1. Segmentation of customers
Customer segmentation and stratification is not a new thing to many bankers, customer segmentation and stratification is the key core foundation for the development of differentiated marketing, for a long time, the bank is the customer's assets in the bank on the customer stratification, like the Italian economist put forward the "law of two or eight" has become the golden profit point of the banking industry. The "law of two or eight" has become the division point of the banking industry's golden profit, 20% of the profit comes from high-quality customers, 80% of the profit comes from ordinary customers, and most banks distinguish these 20% of customers as private banking customers and wealth management.
The benefit of stratified segmentation is to facilitate the development and implementation of differentiated progressive service strategy, for quality customers, stratified segmentation to help customers enjoy more financial services, which is conducive to attracting customers to continue to collect, precipitated outside the bank's funds, for retail customers, customer stratification is to classify the customer into different dimensions, starting from the customer's profitability, time and characteristics of the three aspects. Taking full account of each other's interactions, banks can also segment customers based on loyalty, demographic attributes, customer value, customer consumption, cash flow and other characteristics, forming a characteristic label of the customer, which makes the bank's data precipitation and analysis become richer, creating online and offline marketing, broadening marketing channels, and the reason for the epidemic, which has also changed the consumption habits of some groups of middle-aged and elderly people, which will inevitably lead to the subsequent online The target group of marketing is expanded, this opportunity banks also need to seize, in the bank actively promote online marketing, customer segmentation is particularly important.
2, self-built scenarios, the combination of scenario and customer segmentation
In the concept of scenario-based marketing, emphasizing "sales is the scene", through the creation of the scene, the reconstruction of the retail people, goods, field, the scene from the choice of scene, the first step of self-built scenarios is to screen the segmentation of the market, based on the above principles of segmentation for different groups to build a new market, and to build a market for different groups. Segmentation principles for different groups to build different scenes, and then clean and reuse the existing channels, efforts to tap new scenes, customer demand as the basis for re-examining and tapping the resources and role of the scene, to improve the effect of the scene of the problem, to capture the demand for more high-frequency scenes, while the existing scene is constantly subdivided, in order to bring the value of the new scene.
3, the establishment of progressive emotional links
The one-size-fits-all single-entry marketing has made the customer bored, so for the marketers, how about a different marketing ideas, put aside the interests of the financial products function, starting from the customer's other needs, looking for emotional links, through the way of emotional links to obtain the trust of the customer, in the face of the products that we have launched, the formation of a kind of And the emotional progression between the customer link, listen to the customer's views on the product and what the customer needs the product claims, respect for customer opinions, and build a foundation of trust between customers, such as the face of middle-aged and elderly women's customer base to carry out a marketing campaign, in addition to the financial characteristics of the product, many banks thought of the "Square Dance Topping" way to give the aunts a chance to express the financial characteristics of the product, and to create an opportunity for them to express the financial and economic benefits of the product. In addition to the financial characteristics of the product, many banks have thought of the "square dance" way to create the conditions for the aunts to express their financial needs, through the mode of service and gifts to open the gate, thus successful marketing.
4, embedded marketing
Previously, the financial services provided by banks for customers were always self-contained, whether it was marketing, service or innovation in their own channels, within the scope of their own products. But with the rapid rise of Internet finance, coupled with the increasingly hot competition among financial institutions, the original way of customer acquisition has not worked, so banks must change their strategy to obtain financial services, the "entrance" began to gradually disperse to the demand for the scene, transforming into a "client-oriented "Therefore, banks must change their strategies. Financial services are integrated into the external environment, becoming a component unit in the ecosystem, and serving customers with a large number of participants, with "*** enjoying customers" becoming the basic *** knowledge. For example, more and more banks are seeking third-party cooperation with a more open attitude, embedding the past independent financial services decentralized into a life application scenario, and then through a variety of APPs, artificial intelligence and other technological developments, but also for the integration of external service boundaries to lay a solid financial foundation. As a one-stop digital service solution provider, Jinyi Union can provide financial institutions with open digital technology capabilities, help enterprises build industry-level ecology, and realize multi-institutional links.