Summary of bank card marketing activities

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Summary of bank card marketing activities (1) According to the relevant regulations of the superior bank? Love government customers and serve public finances? According to the notification requirements of joint marketing activities, the bank actively acted, carefully organized, combined with the reality of xx county government departments, selected target customers in a targeted manner, implemented target responsibilities, and successfully completed the objectives and tasks of joint marketing activities. Starting from _ _ _ _ _ _ _ _, the Bank will market xx personal online banking users, issue xx credit cards, handle xx personal financial accounts and xx Peony E-time card users. The situation is summarized as follows:

Set up institutions and organize them carefully.

In order to ensure the smooth realization of the objectives of this activity, xx Bank set up a joint marketing leading group of government customers, public services and finance, with the president as the team leader and the heads of relevant functional departments and outlets as members, to organize, coordinate and manage the marketing activities in a unified way. The leading group held a meeting, carefully analyzed the resources of government departments, and carefully classified and positioned the key marketing targets. All relevant departments cooperated closely and communicated in time, laying the foundation for this marketing activity.

Do a good job in business promotion and promote the rapid development of marketing activities. During the event, xx Bank closely focused on the theme of the event and adopted a promotion and publicity method suitable for xx County to enhance the reputation of xx Bank's banking and political cooperation products. First, with centralized marketing as the platform and door-to-door marketing as the means, financial products are marketed through high-level visits, banking forums, door-to-door delivery and other marketing methods. At the same time, marketers are required to go deep into the family to explain and coach the knowledge of handling and using cards. Make cardholders familiar with the process of using the card, and run the service through the whole marketing process, and achieve good results. For example, a government official quickly recognized and used the peony card of ICBC through the live demonstration of the marketing staff, and after using the card on a business trip abroad, he went to the bank to thank the bank staff. The second is to strengthen counter marketing. When government officials come to our bank to handle corporate business, the counter staff will introduce them to the relevant personnel in time, and the marketing staff will further talk with them to promote our financial products. The third is to improve the incentive mechanism and highlight the marketing of all employees. In order to make full use of the social relations resources of employees and effectively mobilize the joint marketing resources of the whole bank, the sub-branch strengthened the assessment of bank card business in the second quarter in the business target responsibility system. By constantly improving the incentive mechanism, the enthusiasm and initiative of employees have been effectively mobilized. Many employees take advantage of their relatives and friends' positions in government departments to actively market and achieve certain results.

Do a good job in after-sales service and improve customer satisfaction

In this marketing activity, our bank will also do a good job in after-sales service, improve the level of cardholders' use of cards, and make each cardholder satisfied as an important content. In order to improve the success rate of bank card transactions and avoid unsuccessful transactions, it is necessary to explain to cardholders the password number overrun and account management regulations in time, remind cardholders to avoid the error code of number overrun, and remind cardholders to conduct inquiry transactions when the account amount is uncertain, so as to avoid the error of full overrun, which not only strengthens the publicity and guidance for cardholders, but also improves their card use level and promotes the success rate of card transactions. Answer the relevant inquiries from customers in a timely and complete manner. For those who can't answer at that time, call or visit at home within the agreed time to improve customer satisfaction, so as to gradually cultivate a group of customers in the process of not using, unwilling to use and actively using.

Summary of Bank Card Marketing Activities (II) Since the beginning of this year, X Bank Branch has made great efforts to develop the scale of credit cards and seize the market share of credit cards. Relying on its own resources, attract high-end customers, market collective cards, seize high-quality special merchants, and expand the scale of card issuance. Through the concerted efforts of the whole bank and Qi Xin, remarkable results have been achieved. As of September X, the number of credit cards issued was 4,500, five times that of last year, ranking first in ICBC.

The first is to clarify the market positioning. In order to expand the scale of credit card development and seize the credit card market share, the Bank conducted an objective and accurate investigation, analysis and forecast of the credit card market, and held several symposiums for heads of departments and outlets to raise awareness, change concepts, unify employee behavior, implement branch management decisions, and strive to create? The whole jurisdiction revolves around the market, and employees revolve around customers? Business philosophy and business environment.

