分析农村金融机构客户经理与客户的关系及对策  

Analyzing the Relationship Between Rural Financial Institutions'Customer Managers and Customers and Countermeasures

作　　者：姚德兵 YAO Debing(School of Economics and Management,Yangtze University,Jingzhou 434020,China)

机构地区：[1]长江大学经济与管理学院,湖北荆州434020

出　　处：《商业观察》2023年第24期33-36,81,共5页BUSINESS OBSERVATION

摘　　要：农村金融机构间的竞争已经不能仅仅依靠优势产品,如客户资源、客户质量、客户忠诚度等,“以客户为中心”的管理内容成为了增强农村金融机构竞争力的重要因素。客户关系管理作为企业一项重要资源和农村金融机构管理的主要内容,显得尤为重要,并已成为农村金融机构健康经营、持续创造价值的决定性因素。客户关系管理的优化就是改进农村金融机构的管理理念、营销方式、营销策略和技术应用,从而为客户提供个性化、满意度高的综合服务。文章结合客户关系管理理论,运用客户关系、生命周期及市场营销理论等对客户关系管理的现状与常态化时期进行对比,分析现状,找出问题,进行剖析。从而建议农村金融机构全面加速客户营销和关系维护的线上推进,转变和强化“以客户为中心”的管理理念,创新营销方式,同时借助信息技术系统优势,从客户关系生命周期的各阶段,推动与客户的交互和业务结合,全面提升农村金融机构的服务质量和客户满意度。The competition among rural financial institutions no longer relies solely on superior products.The management of customer resources,customer quality,customer loyalty,and other"customer-centric"aspects have become important factors determining the competitiveness of rural financial institutions.Customer relationship management,as the important resource and the main content of management in rural financial institutions,is particularly important,becoming a determining factor for whether rural financial institutions can operate healthily and continuously create value.The optimization of customer relatio nship management is to improve the management philosophy,marketing methods,marketing strategies,technological applications of rural financial institutions,in order to provide personalized and high satisfaction comprehensive services for customers.This article combines the theory of customer relationship management and applies theories such as customer relationship,lifecycle and marketing to compare the current situation and normalization period of customer relationship management,analyze the current situation,identify problems,and analyze them.This article suggests that rural financial institutions comprehensively accelerate the online promotion of customer marketing and relationship maintenance,transform and strengthen the"customer-centric"management concept,innovate marketing methods,and leverage information technology and system advantages to promote interaction and business integration with customers from all stages of the customer relationship lifecycle,comprehensively improving the service quality and customer sati sfaction of rural financial institutions.

关 键 词：农村金融机构 客户关系管理 客户生命周期 客户满意度 

分 类 号：F832.35[经济管理—金融学]