Three measures of "breaking the gathering" to promote the community to turn stone into gold

The customer wins the world, and the customer advantage determines the development advantage of rural commercial banks. With the mode of "mechanism+service+management", Yongxing Rural Commercial Bank gathers online customer resources, activates online customer groups, solves the problem of online customer acquisition, and does enough articles on online customer acquisition, living customers and staying customers, laying a solid customer foundation for high-quality development.

The first two sentences are essays with eight feet (bagu stereotyped writing) (Ming and Qing dynasties)

The first is policy guidance and strengthening top-level design. Yongxing Rural Commercial Bank has formulated an online WeChat customer marketing plan, which implements two levels of management: the head office is responsible for tracking management and the sub-branches are responsible for community development and maintenance. The second is to clarify goals and strengthen responsibilities. Carry out the action of "100 employees in party member and 100 villages in party member", and implement the account manager to guarantee villages to households. All departments and offices of the Head Office contact the sub-branches and add the customer service telephone number of the sub-branches, and notify the sub-branches of community maintenance at the executive meeting. The third is training and assistance, and strengthening classified management. Organize special training on WeChat online marketing skills, and adopt the form of on-site practice and brainstorming to realize online classification of customers and improve the quality and efficiency of online account management of account managers.

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Fall into the trap

First, the "five brothers" led the way and entered the game smoothly. Establish a normalization mechanism for account managers to visit the village group offline, requiring each account manager to visit the village group during holidays, visit the "five elders" in the village, and punch in the shift to form a marketing atmosphere of "comparing, learning, catching up and surpassing". At the same time, relying on the prestige of the "five elders", join local village groups and community groups. The second is to lead activities and organize the presidium in time. Keep close contact with leaders of communities and village committees, actively participate in local chambers of commerce, farmers' associations, parties and other activities, organize financial lectures and preach financial knowledge, and the financial etiquette team provides on-site financial services, build groups on the spot, and increase the number of customers who join the group by issuing red envelopes. The third is to identify customers and make plans in time. According to the customer's avatar and information, classify the characteristics of the industry the customer is engaged in, add the customer's private WeChat, and comment and praise the content sent by the customer through the circle of friends in time. Based on the working idea of customer hierarchical classification and post management, offline management customers are synchronously translated to online, and zero distance and zero waiting for customer service docking are realized by adding stock customer WeChat.

riding the winds and breaking the waves

The first is inventory. After joining the community, complete the "first greeting" and show your identity. Usually send regular greetings, birthday greetings, recommended gifts and other types of short messages to customers to build a bridge to communicate with customers. The second is to expand the increment. Important activities, such as basketball and dance, carried out by community and villagers' groups and well-known local interest groups, enhance their popularity through group opinion leaders. Relying on entering the community, institutions, schools, enterprises, hospitals and other work. We will join other organizations' WeChat groups to broaden online customer development channels. The third is traffic. According to the characteristics of industry customers, organize outlets to establish characteristic WeChat groups. After joining the group, communicate with the group owner to coordinate publicity matters, so as to facilitate the follow-up publicity within the group; Actively add customers and friends to the group to win more marketing opportunities; Send out red envelopes, products and business cards to attract customers' attention and leave contact information to meet customers' needs in batches.