摘要
客户是银行发展的重要资源，随着银欧亿·体育（中国）有限公司竞争的日益激烈，各大银行纷纷加
入对客户资源的争夺。很多商业银行在经营转型中推出“以客户为中心”的服务
理念，实行客户关系管理策略，但是在具体推行过程中，如何有效地筛选客户、
识别客户、维护客户、稳定客户关系、提升客户价值贡献，实现客户关系管理的
不断优化，是各银行机构亟待解决的现实问题。
本文以邮储银行 X支行个人客户关系管理为例进行研究论述。依据客户价值
理论、客户关系营销理论、客户生命周期理论，对 X支行个人客户关系管理现状
及相关数据进行分析，找出支行当前在个人客户关系管理中存在客群分层不精细、
联动营销不精准、客户服务不专业、客户管理意识不到位、客户关系管理效率评
价机制不完善等突出问题，并剖析了问题形成的具体原因，包括：客户关系管理
和执行不到位、客户服务专业能力不到位、客户管理意识不到位、客户管理理念
陈旧、效率评价机制不完善等。
同时，本文结合相关理论依据及 X支行实际，提出个人客户关系管理的优化
方案。首先，优化架构包括：客户管理意识优化、机制优化、系统功能优化、绩
效考核优化。其次，改进流程包括：细分客群提供差异化服务、运用 CRM系统定
位精准需求、线上线下渠道融合、搭建金融服务生态圈和客户关系管理效果评价
等。最后，依据改进流程逐项提出切实可行的优化实施措施，通过更新客户关系
管理服务理念、细分目标客群分层维护营销、应用系统工具实行过程跟踪、拓宽
服务渠道提升客户体验、实行客户流失防范与挽留策略、落实有效的考核评价机
制，以及人才保障、制度保障、信息技术保障、团队文化保障等具体保障措施，
为邮储银行 X支行个人客户关系管理的优化提升提供了有益的落实方案。
关键词：邮储银行，客户关系管理，客户服务，优化方案
I
Abstract
Customers are important resources forthe development of banks. With the
increasingly fierce competition in the banking industry, major banks have joined in the
competitionfor customerresources.Many commercialBanks inthebusiness
transformation to launch "take the customer as the center" the service idea, began to
implement customer relationship management strategy, but the specific implementation
process, how effective screening customers, identify customer, customer maintenance,
stable customerrelations andenhance customervalue contribution,realize the
continuous optimization of customer relationship management , is a realistic problem
urgently to be solved in banking institutions.
This paper takes THE personal customer relationship management of POSTAL
Savings Bank X Branch as an example for research and discussion. Based on the theory
of customer value, the theory of customer relationship marketing and the theory of
customer life cycle, this paper analyzes the current situation and relevant data of
individual customer management in X Branch. It found out the outstanding problems
existing in the personal customer relationship management of branch, such as imprecise
customer group stratification, imprecise linkage marketing, unprofessional customer
service,inadequate customermanagementawareness,and imperfectevaluation
mechanism of customer relationship management efficiency, and analyzed the causes of
the problems, including: Customer relationship management and execution are not in
place, customer service professional ability is not in place, customer management
consciousness is not in place, customer management concept is outdated, efficiency
evaluation mechanism is not perfect, etc.
At the same time, combined with the relevant theoretical basis and the actual
situation of X branch, this paper puts forward the optimization scheme of individual
customer relationship management. First of all, the optimization framework includes:
customer management consciousness optimization, mechanism optimization, system
function
optimization,
performance
evaluation
optimization.
Secondly,
the
improvementprocess includes:providing differentiatedservicesby subdividing
customer groups, positioning precise needs by using CRM system, integrating online
III
and offline channels, building financial service ecosystem and evaluating the effect of
customer relationship management, etc. Finally, based on the improved process item by
item, put forward thefeasible optimization measures, by updating thecustomer
relationship managementserviceconcept, layeredtarget customersmaintenance
marketing segment, the application system tools implement process tracking, broaden
the service channels of improving customer experience and practice the customer loss
prevention and retention strategy, implement effective evaluation mechanism, And put
forward the talent guarantee, information technology guarantee, team culture guarantee
and other specific guarantee measures, for THE POSTAL Savings Bank X branch of the
optimization of individual customer relationship management to provide a beneficial
implementation plan.
Key words: Postal Savings Bank,Customerrelationship management,Customer
service,Optimization scheme
IV