JY农商银行个人客户关系管理优化方案设计

【作者】 田丽；

【导师】 睢党臣；

【作者基本信息】 陕西师范大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 随着改革开放的推进,我们国家与世界经济的联系日益紧密,大量外资银行的涌入,中国的金融改革政策也在不断深化,商业银行之间的竞争日趋激烈,竞争的焦点也从传统产品竞争、服务竞争逐渐向客户竞争方向发展。所以,这种大环境之下,对众多商业银行的发展提出了更高的要求,传统的银行客户管理要跟随时代的发展进行同步更新。JY农商银行必须要根据实际情况革新管理现状,争取在激烈的竞争中站稳脚跟,进一步巩固和提高市场竞争力,以适应时代发展的要求。客户关系的管理对于银行的发展而言是非常重要的一部分,这需要以一种个性化方式满足顾客需求是银行更新管理水平和管理理念的要求,是提升银行核心竞争力的重要手段。本文以个人客户关系管理为主线,通过问卷调查的方式,对JY农商银行的相关工作人员对银行客户关系管理方面的相关问题进行了调查,首先对论文写作背景进行介绍、目的及意义;其次对JY农商银行个人客户关系管理现状进行了详细的调查,发现JY农商银行目前的个人客户关系管理现状是客户构成结构不合理、客户经理人员维护客户关系滞后,尤其对贵宾客户维护滞后,客户经理人员配备较少,客户关系模糊,对客户的管理关系并没有进行深究探索行为等等,这也就说明关系管理的业务流程问题重重,并从中找出存在的问题主要包括农商银行个人客户的数量比例较低、农商银行客户的满意度和忠诚度不高、JY农商银行的产品品种少,分析出现问题的原因主要有经营理念落后、客户资源调配单向、业务流程效率低下、制度实施不到位、客户信息挖掘不充分。通过分析研究得出了 JY农商银行个人客户关系管理优化的必要性,为下一步设计方案奠定基础;然后根据JY农商银行的实际情况设计出具有针对性的个人客户关系管理优化方案,包括保持与客户互动,增强服务理念、多维度分析客户,实现有效管理、优化业务流程,提高客户满意度、优化客户信息渠道;最后,针对方案的实施提出了几点保障措施,即树立正确的服务理念、配备充足的专业人才、健全各项配套制度、完善客户信息库数据,以确保方案实施的可行性。更多还原

【Abstract】 Along with the advancement of reform and opening up,our country contact with the world economy increasingly close,the influx of a large number of foreign Banks,China’s financial reform are deepening,the competition between commercial Banks,the focus of the competition is also gradually from traditional product competition,service competition to develop in the direction of customer competition.Therefore,under such circumstances,the development of many commercial Banks put forward higher request,the traditional bank account management for synchronous update to follow the development of The Times.JY agri-businesses Banks must innovation management status,according to actual condition to gain a foothold in the competition,to further consolidate and improve market competitiveness,to adapt the demand of times development.Customer relationship management(CRM)has always been an important part of banking business development,is the bank take the customer as the center of the important performance of service concept.The demands of the development of customer relationship management(CRM)is the current era is a bank to update the management level and the management idea,is the important way to promote the core competitiveness of Banks.Based on personal customer relationship management as the main line,through the way of questionnaire survey,to JY agri-businesses bank to bank customer relationship management(CRM)with respect to the relevant staff of related issues,to JY agri-businesses bank individual customer relationship management(CRM)has carried on the deep analysis.This paper firstly introduces the research background,purpose and meaning;Second to JY agri-businesses bank individual customer relationship management present situation has carried on the detailed investigation,found that JY agri-businesses bank of the present situation of personal customer relationship management(CRM)is a customer form structure is not reasonable,VIP customers deferred maintenance,customer manager equipped with insufficient,unreasonable staff and post distribution,inadequate personal cognition of customer relationship management,personal customer relationship management(CRM)lack of execution,personal customer relationship management(CRM)business process problems,and to find out the existing problems including agribusiness bank personal customer ratio is low,the number of farmers commercial bank customer satisfaction and loyalty to compare,JY agri-businesses bank less product variety,analyze the cause of the problems are mainly backward management concept,customer resource allocation one-way,inefficient business processes,system implementation does not reach the designated position,inadequate customer information mining;And then put forward the optimization of JY agri-businesses bank personal necessity of customer relationship management,design to lay the foundation for the next step;JY farmers obtained by analysis and research the necessity of commercial bank individual customer relationship management optimization design to lay the foundation for the next step;Then,according to the actual situation JY agriculture bank design optimization of targeted personal customer relationship management(CRM),including customer recognition scheme design improvements,the customer to distinguish the design improvement,customer interaction design improvement,customized design improvement;Finally,puts forward some safeguard measures for the implementation of the scheme,namely,set up the correct service concept,equipped with adequate professional talents,perfecting the supporting system,perfecting the customer information database data,in order to ensure the feasibility of the implementation of the.更多还原