(1) Based on the service concept of "customer-centered", we must always ensure to provide high-quality and efficient services for high-end customers. If we can't provide customers with high-quality products and services, customers will not be satisfied with our services, let alone establish a high degree of loyalty and cooperation. Therefore, we should implement comprehensive and high-quality marketing, which is closely related to product quality, service quality and customer satisfaction. Services should start from the details, such as reporting or announcing customers in the media when there are changes in banking policies and systems, and at the same time, we should especially inform the middle and high-end customer groups of our bank and strengthen reminders; It is necessary to further improve the after-sales service of online banking and other electronic banks, and arrange technicians to solve problems as soon as possible to avoid the situation that system problems lead to customer dissatisfaction; Personal high-end customers have a large capital turnover, so when these high-quality customers need cash, they should give priority to supply it, and so on.
(2) Pay full attention to the daily dynamics of high-end customers. High-end products provide huge resources for our development, so we should always pay attention to the capital flow of high-quality customers in our daily work. Banks should pay close attention to every move of every high-end customer and take every opportunity to strengthen emotional communication with them. For example, some high-end customers have some important good news, whether it is the account manager of a bank company or an individual account manager, they should know the information in time, and report important matters to the bank leaders for timely attention. Both flower congratulations and SMS blessings will improve customers' satisfaction with the bank.
(3) Arrange regular home visits for high-end customers. Through door-to-door visits, customers can feel that the bank attaches importance to them, learn more about customers' trends and ideas, and collect opinions and suggestions on the bank, so that the following marketing can be more purposeful and planned. Seek the opinions of high-end customers on account managers, because the marketing work of account managers is a crucial factor in determining the relationship between banks and customers.
(four) often organize seminars between high-end customers. At least once a year, the bank will organize a symposium with mid-to high-end customers to listen to customers' opinions and suggestions on the bank's products, services, marketing and product development, predict the future market and discuss the bank's next development plan. Such a forum is not only very beneficial to the bank's decision-making, but also can deepen the feelings with middle and high-end customers and enhance their loyalty to the bank.
Second, the new marketing plan for high-end customers
(1) Do a good job in database maintenance to lay a foundation for customer marketing.
1. The business department, Wen Jia Branch and all sub-branches should start with the segmentation of existing customers of the Bank, improve the information files of high-quality customers, implement refined management of customer resources, and conduct differentiated and product marketing for potential customers according to the different asset composition of customers.
2/ Customers strive to meet the standards in marketing and development, and become high-end customers of the bank.
2. In their daily work, the lobby manager and counter staff should make records in time and recommend them to the account manager if they find potential high-quality customers; Account managers should follow up marketing in time when receiving high-quality customer recommendation information.
(2) Do a good job in market research and broaden customer marketing channels.
1. All commercial organizations should understand the distribution of surrounding customers and organize their efforts to carry out targeted marketing and publicity activities for high-end communities.
2. Pay attention to the marketing of professional markets (parks) and private owners in business circles.
3. Do a good job in public-private joint marketing, and strengthen the marketing of potential corporate customers, middle and senior managers and ordinary employees with strong economic strength.
4. Broaden our thinking, actively strive for cooperation channel resources and carry out marketing activities. Such as insurance companies, guarantee companies and other cooperative units.
(3) Do a good job in customer segmentation and promote customer marketing in an orderly manner.
1. Focus on strengthening customer marketing to target customers. Keep paying attention to and tracking the target customers, and attract customers to do business and buy products in our bank through various channels (deposits, loans, wealth management, insurance, etc.). ), so as to meet the identification standards of our high-end customers.
2. Make use of telephone calls, home visits, birthday greetings, holiday greetings, new product promotion, etc. to enhance emotional communication with customers and improve customer loyalty, so as to further develop business and promote products.
(4) Do a good job in network services and create a pleasant business environment.
1. Improve the service quality of outlets, pay special attention to service details, such as greeting etiquette, answering customers' questions, etc., create a good service environment, and comprehensively improve customers' service experience in handling business at our outlets.
2. Provide differentiated and high-quality services for mid-to high-end customers. When high-quality customers come to the bank to handle business, the account manager can accompany them to help them solve the problems encountered in the process of handling business and further communicate their business needs.