Research On The Hierarchical Management Of Individual Customers In XY Bank Taiyuan Branch

With the increasingly serious homogenization of commercial banks’ services and products,and the increasingly fierce competition in the financial market environment,these have brought great challenges to the development of commercial banks.To survive in the current cutthroat market environment and gain more market share,commercial banks should pay no attention to the development of customer hierarchical management and improve their competitiveness in the war.Through effective customer hierarchical management,it is not only beneficial to improve the overall performance of commercial banks,but also of great significance to improve customer value and customer satisfaction.Based on this,this paper intends to adopt the methods of literature review,case analysis,in-depth interview,etc.,combined with the theoretical knowledge of customer relationship management theory,life cycle theory,etc.,and take Taiyuan Branch of XY Bank as an example,to put forward the problems existing in the bank’s hierarchical management,namely,inaccurate customer value identification,low customer contribution and insufficient customer mining.Through our research and analysis of the current hierarchical management of individual customers in Taiyuan Branch of XY Bank,we put forward three types of customer value evaluation tables,and drew the following conclusions: First,from the perspective of customer industry,customer risk tolerance,customer demand attributes and customer acquisition channels,we put forward a new preliminary evaluation value table for new customers,further dividing new customers into new customers with focus on development,new customers with higher development Generally develop new customers and be cautious in entering new customers.Understanding the needs of customers can tap the potential value of customers,provide good services for customers,and improve the customer’s dependence on the bank,and gradually become the bank’s stock customers.Second,establish the current contribution value table of stock customers from customer asset size,RAROC value,EVA value,and customer product holdings,divide customers into key maintenance stock customers,high maintenance stock customers,general maintenance stock customers,and exit maintenance stock customers,evaluate from different customer contributions,and propose different strategies to improve customer loyalty.Third,from the perspective of customer’s family life cycle,customer loyalty and customer transaction behavior,customers are divided into potential customers,potential customers,potential customers and declining potential customers,Deeply understand the transaction behavior of different customers,prolong the life cycle of customers,and reduce the loss rate of customers.On this basis,the article puts forward specific improvement strategies from four different aspects of product,price,channel and promotion,and puts forward detailed improvement strategies and safeguard measures in various aspects for different customer groups.Through this discussion,it is expected to have certain theoretical and practical significance for XY Bank Taiyuan Branch in optimizing the hierarchical management of individual customers,and also have certain reference significance for other peers in the hierarchical management of customers,and promote the development of customer management relationship.