摘要
个体客户关系管理关乎银行经营的命脉，目前已成为学术界与实践界关注的焦
点。以往研究主要从银行的组织客户角度进行探讨，极少有研究将银行的个体客户类
型进行区分，由此导致银行个体客户区分不明确、服务不到位、银行个体客户满意度
不高、粘性不强、流失严重等问题。对于上述这些问题，Z银行 Y支行具有典型性，
所以本论文以 Z银行 Y支行为例，将个体客户划分为储蓄类、贷款类与投资类三种不
同的个体客户类型进行系统深入地探讨其客户关系管理问题及其优化策略。
本研究论文通过整合深度访谈、现场观察与文献研究等多种方法深入开展研究。
研究对象为 Z银行 Y支的工作人员和个体客户群体，其工作人员分别从岗位类型、工
龄、职级三个方面各随机抽 4位共 12位；而个体客户则是从学历、客户年限、客户类
型三个方面各随机抽取 4位共 12位，此次深度访谈样本共 24位。与每个被访谈对象
的访谈时长在 30分钟-120分钟之间，最终收集到的文本数据近十万字。
本论文研究发现，Z银行 Y支行储蓄类个体客户主要存在营销理念、考核机制、
个体客户分类以及业务流程繁琐等方面问题；贷款类个体客户主要存在营销渠道、产
品认知度、产品分类以及业务能力薄弱等方面问题；投资类个体客户主要存在产品同
质化、未能发现潜在客户、营销积极性以及服务渠道单一等方面的问题，由此将研究
内容进一步深化。最后，本文针对上述问题，分别制定有效的优化对策，其中储蓄类
个体客户关系管理主要从树立“以客户为中心”的理念、建立以团队合作为导向考核
机制、构建储蓄类个体客户画像、储蓄业务流程等方面进行优化；贷款类个体客户关
系管理主要从开阔营销新思路、提高产品认知度、丰富产品种类、培养客户经理全能
化等方面进行优化；投资类个体客户关系管理主要从区分产品差异化、挖掘投资类个
体客户潜在价值、加大对客户经理人员培训、鼓励客户经理线上线下多渠道开展业务
等方面进行优化。
关键词：客户关系管理；个体客户；储蓄类；贷款类；投资类
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ABSTRACT
Individual customer relationship management is the lifeblood of bank operation and has become
the focus of academic and practical circles. Previous studies mainly discussed from the perspective of
organizational customers of banks, and few studies differentiated the types of individual customers of
banks. As a result, the differentiation of individual customers of banks is not clear, the service is not in
place, the satisfaction of individual customers of banks is not high, the stickiness is not strong, and the loss
is serious. For the above problems, Y branch of Z Bank is typical, so this paper takes Y Branch of Z Bank
as an example to divide individual customers into three different types of individual customers, namely
savings, loan and investment, to systematically and deeply discuss their customer relationship management
problems and optimization strategies.
This paper carries out in-depth research by integrating in-depth interviews, on-site observation
and literature research. The research object is the staff of Y Branch of Z Bank and individual customer
groups, and the staff are randomly selected from the three aspects of post type, length of service and rank
respectively, 12 in total; 12 individual customers were randomly selected from three aspects of education
background, customer years and customer types, and 24 individuals were selected in this in-depth interview.
The interview with each interviewee lasted between 30 minutes and 120 minutes.
This paper found that Z Bank Y Branch savings individual customers mainly have problems in
marketing concept, assessment mechanism, individual customer classification and cumbersome business
process. Individual loan customers mainly have problems in marketing channels, product recognition,
product classification and weak business ability. Individual investment customers mainly have problems
such as product homogeneity, failure to find potential customers, marketing enthusiasm and single service
channel, so the research content will be further deepened. Finally, this paper formulated effective
optimization countermeasures for the above problems, among which the savings customer relationship
management was mainly optimized from the establishment of the concept of "customer as the center", the
establishment of teamwork oriented assessment mechanism, the construction of savings individual
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