Research On Optimization Of SJ Bank Credit Card Customer Relationship Management Strategy

Currently,the financial market is becoming increasingly competitive,and the booming development of We Chat and Alipay third-party platforms as well as Internet technology has caused a huge impact on the credit card industry.The market share originally owned by each bank has been disrupted and each bank is trying to expand its existing credit card market share.The fee income from credit cards such as: fees and interest have become an important part of commercial banks’ profit income.This thesis takes SJ Bank as the research object to analyze the organizational structure of its credit card center and the current status of credit card customer relationship management.By analyzing SJ Bank’s external macro environment,industry environment,and the opportunities and challenges of SJ Bank’s current credit card business development combined with SJ Bank’s internal publicity and promotion capabilities,organizational structure human resources,and financial resources,the analysis is conducted.The current problems in SJ Bank’s credit card customer relationship management are identified through interviews with SJ Bank’s customers and a survey of customer satisfaction with the use of the card.Customer satisfaction theory and customer loyalty theory are used as a guide to design a strategy optimization proposal for SJ Bank’s credit card customer relationship management with the goal of improving customer satisfaction and loyalty.In this paper,we propose three problems in credit card customer relationship management of SJ Bank,which are the lack of clear customer segmentation,single card type and "homogenization" of credit card services,poor customer service quality,low customer satisfaction,and lack of effective performance evaluation system for credit card customer service.According to these three problems,the following solutions are proposed: first,to segment the current SJ Bank credit card customers and potential SJ Bank credit card customers by geographic area,customer income,customer knowledge background and customer education level,and different assets and lifestyles of different age groups,and to solve the problem of "homogenization" of credit card types and services;second,to strengthen the "homogenization" of credit card types and services."Second,strengthen the training of customer service personnel in basic business and the assessment of service quality to cultivate a high-quality customer service talent team;third,improve the performance evaluation system for SJ Bank’s credit card customer service personnel and establish a reward and punishment mechanism.The effective implementation of the proposed optimization strategy for SJ Bank’s credit card customer relationship management is guaranteed through four levels: human resources,information technology,organization,and system.