Management and maintenance of bank customer relationship

Management and maintenance of bank customer relationship

Introduction: Key customers are high-quality assets of banks, and the management and maintenance of their relationships is the basis for banks to stabilize their current performance and seek sustainable development. The following is the management and maintenance of bank customer relationship I brought to you, hoping to help you.

The goal of customer relationship management and maintenance of key customers is to make key customers proudly enjoy the special treatment provided by banks and encourage them to create more value for banks.

First, the key customer relationship management and maintenance principles

Big customers are the cornerstone of bank profits. But competitors also attach great importance to this customer group, and even wait for an opportunity to launch an offensive against our key customers? Attack? Or? Yu an? , intensified the competition between banks. Therefore, banks must earnestly maintain the relationship with key customers to ensure the sustained and stable development momentum of banks.

The process of key customer relationship management and maintenance is generally divided into the following links:

(1) Record key customer information in time.

Key customer information is an important asset of a bank. The standardization and confidentiality of its information recording, storage, analysis and processing is directly related to the competition between banks and other banks, and it is also an important factor to determine customers' trust and satisfaction with banks (see case).

Case: Personalized service, winning customers' touch

In order to serve customers better, Xiao Jiang, the lobby manager of China Industrial and Commercial Bank Anyang Branch, always carries a service memorandum with him. When he meets the service demand that customers can't meet temporarily, he will immediately record it on the memo, reminding himself to do his best to provide customers with satisfactory service in the shortest time.

2011July 2 1 day, a middle-aged man incidentally mentioned that he had a time deposit due at the end of August, and Xiao Jiang took the initiative to write down the man's phone number. After the time deposit expired at the end of August, she immediately called the customer to withdraw money. Middle-aged people are very moved. He not only renewed the due deposit, but also took out 300,000 cash from other banks and transferred it to the office. Your service is in place, and I am assured that the money will be deposited with you. ?

Xiao Jiang regards providing personalized service as a bridge to communicate with customers and takes different service measures for different customers. Once, an old customer took out 450,000 yuan from a branch to open a restaurant. When the restaurant opened, she personally bought two flower baskets to congratulate her. The customer was very moved. On the birthday of the client, she sent her best wishes by phone. The customer was very moved and said, I've been so busy recently that I forgot my birthday. Thank you for your thoughtful reminder. Thank you very much. ? Later, this customer successively transferred 780,000 yuan deposits in other banks to this branch. In this way, Xiao Jiang narrowed the distance with customers with his insignificant but personalized service and became a caring person of customers.

Account managers should follow the standardized process of collecting and recording key customer information, and record these customer information in time, such as business contact time, content and results.

(2) Customer relationship management should be planned and standardized. Account managers may serve many key customers, so they should keep in touch with these customers in time, understand their business needs in time and respond in time; On the other hand, in order to effectively manage and maintain customer relationships, account managers need to standardize their own work behavior and avoid the randomness and repetition of this work.

(3) Seize every opportunity to communicate with customers. In the service industry, communication with customers is the most basic, specific and centralized business promotion and trading mechanism. Through this mechanism, customers may start or strengthen their relationship with banks, or weaken or terminate their relationship with banks. Every customer interaction has an important impact on the consolidation, extension, weakening and even termination of customer relationship.

(d) Customer relationship management and maintenance should be efficient, effective and personalized.

Select the most effective content, method and time to carry out substantial customer relationship maintenance, make full use of the support of customer relationship management system (CRM), and avoid high-cost, vague and inefficient relationship maintenance methods.

Account managers should fully understand and analyze customers' needs, personality characteristics and preferences, choose maintenance methods and contents that are suitable for customers' own characteristics and can meet customers' needs in all aspects, and also confirm the time and frequency of customer relationship maintenance in order to gain customers' approval.

Second, the key customer relationship management and maintenance process

The process of customer relationship management and maintenance can be divided into three steps: ① selecting target customers; (2) Formulate specific action plans; ③ Summarize and review the action effect.

(1) Select the target customer.

Account managers can select target customers for customer relationship maintenance and marketing activities according to key products or services in a certain period and on the basis of customer stratification/grouping. The key is to screen out the key customer groups suitable for this product or service and carry out marketing activities for this customer group (see case).

Case: Sincere service wins customers

2011July19th, Li Mingjuan, part-time lobby manager of China Bank Wuyang Sub-branch, was busy seeing customers off. At this time, a middle-aged lady said anxiously, manager, there are too many people waiting in line in the VIP room today. I have something very urgent to transfer a large sum of money. Can you help me think of a way? Li mingjuan quickly checked the passenger flow in the VIP room and the open counter, and hurriedly asked the sales director to come to the position of lobby manager, so as to be anxious about the customers' worries and thoughts and open them immediately? Special passage? Sit at the open counter No.6 and handle the business for this customer immediately.