The second is to improve the assessment mechanism. At the beginning of the year, the bank decomposed the credit card objectives and tasks into departments and outlets and implemented them? Double hook? Policies, that is, the number of indicators is linked to the performance of departmental outlets and to account managers. At the same time, second-line personnel are also required to fully tap personal customer resources and issue target tasks. Through the formulation of "Bank Card Marketing Incentive Measures" and other incentive measures, employees who have completed the task will be rewarded according to the standard, and employees who have not completed the task will be given heavier punishment. Everyone should be involved, but also linked to the post responsibilities, so that employees have goals in mind, pressure on their shoulders and motivation to work, and maximize the enthusiasm of employees to actively promote, introduce, publicize and market credit cards.

The third is to actively attack marketing. The bank got rid of the passive marketing situation of relying solely on a single financial department, formulated and implemented a marketing linkage mechanism, and gave full play to the comprehensive marketing functions of existing marketing teams and outlets such as a single financial department and account managers, so as to achieve the effects of overall marketing, complementary advantages of departments, bundled sales of products and batch card issuance by units. Dongpang Sub-branch went deep into the mining area and increased its marketing efforts to group customers, successfully marketing 374 credit cards at one time; In the process of credit card promotion, give full play to the advantages of the company and housing business, publicize and introduce various emerging businesses of the Bank to real estate development companies, new loan customers and housing mortgage customers through account managers, organically combine bank cards with loan marketing and other businesses, and bundle credit cards in a targeted manner to improve service quality.

Summary of bank card marketing activities (3) Since the beginning of this year, according to the unified arrangement and deployment of provincial branches, a bank has seized? Two festivals? In the peak season of capital withdrawal, vigorously promote it. Growing up with you, golden key spring action? With the theme of comprehensive marketing activities, various businesses have achieved remarkable results. By February 5, 20 10, the total deposits reached billion yuan, a net increase of billion yuan over the beginning of the year, of which the total personal savings deposits were billion yuan, a net increase of billion yuan over the beginning of the year; The loan balance was billion yuan, a net increase of billion yuan over the beginning of the year; The income from intermediary business is million yuan, of which the income from bank card is million yuan.

1. Strengthen leadership and make careful arrangements? Action in spring?

Is it implemented by the provincial branch? Action in spring? After the decision, a bank quickly convened the president's office meeting, executive meeting and staff meeting to convey and implement the spirit of the provincial branch, which is of great significance to the whole bank. Action in spring? Research and planning of market activities.

First, strengthen leadership. In order to raise awareness, let all levels strengthen, right? Action in spring? Organization and leadership. The Party Committee of the branch repeatedly stressed at the executive meeting and directors' meeting that the plan for the year lies in spring. Two festivals? During the period, people flow, logistics and capital flow are highly concentrated, which is a scarce resource that cannot be regenerated within one year. Seize the opportunity and do a good job? Two festivals? The marketing work in this period has important strategic significance for the smooth completion of the annual work target of the whole bank. Through repeated transmission, the main responsible persons of all units have generally strengthened their understanding of? Action in spring? The sense of urgency and responsibility, and the initiative of work have been greatly improved. At the same time, a branch with the party secretary and president as the team leader, the vice president as the deputy team leader and the head of the front and back office departments of the branch as members was established in time? Growing up with you, golden key spring action? Comprehensive marketing leading group; Each unit has also set up a working group with the principal responsible person as the team leader and the business backbone as the members, and defined the special team leaders and members at all levels. Action in spring? Implement the specific responsibilities of various work objectives and measures, and earnestly strengthen the right? Action in spring? Organization and leadership.

The second is to refine the marketing plan. The branch issued "Bank" in time? Growing up with you, golden key spring action? Comprehensive marketing implementation plan, right? Action in spring? The action time, participating units, organizations, action objectives, marketing strategies, main guarantee mechanisms, assessment indicators, evaluation and rewards are detailed. By establishing a team of account managers, building a comprehensive marketing platform, enriching financial products, optimizing customer structure, and improving the guarantee mechanism, we will strive to build a five-in-one comprehensive marketing system to realize the scientific, professional, standardized and systematic promotion of marketing work. Make the marketing plan have strong guidance for the marketing work of the whole bank.

The third is a strong publicity campaign. On the basis of sufficient preparatory work in the early stage, the sub-branch shall convene the whole bank in time? Action in spring? Marketing mobilization meeting. At the meeting, the party secretary and president of the branch made a speech entitled "All members take urgent action to seize business opportunities and realize? Action in spring? The theme report "Good Marketing Start in the First Quarter" greatly boosted the morale of the whole bank; The leaders of the branch in charge and the heads of relevant departments redeploy the marketing activities; Representatives of various departments and branches made speeches. Okay？ Action in spring? Marketing activities are carried out with a strong momentum, laying the foundation for winning a good start.

