Research On The Optimization Of Corporate Customer Relationship Management Of H Bank Z Branch

For commercial banks,corporate business has always been the core business of banks,the main source of deposits and profits,and the quality of public development is directly related to the development of commercial banks.In recent years,the competition between various commercial banks has become more and more fierce,from the original product competition to a new stage of customer relationship competition,how to obtain high-value customers,have a full understanding of key customers,and constantly improve customer satisfaction and loyalty to the bank has become the key to the competitiveness of commercial banks.This paper first defines the connotation of customer relationship,expounds the relevant theories of customer relationship management,investigates the current situation of customer relationship management of H Bank Z Branch through the design of questionnaire,and then obtains its shortcomings in customer relationship management,and finds the main problems:poor application effect of customer management system,lack of customer hierarchical management,poor service and product quality,low comprehensive quality of customer managers,etc.,and makes an in-depth analysis of the above problems.In view of the shortcomings of H Bank Z Branch in corporate customer relationship management,this paper proposes corresponding improvement plans,including:strengthening the construction of digital system,strengthening the hierarchical management of corporate customers,improving customer experience and satisfaction to improve service awareness cultivation strategy,and corporate account manager team building strategy.Finally,the safeguard measures of the customer relationship management plan of H Bank Z Branch are proposed,mainly from the aspects of increasing investment in digital construction of the whole bank,strictly implementing the hierarchical customer management mechanism,improving product and service design,and strengthening the construction of customer management team,etc.,to strengthen the management and development of corporate customer relationship of Z Branch.