With the rapid development of China's economy and the advance of the reform of the financial system, the traditional financing channels have been unable to meet the increasingly powerful financial market, and the private capital has gradually entered people's vision, and the private lending enterprises have ushered in new opportunities and challenges. As a service innovation, private lending is dedicated to providing services to people with low and middle income and some small and medium-sized enterprises. Although private lending is now very popular, there are still many problems, for example, private lending enterprises lack of practical customer relationship management plan, private lending enterprises property rights are not clear, private lending enterprises credit standards are not clear and so on. Having a stable and sustainable development strategy plan is a hot issue for private lending enterprises.
Taking Shenyang Rongteng Investment Management Company as the research object, this paper investigates and analyzes the customer relationship management process, target customer group, customer satisfaction and customer relationship by means of questionnaire survey and literature analysis. There are some problems in customer relationship management, such as lack of deep management consciousness, incomplete service, imperfect management process and unreasonable management methods. Based on the above problems, this paper tries to put forward solutions such as deepening customer relationship management awareness, improving customer service system, improving customer relationship management process, optimizing customer relationship management methods. Through the research of this article, it can provide reference for the formulation of customer relationship management plan of private lending enterprises, which is of great significance to the healthy and rapid development of the private lending industry.
