Recently, many students asked questions, asking how to grasp the balance development, since the beginning of this year, the balance development of various banks has faced huge challenges, including the marketization of interest rates, the bank's deposits are obviously diverted, so how to grasp the balance in the end?
In fact, the development of balance, including many of our wealth management fund insurance, etc., the development of these financial business products, his fundamental basis lies in the operation of the customer system, the development of financial business, especially the development of the balance is closely related to customer management.
That grasping customer management is nothing more than four things:
The first thing is to acquire customers, to acquire customers;
The second thing is the improvement of existing customers;
The third thing is to prevent loss;
The fourth thing he did was to rebel.
Today, I would like to talk to you about the most urgent thing at the moment, which is the problem of anti-loss.
With the lengthening of interest rates, the floating space of interest rates of various banks is not the same, but it is true that we have obviously found that if the interest rate of one bank is slightly behind that of other banks, the loss of customers of the bank is quite serious, and many employees also attribute the loss of deposits to the fact that the interest rate of the bank has not risen to the top, not as high as other banks, in fact, is this really the case? Our survey found that the impact of customer churn is often not as simple as the return of the product, based on our experience over the years we found that there are three ways to prevent churn:
<h1>The first trick: contact frequency to prevent loss</h1>
The first one is to make customers embarrassed to go, and this embarrassment is mainly reflected in the daily relationship maintenance, especially the frequency of contact. We have found that the frequency of contact between banks and customers, especially high-end customers, is often not guaranteed, for example, we divide customers into three categories of ABC according to the size of his assets and the strong willingness to buy:
Class A: The willingness to buy with a relatively large asset scale is relatively strong;
Category B: The asset scale is large but the willingness to buy is not very strong, or the willingness to buy is relatively strong, but the asset scale is not large;
Category C: That is, the size of his assets is not very large, and the willingness to buy is not very strong
These three types of customers his contact frequency we all hope to get a certain guarantee, such as A class customers we recommend at least once a week to contact, B customers two weeks to a month at least once a month, and C customers every month is at most a quarterly contact, but in fact, in the end found that many lines in the daily management does not manage the high-end customer maintenance of the frequency of contact, so through a certain frequency of contact, including telephone contact, home visits, customer invitations, daily maintenance of customer groups of text messages, etc., As long as it reaches a certain frequency, it can affect the customer's stay, making him embarrassed to go, after all, it is more familiar.
<h1>The second trick: cross-marketing to prevent loss</h1>
The second makes it inconvenient for customers to go, and this cross-selling rate is familiar to everyone.
Through the data survey, it was found that when the customer's cross-selling rate reached more than 2.8, the customer's churn rate dropped significantly, and when the customer's cross-selling rate reached more than 4, the customer churn basically stopped appearing, or very low. We analyzed a number of rows of data some time ago, through big data analysis found that many of our lines listed as key customers, including high-end customers, and even many basic customers of VIP customers, have not achieved a cross-selling rate of more than 2, 3 is not to mention, that is, the cross-selling rate is seriously low, this cross-selling rate is low, which leads to customers leaving the bank without any inconvenience.
For example, if one of our customers reaches more than 500,000 assets or more than 200,000 assets, he has opened a fund investment in the bank, and the fixed investment has exceeded 3 months, for example, he has purchased a fixed payment insurance in the bank, and the payment record has reached more than 3 months, you can imagine that at this time, if he wants to transfer the bank's assets to other banks, or transfer the bank's deposits to other banks, it is not so convenient for him to cancel the account and leave. In fact, with the increase of cross-selling rate, it can also effectively increase the dependence and trust of customers on the Bank.
<h1>The third trick: value-added service experience to prevent loss</h1>
The reason why customers are reluctant to go is more because of service, the third way of outlet anti-loss: value-added services to prevent loss, that is, through the bank's services, customers can personally feel that as long as the assets and deposits are placed in our bank, he can enjoy a lot of services and service experiences that many other lines cannot provide.
For example, you all know china merchants bank, china merchants bank so many years why his customer churn rate compared with other banks is significantly low, not to say how good the products of CMB are, nor how tall the outlets of CMB are, the churn rate of CMB customers is low, there is a lot of reason for the loss rate of CMB customers in the daily relationship maintenance, daily product marketing behind the strong customer service system, as long as you reach 500,000, reach the golden sunflower standard, you can enjoy several value-added services throughout the year, including free washing, Free play on golf, some regular feedback every month, and so on.
We did a project some time ago, this bank through the integration of various social resources. They provide customers with the following value-added services: as long as you reach 50,000, you can enjoy the free installation of card reading equipment on the bank's highway ETC; you can enjoy the 50 yuan reduction of car insurance; you can enjoy the free gift of tickets worth 688 yuan for the national tourist attractions throughout the year; you can enjoy coupons for all kinds of food, clothing, and housing every month; you can enjoy 5 eggs per month to the outlets; you can enjoy a newspaper every day.
You can imagine that if a customer reaches 50,000 assets in the Bank, he can enjoy so many value-added services: hall enjoyment: hall priority service, hall VIP area; accumulation of good gifts: point redemption, including a variety of shopping offers, including a series of activities throughout the year, including a lot of rights and interests. If the customer enjoys so many services and can experience one or two per month, experience our VIP treatment this month, and find that the deposit reaches more than 50,000 next month, I can get the newspaper from the outlet, get the egg, or this month I participate in the points redemption, or next month when I go out to eat, because I hold the bank card and the balance reaches 50,000 can enjoy the discount, do you think the customer is still willing to go?
<h1>● ● ●</h1>
So today, we say that the impact of customer churn on the balance of each bank is quite large, but on the surface there is no reaction so obvious, our banks pay more attention to obtaining customers or project marketing, pulling a large number of deposits. But you found that no, there are so many incoming accounts, so why is the balance competition so bad? The main reason is that the front comes in and out, and we have a term: to plug the leaks before development, plugging loopholes is often more important than development.
It is worth noting that it is really necessary to prevent the loss of more than 200,000 customers, it is recommended that you manage the customer list system of more than 200,000 in any case, and manage three things in the system every month: the frequency of contact this month, the product superposition marketing this month, and the customer service experience of this month. I believe that as long as these three are done well, the anti-loss work of existing customers can have an immediate effect and escort the development of our balance.
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