交通银行四的川省分行客户关系管理分析.docxVIP

v v a lu e ，a n d th a t le a d s to lo w v a lu e e u sto m e r s o c cu P y in g lo t o f re la tio n sh iP re s o u rc e s th at c an m a k e P ro fit. S e e o n d ，th er e h av e so m e d e v iat io n s ab o u t in fo rm a tio n tran s fe r，an d in d ic ate th at th e b a n k h a s n o t b u ilt re latio n shiP P r o a e tiv e so m etim e s . T h ird ，it h a s n o t s e t u P P r o P er cu sto m e r re latio n sh iP v a lu e ，an d ab o v e a ll，it 15 th at “star’，c u sto m e r ’5 sc o re in re latio n sh iP v a lu e lo w er th an O th er s . F ro m th at th e ta rg e t c u sto m e r su b s e c tio n b y c u sto m e r v a lu e ， thi s P aP e r P ro P o s e s th e B a n k o f C o po rn u n ic atio n s S ic h u an P ro v in c ia l B ran c h sh ould set uP diffe rential eu stom er relation shiP man agem ent n otion an d tran sfo n 卫 th is n o tio n in to th e c u ltu re o f th e b a nk . B a s e d o n d iffe r e n tia l m an ag em ent n otio n ，C llS sy stem an d elassify th e eu stom er w ith cu stom er v alu e ，th e b a n k e an m ak e th e di 月笼re n tial e u sto m er m an a g em e nt . T h at 15 ， tak e th e reten tio n strategy to h igh v alu e cu stom e瓦stren gth en cu stom er to re ly o n th e b an k an d in c re a s e th e re P e ate d P u rc h a se b e h av io r o f c u sto m e r. T h e b a nk sh o u ld tak e th e re latio n sh iP m a rk e tin g strate g y to k e y v alu e c u sto m e 几 e stab lish th e re lat io n s h iP w ith c u sto m e r， a n d in c re a s e th e c u sto m e r lo y a lty. F o r lo w v a lu e cu sto m e 几 th e b a nk sh o u ld c u t d o w n th e r e latio n sh iP re so ur c e . D raw in g fro m B o sto n M a trix e la s sific at io n m e th o d ， th e au th o r c la ssifie s th e c u sto m e rs a e c o rd in g to th e c u sto m e r v a lu e ，an d u se th at to m an a g e d ifl七re n t cu sto m e r re latio n