In bank operation, customers are the foundation for development, and without customers, there is no foundation and support for business development, and deep cultivation of customers is a matter of laying the foundation and benefiting the long-term for the bank. Combined with some experience and practices in daily work, this paper sorts out and extracts some methods for acquiring customers for corporate customers.
1. Customer acquisition strategy for corporate customers
(1) Deeply cultivate scene construction and quickly cover the "whole system"
In recent years, the construction of financial scenarios has become an important direction of digital transformation of banks. Focusing on major projects, key enterprises and important industrial chains, banks have continuously strengthened scenario aggregation and ecological docking, not only making financial services a one-stop service experience, but also organically integrating non-financial services through the support provided to enterprises and institutions in terms of software and hardware, realizing the construction of an ecological service system for the entire enterprise, industry and even the industry. Relying on this, customers are highly integrated in such an ecosystem, and because all relevant parties in the system have close contacts with the bank due to the participation of the scenario, the bank can realize the batch expansion of the "whole system" of customers and quickly achieve customer growth.
With the vigorous development of financial technology, platform systems such as "smart courts", "smart medical care", "smart housing construction", "smart education", "smart government affairs" and "smart pension" are increasing and improving.
01【Case 1】
Through the construction of bankruptcy case auxiliary management system scenarios, the bankruptcy administrator is expanded in batches.
When the marketing staff of a state-owned bank contacted the local bankruptcy administrator association, they learned about the pain points and difficulties of bankruptcy management-related business in terms of capital supervision, meeting convening, asset disposal, judicial disclosure, information storage and transmission, etc., combined with the "smart court" and "bankruptcy case management intelligent assistance system" that it has recently vigorously promoted in the bank, the marketing personnel made an in-depth explanation and introduction to the association, and won high recognition from the association. Due to the complete functions, simple operation, advanced technology and visualization of the whole process, the association recommended the system to the local people's court. Through active follow-up marketing, the bank successfully achieved business cooperation with the court on the construction of bankruptcy case management scenarios, breaking the original gap in cooperation between the bank and local courts, and successfully became a member of the bankruptcy administrators association.
It is reported that as of one year after the system was launched, the local court has accepted more than 50 bankruptcy cases, and more than 30 have been reviewed. Among them, more than 20 bankruptcy administrators who have completed the case review have opened accounts in the bank due to the construction of this scenario and the promotion and use of the bankruptcy management assistance system, and the precipitated bankruptcy cash deposit has exceeded 70 million yuan. At the same time, since the state-owned bank is the only member of the commercial bank of the Association of Bankruptcy Administrators, the bank has leveraged more than 10 member units of the association, such as law firms and liquidation companies, to open accounts in its bank, realizing the "whole system" of customer acquisition for courts, associations, bankruptcy administrators and other member units.
02【Case 2】
Through the construction of merchant acquiring and enterprise management system, the "whole system" customer acquisition of large chain pharmacies is realized.
A large chain pharmacy in a city has more than 240 stores in the local area, because the cash register system needs to be replaced for a long time, and the demand for intelligent management of the enterprise is large, so it is planned to update its acquiring system and launch a set of enterprise management system. After discovering this business opportunity, a local commercial bank immediately went to the enterprise to understand its equipment renewal needs and system construction needs, and after a comprehensive evaluation of the cost and benefits, the bank determined the investment support for the scenario project. During the project, 13 new stores of the pharmacy chain have opened accounts with the bank. After the follow-up system was launched, it took less than half a year, and the account opening of more than 200 stores was basically completed. Through the investment in scene construction, the bank has gained more than 200 customers in less than a year, and all of them are administrative customers of the bank, and the development results are remarkable, and they were commended and rewarded by the superior bank that year.
(2) Grasp the supply chain and accurately reach the "upstream and downstream"
The key credit customers of commercial banks are often an important source of customer acquisition. Banks can carry out chain marketing around key credit customers, especially core enterprises, and use trade financing, bank acceptance bill issuance, bill discounting and other product businesses to deeply tap the potential of core enterprises, and strive to open up the industrial chain and extend the credit extension line.
By providing a "package" of products and services to core enterprises, we continuously optimize the utilization of their credit lines, and leverage the upstream and downstream customers of core enterprises to participate in the Bank's business with all-round and full-product cooperation, and ultimately market them to become customers of the Bank.
