customers belong to the middle force in the customer base pyramid of commercial banks.According to the 28 rule,mid to high end customers,who account for 20% of the total customer base,bring in 80% of the bank’s total profit.In the current economic slowdown and the continuous decline in bank interest rates,the mid to high end customer base is increasingly becoming an important resource that every bank must compete for.In the personal customer group of China Merchants Bank A Branch(hereinafter referred to as "A Branch"),the mid to high end customers with financial assets of over 500000 yuan but less than 5 million yuan-Jinkuihua customers-are the most important customer group for A Branch.The increase or decrease in the size of this customer group has a significant impact on the overall customer size of A Branch.However,at present,the mid to high end customers of Branch A are facing an unfavorable situation of increasing number of lost customers and assets,which has begun to have a negative impact on the operation and development of the entire branch.In order to solve this problem,while respecting the objective laws of the development of A branch,the author takes the optimization of A branch’s mid to high end customer relationship management strategy as the research direction to carry out the writing of the thesis.The writing of this thesis mainly adopts theories related to customer segmentation,customer lifecycle,customer relationship management,customer satisfaction and loyalty.Based on the actual situation of A branch,a survey questionnaire on mid to high end customer relationship management that conforms to the characteristics of A branch has been developed.Through the questionnaire survey,the situation of mid to high end customer relationship management in A branch has been understood.Through the analysis of the results of the survey questionnaire,it was found that the main problems faced by Branch A in mid to high-end customer relationship management are:(1)customer CRM system issues;(2)Customer management process issues;(3)Customer service issues;(4)Customer relationship management capability issues.Through analysis,the main reasons for the above problems in Branch A are the imperfect CRM system,low level of specialization of financial personnel,and incomplete service system.Propose corresponding measures to address the issues identified in the investigation and research,mainly including(1)optimizing the customer manager CRM system;(2)Optimize customer service processes;(3)Provide differentiated customer service;(4)Improve customer relationship management capabilities.Finally,in order to effectively achieve the effectiveness of the optimization strategy,guarantee measures are also proposed from the technical,personnel,institutional,and ideological levels,hoping to effectively reduce the turnover rate of mid to high end customers in A branch and improve the overall customer relationship management level of A branch.