Second, implement measures to start quickly? Action in spring? climax

First, the main person in charge of each unit stands in the front line of marketing, taking the lead in commanding and setting an example. Second, the windows are fully opened, and all-weather full-load operation is implemented. The third is to go out to the market and grab high-quality customers from other banks. Fourth, increase publicity. While making unified use of television, newspapers and large-scale outdoor advertisements for publicity, all branches should make comprehensive use of radio, mobile propaganda vehicles, pull banners and set up consultation points in crowded areas such as stations, docks and residential quarters to form an all-round and three-dimensional publicity atmosphere. Fifth, do a good job in quality service, ensure good appearance, good service facilities and good civilized language? Three good? Standards, and strive to create a comfortable environment for customers. Differentiate services for high-value customers and solve the problem of long queues for customers' deposits and withdrawals as soon as possible. All units strive to improve the service level by grasping posts and training; Strive to improve the service level by training star-rated employees; By paying close attention to rewarding the superior and punishing the inferior, we will strive to improve the service level, reward the excellent service, and impose heavy penalties on those who quarrel with customers, have a blunt attitude and have low service efficiency. Sixth, strengthen the function of up-and-down linkage and overall marketing, implement integrated marketing of assets, responsibilities, intermediary business and local and foreign currency business for high-quality customers, and enlarge customer value in all directions.

Third, strengthen supervision, will it? Action in spring? Advance in depth

During the period, the sub-branch held the executive meeting and the meeting of directors of urban areas and towns to listen to the marketing work report, analyze and coordinate the existing problems, and promote? Action in spring? , rapidly expand the results and comprehensively push forward in depth. In view of the overall slowdown of marketing in the middle of 1 month, the sub-branch issued the Emergency Notice on Doing a Good Job in Current Marketing in time after on-the-spot investigation, and put forward six specific measures to speed up the marketing progress. The leaders of the packaging branch and the office of the packaging department personally distributed them to all outlets, personally organized employees to learn and personally implemented them, which quickly reversed the rigid situation of stagnant marketing work. The sub-branch asked the package department to strengthen contact and guidance with outlets to help outlets solve marketing problems. For general problems, those that can be solved on the spot can be solved on the spot, and those that cannot be solved can be collected and reported to the leaders in charge in time to create conditions for timely solution.

Summary of bank card marketing activities (IV) Our marketing activities are over half in the peak season of xx. During the activity, the overall situation of Yinze Sub-branch was running well, and most of them were able to complete the timely progress as scheduled. Some experiences of Yinze Sub-branch during peak season marketing are reported as follows.

First, self-pressure and active deployment of early action.

As early as mid-June of 20 13, our sub-branch held a marketing mobilization meeting for the peak season of 20 14, and made its own marketing implementation plan for each line according to the previous years' plans, and made its own publicity plan according to the customer structure characteristics of the sub-branch, and set up a marketing team for corporate deposits, personal deposits, e-banking and credit cards headed by Ma Peiwen. For example, in terms of credit cards, the bank focused on issuing corporate civil servant cards in combination with its own financial services. As of March 3, the bank has imported 370 credit cards, including 53 corporate civil servant cards/kloc-0 in the budget, accounting for 40.8% of the total number of cards purchased. E-banking: Our bank has increased the discount of e-banking products-50% discount? Surprise? Publicity, the lobby manager will activate e-banking products and conduct accounting transactions at the first time, and at the same time give customers gifts to improve the synchronous signing rate of e-banking and the proportion of e-banking accounting transactions; Key products: use OCRM system and marketing operation support system to screen target customers, take the initiative to contact and accurately market.

Second, clear goals, everyone has indicators.

After the Bank made clear the marketing objectives of public and private peak seasons, the Bank made the second line grouping differentiation at the first time, so that every employee could know his key marketing objectives and specific marketing target amount. In addition, the implementation of indicators will be increased by one third on the basis of the target set by the branch, so as to ensure the full realization of the bank's peak season marketing target.

Third, adjust measures to local conditions, all staff attack and bear fruit.