【Case】:
After a bank approved the credit line and issued a bank acceptance bill for its key manufacturing enterprise customers, it actively contacted and communicated with customers, and through the early grasp of the payee information, it facilitated the tracking of the follow-up trend of the bills. At the same time, the bank also took the core enterprises as the chain master, handled 120 million yuan of comprehensive factoring business for the enterprises on the chain, and through the development of supply chain finance, it also won more upstream and downstream customer resources.
(3) Focus on industry associations and enter the "circle of friends" of customers
For credit customers, especially those with large credit amounts, they are high-quality enterprises as credit objects, and there are often relevant industry associations behind them, gathering a large number of enterprises with the same business scope, similar business models, and credit schemes that can be generally promoted. At the same time, due to the small scale of inclusive financial customers, banks have a relatively large voice when approaching them, so it is relatively easier to recommend customers by customers.
In the specific operation, according to the business characteristics and industry pain points of the industry where the enterprise is located, professional solutions including comprehensive credit, full asset allocation, foreign trade and foreign exchange can be proposed, and the industry association can be used as the entry point to enter the "circle of friends" of existing customers, and the program will be promoted through salons, lectures, etc., so as to achieve fission and customer acquisition.
【Case】:
During the period of applying for an inclusive financial loan of 9 million yuan for the enterprise, the bank account manager found that the enterprise was a member of the local insulation materials association in the information provided by the enterprise. Through the credit cooperation with the enterprise, the bank's personnel basically grasped the development of the insulation material industry and the pain points and difficulties in financing, through the accurate industry portrait, the proposal of targeted solutions and the unremitting marketing of the secretary-general of the association and other key personnel, the bank finally successfully held a number of industry salons with the help of the association, and successively put inclusive financial loans for 14 local insulation material manufacturing enterprises, and achieved fission customer acquisition.
(4) Make good use of characteristic products and deeply leverage the "industry group"
In addition to the traditional real estate mortgage, chattel mortgage, equity pledge, patent pledge, carbon emission pledge, etc. have become new ways to implement guarantees. At the same time, banks will also match the corresponding credit strategies according to the characteristics of the customer's industry, such as tobacco distributors, pharmacies, hospitals, etc., which can give corresponding credit lines according to their settlement objects, settlement volume and settlement characteristics. Similar to the above-mentioned practice of entering the industry through associations, bank relationship managers or marketers can cut into the marketing of such industry-specific products, and can achieve batch customer acquisition for the entire industry while promoting the product by combing through the household or recommending customers by capturing the list.
【Case】:
In terms of inclusive financial marketing, a bank has successively innovated and launched online "tobacco loans", "medical insurance loans", "wine warehouse loans" and other targeted products for key industries. After fully combing and screening the list of customers in such industries, the grass-roots business outlets start from being familiar with the customers, recommend the handling, and quickly open up the relevant market through the word of mouth and mutual introduction of customers. In particular, the online "tobacco loan", because of the fast processing time, well met the financial needs of tobacco dealers to purchase cigarettes before the Spring Festival, and in less than 1 month, the bank branch completed the expansion of more than 40 customers.
(5) Strengthen public-private linkage, focusing on breaking through the "middle and high-end"
Individual high-end customers often have corporate backgrounds, and the marketing of such customers must highlight the linkage between public and private businesses. Personal account managers should have the awareness of actively sharing this kind of customer-related information with the company's account manager on a daily basis, especially when regularly withdrawing large amounts of funds in advance, it is likely that the enterprise needs a window period of capital turnover or key business transactions.
In addition, it is necessary to establish a public-private collaborative marketing mechanism for employees in the outlets. For some key personnel, such as corporate legal persons, executives, shareholders, and financial personnel, they must require the implementation of "one-sentence marketing" when handling private business. In particular, the counter and super/smart counter service channels require the handling personnel to "ask, remember, and retain" when it comes to business links that can directly contact the customer's occupation and work unit such as account opening and information modification. "One question" must ask: "Where is the corporate account of your unit opened, if necessary, you can open it in our bank, our package charges are cheap, and online banking, reconciliation and other services are absolutely convenient and easy to use." "A note" must be recorded, after the completion of the business will be registered in a timely manner, for customers with marketing potential, the follow-up will be directly visited by the corporate account manager, and the customer will be professionally explained and introduced. "One retention" is to strive to retain the customer's WeChat, so as to facilitate the follow-up of product push and business marketing through Moments or WeChat.
