Research On Optimizing Customer Relationship Management Of Y Branch Of J Bank Based On IDIC Model

The banking industry has always said that those who win customers win the world.Customer resources are the primary factor in current bank competition.How to do a good job in customer relationship management has become the focus of commercial bank management in the new era.Nowadays,with the rapid development of social economy and the deep integration of information technology and finance,the traditional banking services have been unable to meet the growing personalized needs of customers,and the problem of customer relationship management in the banking industry has become increasingly prominent.Based on the relevant concepts of customer relationship management,this thesis uses the customer life cycle theory,customer value theory,service marketing theory and relationship marketing theory,adopts the literature research method,case study method and survey method to analyze the current situation and existing problems of customer relationship management in Bank J,Y Branch,and conducts a questionnaire survey in combination with its actual situation,Further explore the causes of the problem.According to the actual situation of Y Branch of Bank of J,the IDIC(Identify,Difference,Interactive,Customize)model is selected as the research framework,and the implementation plan of customer relationship management of Y Branch is comprehensively constructed around four aspects of customer identification,customer differentiation,customer interaction and customer customization in combination with the above four major marketing theories;In addition,in order to ensure the feasibility of the continuous implementation of the plan,we put forward safeguard measures from four aspects,namely,strategic guarantee,organizational guarantee,institutional guarantee and technical guarantee,to promote the smooth implementation of the customer relationship management plan of Y Branch.The customer relationship management scheme proposed in the thesis will help Bank J Y Branch build a unified customer relationship management framework and form a customer relationship management system with clear objectives and centralized management.However,in order to substantially improve the quality and efficiency of customer marketing and operation management,Y Branch needs to base itself on the current situation,step by step,promote the implementation of the customer relationship management plan,create a corporate culture of comprehensive customer relationship management through the formation of joint forces from top to bottom,test the feasibility of the plan in practice,and make timely adjustments according to the actual situation.Effective customer relationship management must adhere to the long-term principle,constantly optimize and improve the company’s system,innovate the management mode,and introduce the old and bring forth the new.The improved customer relationship management system will certainly provide assistance for the improvement of the operation quality and efficiency of Bank J,Y Branch.