Compared with other branches of our bank, the agency finance business is the highlight of our bank and the main reason for the doubling of our business volume. Near the end of the year, 20 budget units have settled a large amount of funds, and the business volume has increased by more than 300 transactions every day. On the one hand, our sub-branch timely organized manpower to solve the phenomenon of customer congestion and maintain the order of the hall, on the other hand, all staff did a good job of fund interception. Through the efforts of all the staff for nearly a month, the deposit was intercepted by more than RMB10,000, and a number of high-quality personal and corporate customers were also maintained; At the same time, we make full use of the custom of Chinese New Year, and all employees take the initiative to visit customers with couplets and calendars issued by our bank, and visit quality customers and potential customers around us. Our e-banking business and physical gold have made great breakthroughs compared with the past, especially the sales of physical gold, and our branch is basically out of money? Big business? They are all sporadic sales of 20 grams and 50 grams. That's it. At present, 6780 grams of gold are sold, which cannot be said to be due to vigorous publicity and door-to-door marketing. As for debit cards, we strive to open accounts and recommend them to customers, thanks to the vigorous sales of low-level counter personnel. It is expected that each of the two shifts of low-counter personnel will handle nearly 10 cards every day; E-banking has been a shortcoming of our branch in previous years. Through division of labor and cooperation, targeted marketing, so far, it has been in the forefront of the industry in the whole region. The completion rate of key products such as account deposit, fund fixed investment and agency insurance also ranks in the forefront of the Bank.

Four. Strengthen quality service and improve the visibility of banks.

Combined with the training of benchmarking network construction at the end of last year, our employees constantly consolidated the achievements of model network construction, dress code, and got used to standard service terms, improved the overall quality of tellers through standardized and standardized services, and realized customer satisfaction and customer loyalty. So as to establish a good reputation of CCB Yinze Sub-branch. At the same time, through OCRM system, actively tap key customers, expand and move up key target customers, and effectively enhance the growth of individual customers.

Fifth, pay attention to learning and build a professional team.

Since the establishment of the Bank, young employees account for the highest proportion in all outlets of the Bank. To this end, our sub-branch pays attention to the training of employees, constantly strengthens self-learning, and makes new employees become all-round hands in the shortest time through the forms of old bringing new ones and job rotation.

At the same time, all employees of our bank will learn the documents and rules and regulations of the superior bank at the first time, and have a comprehensive grasp of our new products, so as to improve their own business level, seize the advantages and characteristics of products, improve their ability to serve customers and better market products.

Summary of bank card marketing activities (5) With the development of economy, financial activities are more and more closely related to the daily life of ordinary people. 65438+1October 65438+March, the bank chose Fu 'an Zone B, a residential area with high occupancy rate, to carry out activities of popularizing financial management knowledge and preaching financial management common sense. Provide community residents with financial consulting services (liuxue86) at close range, and teach them the financial knowledge and skills they need to know in their daily life.

At the event site, we used posters, exhibition boards, leaflets and other means to promote activities in all directions, creating a good publicity atmosphere. During the activity, our staff warmly and generously distributed financial knowledge leaflets to passers-by and community residents, and communicated face-to-face with customers while distributing promotional materials to keep abreast of the needs of customers with personal work plans. At the same time, it also explained the topics that residents have recently paid attention to, such as interest rate marketization, RMB anti-counterfeiting, and prevention and control of fraud cases. Community residents responded well, indicating great gains.

Look, this is a counterfeit note with 50 yuan face value. What is the difference between it and real money? Dozens of residents are listening to the staff of our bank explaining the knowledge of counterfeit money, from the characteristics of counterfeit money of ten yuan to the difference between counterfeit money of one hundred yuan and real money.

Then, the staff told everyone about the bank's current deposit interest rate and deposit skills. During the exchange, a resident mentioned that when the old man made a deposit in the bank, he was accidentally saved as an insurance policy. The staff of our bank told the resident that when depositing money in the bank, we should first read the name of the certificate clearly. If the other party gives an insurance policy for depositors to fill out, the insurance policy will generally indicate the name of the insurance company, the types of insurance and many additional terms. If it is a time deposit certificate, it will show the deposit term, deposit interest rate and other contents, and the title of the deposit certificate is often marked with the words of a bank time deposit certificate. The name of the banking institution will not be displayed on the insurance policy.

And explained the use and convenience of personal online banking, mobile banking, SMS, telephone banking and other electronic banking, so that customers can fully understand the advantages of our electronic banking products and the convenience of handling business, which has been recognized by more customers.