Second, the method of living customers for corporate customers
(1) Complete account opening products and the "first pass" of good customers
In our day-to-day work, we aim to acquire customers for corporate clients in two ways: to increase the contribution of interest income and to increase the contribution of intermediate business income (non-interest income). Most of the interest income contribution comes from the traditional deposit and loan business, while the non-interest income is generated by the bank's products and handling fees of various businesses. Different from traditional deposit and loan business, product development can often be carried out from the time the customer opens an account. Therefore, this also enlightens all bank outlets to try to equip customers with complete products when opening accounts, such as conventional corporate online banking, corporate SMS, unit settlement cards, electronic receipt boxes, etc., which are best guaranteed to be fully matched. There may be some products with relatively high fees, which are not easy for customers to accept at the first time, so you can use the account opening packages widely launched by various banks in recent years to attract customers to handle them.
These packages can be combined freely, and there are also very large discounts or fee reductions when handling, which provides more convenience in marketing for account managers. Basically, it only takes one sentence: "The package fee is low, and there are many services to enjoy, you can use it for a year first", and it can have an effect on most customers. After gradually cultivating the customer's product usage habits, the customer will have a better foundation. If the "first level" of account opening can be done well, it is equivalent to realizing the customer's contribution and value transformation at the initial stage, and winning at the "starting line" of the customer.
(2) Keep an eye on the key list and make good use of the "treasure map"
In the daily maintenance of customers, bank branches often receive a list of customers/funds and a list of critical customers (quasi-effective customers) issued by the superior bank. Among them, the customer/capital loss list can often help us analyze the direction and situation of the customer's capital operation, so that we can cut into the communication with the customer. The critical customer list can help us find customers in a targeted manner, and quickly achieve the top position and cost acquisition in business indicators in the shortest time. These lists are the "treasure map" of bank outlets for customer marketing maintenance and promotion of activities, which can not only become an opportunity and reason for communication with customers, but also easy to achieve twice the result with half the effort, and even sometimes produce miraculous results.
For example:
When the account manager of a branch contacted the customer by phone according to the customer/fund loss list issued by the superior bank, he learned that customer A made the payment because he transferred funds to the group's subordinate customers, and customer B made the payment for the order. Therefore, the bank's cash management platform products and inclusive working capital loans were recommended to the two customers, which met the needs of customers and achieved customer improvement, which played a good role in customer activity. This method can also be said to be similar to the early withdrawal of large amounts of funds from medium and high-end customers mentioned by the author above.
Similarly, there are also customers who apply for an increase in the online banking transfer limit at the branch, and there are often greater business opportunities. Account managers can understand the direction of customer funds and business needs through the due diligence done before raising the limit, and match bank loans, bill discounting, trade finance and other products and businesses corresponding to their needs to achieve active customers.
(3) Pay attention to the dropshipping business and build the "internal circulation" of live customers
As a traditional public-private linkage business, payroll business also plays a very important role in promoting customer acquisition for corporate customers. The payroll coverage rate of five types of customers, including new account opening, basic account, credit account, inclusive account and administrative account, can partly reflect the linkage marketing ability and customer promotion ability of a bank to its corporate customers. The amount of funds and the number of people issued on behalf of the customer can reflect the quality of the customer. It can be said that the payroll business is a "touchstone" for the development of the bank's corporate business, and the banks that do a good job in the payroll are often relatively competitive in the market. Why is there so much emphasis on the importance of payroll for customers?
There are two reasons for this:
If, from top to bottom, most people are using a bank's products and enjoying the services and benefits of a bank, then enterprises will naturally hear more voices about the bank, have a deeper understanding of it, and use habits will be more inclined to the bank's service model. Based on this, the relationship between enterprises and banks will be closer, and it will be more convenient to carry out business cooperation and product marketing in the future.
Funds flow from enterprises to individuals, most of them are still retained in the bank, so that the corresponding funds form a closed loop in the bank, if on this basis, the bank will extend services and marketing to individuals, which is equivalent to the establishment of deposits, customers, business "internal circulation" internally, in the circle of drive, enterprises and individuals will become active customers and even loyal customers of the bank.
