Lei Ming, Chief Product Officer of Lujin: Customer operation is the core competitiveness of third-party wealth management platforms

On September 17, the 2021 China Asset Management Annual Conference, hosted by 21st Century Business Herald and co-sponsored by Shanghai Pudong Development Bank, was held. Lei Ming, Chief Product Officer of Lujin, shared valuable experience on how to do a good job in customer operation in the wealth management industry from the perspective of customers and products at the wealth management theme forum in the afternoon.

First of all, Lei Ming analyzes from the perspective of customers, lei ming believes that customers, living customers and nurturing customers are facing challenges.

From the perspective of customer acquisition, scenario-based customer acquisition is the embodiment of a scenario's ability to serve customers, which not only requires us to know himself better than the customer, but also to understand the product better than the asset manager. These two points determine whether the scenario-based operation can sell the service well, make better recommendations, and give more suitable products and the right time to the right customers.

From the perspective of customer acquisition, how to turn low-frequency financial transactions into high-frequency interactions, bring about the improvement of customer stickiness, and establish a good customer relationship is very important.

From the perspective of educating customers, more and more customers become private customers of account managers, and once the account manager leaves, they often take customers away, which is a problem that many institutions will face. Lei Ming believes that this is essentially the lack of institutional service capabilities, if an institution can give the account manager enough tools, a good service platform, a good enough support, a good enough product, the account manager is naturally willing to stay on the platform, so the value of the platform is very critical.

Next, Lei Ming analyzed from the product side.

Regulatory requirements and market changes make the cost of communicating with customers increase, customer conversion rate decreases, on the one hand, more complex investment structures are required, such as quantification, pointers, CTA, there are many products for investors to guide and more investment education. On the other hand, it will also bring more diversified configuration requirements, that is, different customer needs. How can we give customers customized integrated financial products? This is also a challenge for the product side.

In response to such challenges, Lei Ming introduced the "A+T+O" technology-enabled personal financial services platform model and shared three capabilities:

One is a systematic sales tool, including a tool system supported by data, including sales suggestions, sales suggestions, etc., which is the basis for supporting sales. One is the use of big data, which can make customer behavior and portraits clear. The last is the customer preference change management tool, which turns the appropriateness management of investors into dynamic multi-time continuous iterative management, which will be accompanied by changes in customer preferences, changes in family status, and changes in the customer environment, including changes to products, which will eventually become the strongest connection with customers.

Lei Ming said that the product under the net worth product will always fluctuate, the customer does not need to tell him when the product can have a positive net value, what he needs is actually companionship, that is, to make him feel at ease, let him realize the relationship between market fluctuations and product fluctuations.

Therefore, a complete customer operation model runs through all links of the entire system of serving customers, from the acquisition of customers in the O2O model, to the guidance of investors, identification, product promotion, and then to post-investment monitoring. Lei Ming believes that the monitoring of products into the interaction between operational customers must be a low-cost, intelligent, and temperature-based process.

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