Bank customer relationship management and maintenance

Bank customer relationship management and maintenance
Guidance: The key customers are the high -quality assets of the bank. The management and maintenance of its relations is the basis for banks to stabilize the current performance and seek sustainable development. The following is the bank customer relationship management and maintenance I brought to you. I hope it will be helpful to you.

The goal of customer relationship management and maintenance of key customers is to proud of key customers to enjoy the special treatment provided by the bank and inspire them to further create more value for banks.
. The principles of key customer relationship management and maintenance
The key customers are the cornerstone of bank profits. However, competitors also attach great importance to the customer group, and even wait for the opportunity to launch "offensive" or "recruiting" on key customers of the Bank to exacerbate the competition between banks. Therefore, banks must conscientiously maintain a good relationship with key customers to ensure the continuous and stable development momentum of banks.
The process of key customer relationship management and maintenance is generally divided into the following links:
(1) Timely recording key customer information
Key customer information is an important asset of banks, records of their information, records of their information The specifications of preservation and analysis and processing are directly related to the competition between banks and other banks, and it is also an important factor in determining the customer's trust and satisfaction of the bank (see cases).
Cases: Personalized services, winning customers' movement
In order to better serve customers, Xiao Jiang, Manager of Anyang Branch of Industrial and Commercial Bank of China, always carry a service memorandum with him. The service needs immediately recorded in the memorandum, reminding yourself to provide customers with satisfactory services in the shortest time.
On July 21, 2011, when a middle -aged man handled his business, by the way, he said that he had a regular deposit at the end of August, and the intentional Xiao Jiang took the initiative to write down the man's phone number. After the regular deposit expired at the end of August, she immediately called to inform the customer to withdraw money. The middle -aged man was very moved. He said, "Your service is in place, and I can rest assured that the money is stored here."
The Chiang provided personalized services as a bridge to communicate with customers, and adopted different service measures for different customers. Once, an old customer took 450,000 yuan from the branch to open a restaurant. When the hotel opened, she bought two flower baskets to congratulate. The client was very moved.在该客户生日那天，她通过电话向其送去祝福，这位客户非常感动，说：“我最近忙得把生日都忘了，多亏了你这个有心人的提醒，真是太感谢了。”后来， The client has successively transferred the deposit of 780,000 yuan in other banks to the branch. That's it. With the insignificant, Xiao Jiang's practice of showing personalized services has shortened the distance from the customer and became a intimate person for customers.
C customer managers shall follow the standardized key customer information collection and record process, and record records such as business communication time, content, and results in time.
(2) Customer relationship management should have a planned and standardized customer manager that may serve multiple key customers, to maintain contact with these customers in a timely manner, timely grasp the needs of customer business and make timely responses On the other hand, in order to effectively do customer relationship management and maintenance work, customer managers need to standardize work behaviors to avoid the randomness and repetitiveness of this work.
(3) Grasp the opportunity to communicate with customers in the service industry. The contact with customers is the most basic, specific and centralized business publicity and trading mechanism. Through this mechanism, customers may start or strengthen the bank with banks. The relationship between the interceration may also weaken or terminate the relationship with the bank. Each individual customer exchanges have an important impact on the consolidation, extension, weakening, or even termination of customer relationships.
(4) Customer relationship management and maintenance must be efficient, effective and personalized
Choose the most effective content, method and time to perform substantial customer relationship maintenance, and make full use of the customer relationship management system ( CRM) support, avoid high cost, unclear, inefficient relationship maintenance methods.
C customer managers must fully understand and analyze the needs of customers, personality characteristics and preferences, choose the maintenance methods and contents that are suitable for the customer's own characteristics and meet the needs of customers in all aspects. Frequency to obtain customer recognition.
. Key customer relationship management and maintenance process
The process of customer relationship management and maintenance can be divided into three steps: ① Select target customers; ② formulate specific action plans; ③ summarize the effect of reviewing action.
(1) Choose target customers
The customer manager can choose target customer relationship maintenance and marketing activities based on the key products or services of a certain period based on the key products or services of a certain period. The key is to screen a key customer base suitable for the product or service and start marketing activities (see cases) to the customer group.
Cases: True situation service won customers
On July 19, 2011, Li Mingjuan, part -time manager of the business hall of the Bank of China Wuyang Sub -branch, is busy giving customers a busy sending. At this time, a middle -aged lady said anxiously : Manager, there are too many people lining up in the VIP room today. I have very urgent things. Can you help me think of a way? Li Mingjuan quickly checked the VIP room and open counter The passenger flow, hurriedly asked the director of the business department to come to the post of the lobby manager. The urgent customer was anxious, and the customers thought about it. Immediately opened the "special channel", sat at the open -end counter 6, and immediately handled the business for the customer. Essence
Liming Li Mingjuan's years of career sensitivity, realizing that the customer is a very potential customer. She looked at the customer's ID card and found that more than a month is the customer's birthday. At 9 o'clock in the morning on August 26, Li Mingjuan dial Ms. Li's mobile phone "Happy birthday to you!" Ms. Li was very surprised. Congratulations, the surprise accompanied by the move, Ms. Li told Li Mingjuan that she had a deposit of more than one million yuan recently. I wanted to ask Li Mingjuan to give her some financial suggestions. Li Mingjuan immediately thought that there will The rate 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 product to the lady and reminded her the risk of the wealth management product. satisfy. After several contacts, Ms. Li and Li Mingjuan became more and more familiar. In a conversation, she learned that the lady had the need to buy precious metals. It happened that the bank held the precious metal exhibition on the weekend. Receive the foreign customer to the bank and patiently introduce Ms. Li to Ms. Li with the manufacturer sales staff. Ms. Li immediately bought hundreds of thousands of yuan of precious metal products.
In a few weeks, Ms. Li shifted the idle funds from other banks to the bank, with a total amount of 10 million yuan. Let Li Mingjuan help her financial management. Based on Ms. Li's capital liquidity, expected yield and risk tolerance, the wealth manager tailor -made financial management plans for her reference. Ms. Li was very satisfied. Since then, Ms. Li has become the bank's private bank customers. Li Mingjuan has not only marketing products, but also through detailed services and sincere services to customers, but also enhances personal service brands and establishes the service image of the banking industry.
In the theme of action, on the basis of the characteristics of customer behavior and basic information analysis, it is targeted to screen a high -quality customer group (see) suitable for a value -added service content to provide specific services for the customer base.
(2) Formulate and implement specific action plan
1. Develop a specific action plan
In the formulation of specific action plans, the following aspects should be considered:
(1 (1 1 (1 1 (1 1 ) Maintenance theme: Analyze customer demand characteristics, market hotspots, and refine the main theme.
(2) Maintenance method: Choose the appropriate maintenance method, such as visiting at the door, holding a salon lecture, etc.
(3) Maintenance frequency: According to the monthly/week/day maintenance plan, it is updated regularly.
(4) Cost estimate: Different investment for different customer groups.
(5) System use: Analysis of customer purchase and channel use, etc. through the customer relationship management system (CRM), and comprehensively understand the customer's business contact information.
2. Invite customers
The can invite customers to participate in related activities through telephone invitations, mailing invitations, email sends invitations, and send invitations to visit customers.
3. Holding activities
Is to pay attention to the following aspects when organizing related activities:
(1) Preparation of sufficient information/equipment/personnel.
(2) Grasp/control field ability.
(3) Demonstration of multimedia.
(4) On -site Q