Among the five types of key customers mentioned above, credit customers, especially inclusive customers, are the best targets for marketing payroll business in daily work. Other customers may not have in-depth cooperation or the bank may have less say in the voice, so it is more difficult to compete for business. If you want to make some key breakthroughs in the payroll business, you might as well start with the credit accounts and inclusive accounts in the bank.
(4) Implement hierarchical maintenance and clarify the "responsible person" of the customer
For the existing customers of the outlets, the maintenance, promotion and promotion of customers should be implemented through hierarchical division, lump sum to household, and responsibility to person. Taking an outlet with 400+ customers as an example, the 20 important customers at the head are maintained by the person in charge of the outlet and the marketing deputy, and some key customers are maintained by the corporate account manager and the teller at the corporate account, and the rest of the long-tail customers are distributed to all employees of the outlet in batches according to the volume, so as to ensure that the reach of the existing customers of the outlet can be fully covered in a one-year cycle. Due to the large number of long-tail customers, even if they are maintained in batches, the workload is relatively large, and the difficulty of upgrading is also high, so it is recommended that the non-corporate staff of the outlets only start with two problems when making calls to increase the stock of long-tail customers:
This method of asking questions does not involve marketing and product recommendations, but starts from caring about the customer's experience, which not only does not cause disgust, but also makes the customer feel a good service experience, and the customer is naturally willing to continue to communicate with the bank's personnel. Follow-up bank personnel can understand the actual situation and business needs of the enterprise through easy communication in the atmosphere, and then match the relevant products in the bank to introduce, and the effect will be much better.
This problem is based on the actual situation of most enterprises, based on helping them solve their financial difficulties, even if the customer has no needs, they will not refuse to continue to communicate with the bank. Even some customers may not have borrowing needs and want to know about bank loans, so we can establish contact with customers through telephone introduction and WeChat product promotion materials, so as to facilitate follow-up marketing. It is recommended to follow up monthly or quarterly follow-up according to the degree of customer feedback, so as to ensure that the bank can follow up as soon as the customer needs it.
(5) Reorganize the team model and create a "team" of live customers
Within the bank branches, a full-time and part-time corporate marketing system can be built, and the promotion of corporate customers and the improvement of the efficiency of the outlets can be realized through the optimization of mechanisms and processes.
As a manager, the person in charge of the outlet should engage in both management and marketing, and at the same time coordinate the construction of the marketing system, he must also bow down to the bureau and take the lead. As a full-time corporate marketing personnel, the corporate account manager should not only do a good job in the main business, but also learn and digest the product business in a timely manner, refine the key knowledge and business points to other personnel for training. It is also best to be able to make templates for some key businesses, so that other personnel can "use it immediately". In addition, other personnel of the outlets, especially the comprehensive service personnel of the counter and hall, can be positioned as part-time personnel of corporate marketing, mainly responsible for referral, collaborative marketing and the replication and promotion of the methods and skills of the full-time personnel.
On this basis, while creating a marketing atmosphere for corporate business, it is also necessary to establish a "praise-sharing" system in the morning or evening meeting. Employees with good performance results on the previous day should be praised and invited to share their business experience and experience. In this way, the whole network can summarize experience in practice and learn from each other to return to guide practice, so as to form the effect of 1+1 greater than 2 within the network.
For the experience and practices that everyone generally thinks are more useful, the person in charge of the outlet can hold a regular review meeting, all employees participate in the summary, and prepare the corresponding business manual, and leave the signatures of all employees after the printing is completed, which is a great encouragement to the overall morale of the outlet while summarizing the excellent experience.
After a period of trial implementation of such a model system, part-time personnel with better performance can be designated as assistants to corporate account managers as supplementary or reserve forces for account managers. In this way, it can not only build a corresponding talent echelon in the outlet, but also form an incentive effect on other personnel, and promote the effective improvement of the enthusiasm of all employees in the outlet's business development.
Customers are the most important development resource for banks, and without a solid customer base, there will be no deposits, loans and thriving businesses. It is precisely because of this that customer acquisition in the development of the bank is a kind of iron pestle into a needle, water drops through the stone, only in daily life, perseverance, in order to win more opportunities and possibilities in the future fierce market competition.