With years of professional sensitivity, Li Mingjuan realized that this customer is a customer with great potential value. She looked at the customer's ID card and found that there was still more than a month before the customer's birthday. At 9 o'clock in the morning of August 26th, Li Mingjuan dialed Ms. Li's mobile phone? Best wishes for a happy birthday! ? Ms. Li was very surprised. Bank of China employees have only seen her once, so they remember her birthday and call to congratulate her. Surprise is accompanied by emotion. Ms. Li told Li Mingjuan that she had a deposit of more than one million yuan due recently and wanted to ask Li Mingjuan to give her some financial advice. Li Mingjuan immediately thought that there will be a three-month wealth management product in the near future, and the yield is several times higher than the bank interest rate in the same period, which is in line with Ms. Li's risk tolerance. Therefore, she recommended this model to this lady. After several contacts, Ms. Li and Li Mingjuan became more and more familiar. In a conversation, she learned that the lady had a need to buy precious metals. It happened that the bank held a precious metal fair on weekends. Li Mingjuan gave up her rest time, drove 60 kilometers with her family to the bank with foreign customers, and patiently introduced various products to Ms. Li with the sales staff of the factory. Ms. Li immediately bought hundreds of thousands of precious metal products.

A few weeks later, Ms. Li successively transferred the idle funds of other banks to the bank, with a total amount of100000 yuan, so that Li Mingjuan could help with financial management. Li Mingjuan immediately recommended Ms. Li to the financial planner in the financial center. The financial planner tailored the financial plan for Ms. Li according to her liquidity, expected rate of return and risk tolerance for her reference. Ms. Li was very satisfied and has since become a private banking customer of the bank. It is through meticulous service and sincere service to customers that Li Mingjuan not only marketed products, but also promoted her personal service brand and established the service image of the banking industry.

According to the action theme, based on the analysis of customer behavior characteristics and basic information, select a high-quality customer group suitable for a value-added service (see figure) and provide specific services for this customer group.

(two) to formulate and implement specific action plans.

1. Make a concrete action plan.

When making a specific action plan, we should focus on the following aspects:

(1) maintenance theme: analyze customer demand characteristics and market hot issues, and refine the maintenance theme.

(2) Maintenance methods: Choose appropriate maintenance methods, such as home visits and holding salon lectures.

(3) Maintenance frequency: updated regularly according to the monthly/weekly/daily maintenance plan.

(4) Cost estimation: The investment for different customer groups is different.

(5) System application: Through the customer relationship management system (CRM), the information such as customer purchase and channel use is analyzed, so as to fully understand the business information of this customer group.

Invite customers

Customers can be invited to participate in related activities by telephone invitation, email invitation, email invitation and delivery invitation.

Hold an activity

Please pay attention to the following aspects when holding related activities:

(1) Adequate preparation of materials/equipment/personnel and articles.

(2) Master/control the field ability.

(3) Multimedia presentation means.

(4) On-the-spot Q&A improves the participation of the activity and creates a warm activity effect.

(3) Summarize and review the effect of the action.

We can analyze the effect of customer relationship management and maintenance according to two indicators. First, the relationship-oriented effect; Second, the product/service oriented effect. The specific secondary indicators of these two types of indicators are as follows:

1. Relationship-oriented effect index

(1) Contact achievement rate: How many customers have achieved information communication and exchange.

(2) Acquisition of new information: whether the customer information files are enriched in the maintenance process.

(3) Sales opportunities that need to be followed up: whether the customer has expressed interest and purchase intention.

2. Product/service oriented effect

(1) Contact achievement rate: How many customers have achieved information communication and exchange.

(2) Sales opportunities that need to be followed up: whether the customer has expressed interest and purchase intention.

(3) sales performance.

Third, the way of customer relationship management and maintenance.

When dealing with the relationship with customers, employees should not only position the relationship with customers as business relationship, but also pay attention to cultivating emotional relationship with customers and establish close cooperative relationship with customers by providing solutions to financial problems and other value-added services. In the current market environment, commercial banks usually manage and maintain customer relationships in the following ways:

(A) emotional maintenance

Emotional maintenance is a kind of meticulous service for employees to customers, and it is an important means to effectively enhance mutual feelings and successfully implement relationship maintenance. This kind of communication sometimes takes business as the information carrier, and sometimes draws closer the psychological distance with customers through some daily greetings or some activities related to financial business (see case).

Case: Emotional communication, moving customers' hearts

Mr. Wang is the owner of Zhengzhou Shoes City. He is free and easy and has a successful career. Mr. Wang, who is one step ahead of others in his career, has a good investment and financial management. Before 2008, he has been investing his spare money in funds, and the income is considerable. But when I learned through various channels that stock investment may yield higher returns, I decided to invest in stocks. I found a stock appraisal expert online. As a result, it lost more than 200 thousand in less than three months, causing family conflicts and affecting business. I came across an article published by Hong Yahui, the financial manager of Zhengzhou Branch of Bank of Communications. After understanding Mr. Wang's situation, Manager Hong introduced in detail how to manage money easily and how to correctly allocate family assets, and shared several successful cases with Mr. Wang. However, after the last failure, Mr. Wang seemed to be hesitant. Manager Hong patiently found out several articles published before and calculated the income through the deduction of historical data. After that, Manager Hong recommended several robust products to Mr. Wang in combination with the fact that Mr. Wang had more personal idle funds but large liquidity and lacked professional knowledge and time, and the advantages and disadvantages of Bank of Communications products. Finally, under the patient guidance of Manager Hong, Mr. Wang decided to try to transfer assets and bought three products.

