As a financial institution, attracting and keeping customers engaged is one of the core businesses, and it is important to increase customer engagement. On the basis of respecting the wishes of customers and protecting the legitimate rights and interests of customers, institutions at all levels of the system integrate information and push information on financial products and services required by customers on demand, explore and promote the transformation of marketing services to humanization, and enhance customer activity.
High-quality service with affection. The core of marketing is service, and it can often receive unexpected results if it moves people with sincerity and emotion. Yanggao County Associated Press in the efficient use of the 24 financial service sites under its jurisdiction, equipped with service code plates for front-line employees, convenient for them to receive online WeChat, QQ and other social software contact, customers can be matched with the nearest business outlets and financial service sites from the customer after one-click contact, there will be customer managers for docking services, personalized guidance services for customer needs and questions, and effectively improve product utilization rate by quickly answering customers' questions in the process of using products. Yunzhou Rural Commercial Bank has dug deep into the pain points of customers, and cooperated with a number of cooperative merchants to carry out more than 20 activities such as full reduction with credit card promotion and full reduction on Thursday, so as to enhance customer activity with various forms of activities. At the same time, by reducing interest rates, shortening the process, simplifying procedures, the bank actively reflects the characteristics of "short, flat and fast" credit services, solves customers' concerns in the process of use, and provides customers with online consultation and assistance services for mobile banking, arranges personnel to package 3 major communities and 6 major townships, face-to-face, hand-in-hand to help rural areas and older groups learn to use mobile banking, comprehensively revitalize the customer groups that have opened cards and accounts, and effectively improve the utilization rate of online financial services. Linyi Rural Commercial Bank is divided into grids according to the service area and industrial structure of each outlet, and each grid is equipped with full-time grid marketers to draw "two maps and three tables" for grid marketing within its jurisdiction, that is, grid marketing map, merchant distribution map, grid marketing data table, grid staff marketing sub-household table, and single-household file table, so that the grid covers 272 administrative villages, 234 communities, enterprises and institutions, Shopping mall merchants, etc., to ensure that all customers who have been marketed are included in the grid marketing system, and combined with the characteristics of customers, focus on carrying out revitalization actions for idle old customers, effectively tap new needs from old customers, and achieve efficient live customers.
Promote interactive and energetic customers. Multi-layered engagement can capture the attention of potential customers, spark their interest and needs, and increase visibility and awareness. Yunzhou Rural Commercial Bank pays attention to post-evaluation and investigation, adheres to the service return visit system, solves customer problems in a timely manner, promotes the continuous improvement of customer satisfaction, cooperates with local communities, carries out 4 financial lectures and 11 financial knowledge publicity in 6 communities, helps the masses establish safe financial awareness, reduces unnecessary concerns in the use of financial products, and creates 16 WeChat groups for financial services, and widely invites office workers, individual industrial and commercial households, small and micro business owners, More than 2,400 customers of the bank, including taxi drivers, joined in to answer questions online, establish a good reputation of "people's own bank" with sincere service, and comprehensively enhance customer activity. Jiexiu Rural Commercial Bank continues to strengthen the attention to the use of products by customers, each branch in the radiation range of the community, in the form of posters, banners and other forms of regular publicity of the rural commercial bank's hot-selling products, at the same time as a community financial service personnel into the community grid group, through the WeChat group can strengthen the maintenance of community customers, in the group to put the latest current political information, Financial knowledge, promote the new business of the Rural Commercial Bank, help customers answer questions, introduce and guide the problems encountered in the use of the products of the Jiexiu Rural Commercial Bank in detail, and improve the utilization rate of the bank's products. Zhangze Rural Commercial Bank organized the customer manager to take the initiative to conduct door-to-door return visits to the merchants who use the "Jinxiang E-payment" collection code in the jurisdiction, communicate with the merchants "face-to-face", learn more about the merchants' scan code payment and the use of cloud speakers, answer the problems existing in the use process on the spot, and carefully listen to the merchants' opinions and suggestions related to the bank's business. Focusing on the difficulties and pain points of customer experience, we deal with the difficult problems in the payment process in a timely manner, ensure that each merchant has an exclusive marketing personnel responsible for providing services such as terminal installation, operation guidance, and activity promotion, so as to further improve the product utilization rate.
Tailor-made customers. Differentiated service strategy is one of the keys to marketing success, and developing differentiated service strategies according to customer types and classification methods is an important step to enhance competitiveness, and improve customer activity by meeting the needs of different customers. Shuozhou Rural Commercial Bank accurately focuses on the customer base of new energy vehicle owners, focuses on the problem of low utilization rate and lack of communication of customers after handling products, goes deep into the market to understand, accurately sort out customer needs, analyze and study policies, and creates convenient service scenarios through cooperation with automobile 4S shops, second-hand car shops, car wash shops, charging stations, etc., so as to realize the superposition of resources and complementary advantages, and continuously improve the efficiency of live customers. According to the different degrees of business cooperation, each branch of Heshun Rural Commercial Bank has established its own customer WeChat group. The first-level group is used to keep in touch with customers, release business information, and carry out inclusive marketing activities, the second-level group is used to carry out targeted preferential activities, release information, and implement after-sales service, and the third-level group is a special group, which is mainly used for VIP customer service, discovering and referring customers. Through the establishment of customer WeChat groups, coupled with value-added services and special activities such as preferential merchant consumption discounts, lucky draws, birthday benefits, offline friendships, etc., customer stickiness is enhanced, and activity is enhanced. Anze Rural Commercial Bank provides regular and fixed services for small and micro customers, retail customers and individual customers, and fixes Tuesdays for communities and village committees to "centralized credit", and fixed every Friday for merchants' return visits. credit products are more attractive, which in turn motivates customers to actively engage and use them. Source丨Provincial Rural Commercial Bank's internal journal "Shanxi Rural Letter" No. 677
Source: Shanxi Rural Credit Corporation