? Elderly customers are now the focus of wealth institutions to serve the object, especially in the context of the Internet, the elderly is still the traditional channels loyal core customer base. Previously in Wuyi Road branch as a wealth manager, contact with a lot of middle-aged and elderly customers, they often come to the branch to sit, chat, which has an elderly customer to me particularly deep impression, she alone in the Golden Oriental Nursing Home, once every two weeks to the Yanghu two hospitals to do the governance, every time after doing the governance will come to the network to sit for a while, I also accompany her to talk for a while, she complimented us on the good environment of the network, good service, and of course, the last of her old age money The company's website is a great place to find out more about the company's products and services, and to learn more about the company's products.
The characteristics of the elderly customer base are: 1. love to worry, kind-hearted. 2. choose the bank outlets valued comfort and convenience. 3. most of the children are not around. 4. in their own circle like to compare. 5 for business time has a cycle and concentration. 6. most concerned about the topic is the health, travel, discount shopping. 7. balances deposited in the bank, the assets of the steady increase. 8. like to share their knowledge, news, financial management, etc.? News, financial management, etc.?
The needs of the elderly are: 1. The need to preserve the value of the pension. Most of the elderly have a low risk appetite, so their demand for value-added is second to the demand for preservation of value is the first. 2. Demand for caring and communication. Under the background of the national family planning policy, the care received by many elderly people is not enough, so it is necessary for the society to provide more activities to let the elderly be cared by communication.3. Health protection demand. In terms of attention to health problems, the elderly have a high demand for health protection due to their low resistance. Their attention to health issues is one of the most direct groups among the major customer groups.4. Demand for money-saving discounts. Elderly people like discounted goods and respond more obviously to price elasticity. If exclusive discount services can be provided to provide more convenience, this provides benefits for the elderly, but also fits the tradition of honoring the elderly.5. Fraud prevention needs. In recent years there have been more scams targeting the wealth of the elderly, with numerous cases of illegal fund-raising and pension fraud. Therefore, the demand of the elderly customer base to prevent fraud is also rigid. 6. Donate to the public welfare needs. Do not think that the elderly are always in the "demand", many elderly people still want to do more to contribute to the community to play their spare time. Let the elderly customer group reasonable output public welfare, can also let them produce a sense of accomplishment.
? Based on the above needs analysis, what kind of products can be provided? What specific services can we provide?
Products that can be provided: deposits, low-risk financial management, capital preservation funds, large deposit certificates, accidental injury insurance, contributions, dividend universal and other insurance, discount cards, trusts and so on.
? Available services: 1. Outlet hardware setup should be equipped with appropriate amount of rest seats for customers, presbyopes, umbrellas, glass door anti-collision tips, anti-skid tips on rainy days, etc., and should also be prepared for the emergency medicine box, ready for the commonly used drugs, so that in case of emergencies; 2. The service personnel are enthusiastic and considerate, pay attention to keep the environment outside the door clean and smooth channel, for customers with limited mobility, should take the initiative to open the glass door of the outlets in advance to transport and assist the customer; 3. for business, the elderly customers should repeat the confirmation of customer needs, get the customer's affirmative answer before processing; 4. financial managers should be timely business reminders before the expiration of the product, holidays and important customer anniversaries for the corresponding maintenance, for example, many of the elderly identity on the birthday is a lunar date, should be consulted before the maintenance of a clear. 5. featured activities service category: treasury bonds green channel; door-to-door service day; Deposit safety insurance; holiday gifts; doctor sitting; off-site service, etc.?
Activities: short trips; square dance competitions; dumplings; donation activities; organization of medical checkups; birthday parties; table tennis matches, etc.?
Discounts: discount day for financial products; coupons for neighborhood supermarkets; discount cards for pharmacies; discount cards for scenic spots; discounts for public transportation, etc.
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? Lectures: financial knowledge lectures; anti-fraud lectures; tai chi photography and dance lectures; health knowledge lectures; tea lectures, etc.?
Many services also need to be linked with the community or business, such as "prescription glasses" 30% discount, the need to cooperate with the optical business, which is often defined as part of the community financial. Square dance contests are also common customer activities for the elderly customer group; preferential shopping activities, must be attached to the elderly customers "free shipping", which is also the starting point of the transpersonal thinking marketing, so as to increase customer dependence. There are many types of services for the elderly clientele, and the person in charge of the outlet needs to be determined according to the cycle in which the outlet is located.