Two weeks later, Manager Hong checked that Mr. Wang's portfolio had appreciated slightly and told him by phone. As a result, Mr. Wang avoided talking about asset appreciation, but described family conflicts. Manager Hong realized that at present, Mr. Wang is more concerned with not only investment and financial management, but how to deal with family conflicts. Through telephone communication, Manager Hong learned that although Mr. Wang had a successful career, he spent most of his time at work and paid little attention to his wife, who complained about it. After learning that Mr. Wang's wife also likes investing and often pays attention to high-end economic forums, Manager Hong suggested that Mr. Wang take his wife to attend Professor Lang Xianping's lecture, and said that he could help book tickets. At the same time, he pointed out that Mr. Wang should go home early, pay more attention to his wife's changes and do housework frequently. Later, Manager Hong told him with his own case that managing money is the same as treating his wife. You need to analyze your own advantages and disadvantages, and then understand the advantages and disadvantages of the product, in order to prescribe the right medicine. The next day, Mr. Wang called excitedly and said that the relationship with his wife had eased. After a while, Mr. Wang's love life was as harmonious as before, and his career began to stabilize and pick up. Later, Mr. Wang introduced friends and merchants around him to the branch where Manager Hong was located to handle wealth management business. After half a year, Mr. Wang not only turned losses into profits, but also deposited funds10 million yuan all the year round with the introduced customer base.

In daily work, the emotional maintenance of key customers mainly has the following ways:

(1) Some banks keep in touch with customers through letters/member journals, telephone contact of wealth management/marketing managers, e-mail, text messages, etc.

(2) Sometimes I will visit customers regularly, especially holidays, birthdays, special anniversaries and so on.

(3) Provide customers with new business, account transaction information, promotional offers and other information, as well as care, appointment, reminder and other services through e-mail, mobile phone and other communication methods.

(4) Holding financial salons/seminars, etc.

(2) Sales maintenance

After each successful marketing contact, the wealth management/marketing manager shall record the relevant information of the financial products purchased by customers in the current period in the system, including purchase date, purchase amount, product price, expected rate of return, stop loss range, customer risk preference, purchase history, etc. , as a necessary preparation for customers to carry out sales maintenance work.

The wealth management/marketing manager shall maintain the customers who have purchased our products regularly or when there is important information in the market, inform them whether the product operation is beyond the profit or stop loss range of the customers, prompt them for profit or loss in time, and make appropriate suggestions according to market changes as a reference for customers' decision-making.

The wealth management/marketing manager should help customers to establish a correct investment concept step by step in the process of sales maintenance. When customers suffer losses, give psychological comfort, rationally remind customers that profit and loss are the normal state of investment, and then communicate with them sincerely to further help customers understand the connotation of products or portfolios, provide positive and effective suggestions for adjusting investment and wealth management products or portfolios, and establish an interactive trust relationship with customers (cases).

Case: Sales is a win-win communication way for customers and me.

One afternoon in late July, a middle-aged female customer angrily walked into the business hall to complain. Seeing this situation, Wu Lijuan, the financial manager of the business department of Zhengzhou High-tech Zone Branch of Bank of China, quickly led her to the financial office and poured her a cup of hot tea to let her breathe slowly and listen to her patiently.

It turned out that the customer misread the maturity date of a deposit of 50,000 yuan in the fixed deposit book, which led to the withdrawal two days in advance. However, the teller failed to find and give prompt in time because of carelessness when accepting deposits, which led to the automatic transfer of two-year time deposits by customers into current interest. The loss and emotion of customers are obvious. After knowing the situation in detail, Wu Lijuan comforted the customer and analyzed the problem from the information leaked by the customer, hoping to find a solution. When she learned that the customer made a deposit two years ago because he wanted to buy wealth management products in our bank, but he was not satisfied, and there was another deposit of 500,000 yuan in our bank, she thought: The solution to the problem lies there! So, she sincerely apologized to the customer first, and then lost no time to introduce to the customer that the bank's wealth management gold card can not only give priority to the purchase of the bank's RMB wealth management products, but also provide one-on-one wealth management services, improve the rate of return on funds and make up for the losses to the maximum extent. After listening to the introduction, the customer admitted that she was also at fault, and accepted her suggestion, opened a wealth management gold card account, and then successively bought wealth management products such as government bonds and funds in the bank, which quickly made up for the losses and made a lot of money.

Now, this customer has become a diehard customer in Wu Lijuan.

(3) Cultivation and maintenance

Infiltrate financial management methods, principles and knowledge in the process of product sales. Conduct financial management lectures regularly to teach customers professional financial management knowledge and deepen their understanding of financial management services. Send financial data or information regularly, so as to arouse customers' attention to the changes in the financial market, gradually make customers form the habit of paying attention to financial information, write financial cases regularly, sum up their own life experience in financial management, let customers know many successful examples of financial management in real life, learn the experience of financial planning, and further improve their understanding of financial management.

;