A Study on Personal Customer Experience Optimisation

Commercial banks are under increasing pressure to grow financially in the face of strong market competition. They also confront potential and problems related to the Internet’s integration into finance, particularly the rise of new models, channels, and demands for individualised customer service. Customers are the lifeblood of businesses, and as they hold a firm and growing position in the banking sector, they will soon represent a significant source of competition for commercial banks, indicating the potential growth of their core competitiveness. Commercial banks struggle with issues like improving personal customer service, hierarchical management, and distinctive marketing because they lack a clear understanding of the fundamentals of transformation and development based on personal customer relationship management. Therefore, this study will be based on the theoretical knowledge of enterprise customer relationship management, thorough analysis of Chinese and foreign literature, questionnaire data, and other research in order to consolidate the customer relationship, optimise the management mode and marketing methods, create the development mode of one year’s big change with the customer-centred strategy, and fundamentally improve the competitiveness of commercial bank market price. The theoretical understanding of corporate customer relationship management will be the foundation of this dissertation, together with a thorough investigation of both Chinese and foreign literature, survey results, and other research techniques.