How to do digital management well?

Customer base: the fulcrum of digital management

According to the statistics of China Internet Network Information Center, by the end of 65438+February 2020, the number of netizens in China was 989 million. In the reality of Internet popularization, the distinction between online and offline is no longer obvious for the marketing effect and efficiency of financial institutions, and it is gradually merging.

Under this general trend, a state-owned bank has changed its marketing thinking, taking online digital operation as its main marketing direction, and the fulcrum of digital operation is "customer pool".

Customer pool is a marketing management model that aims at the continuous value of customers, takes retention and repurchase as the core, and establishes long-term trust relationship with customers. A state-owned bank used the practice of customer pool marketing to become friends and partners with customers in its operation, and realized the establishment of long-term trust relationship with customers.

0 1 customer base advantage: build long-term trust of customers.

A state-owned bank is affected by the epidemic, so it is difficult for customers to invite face-to-face interviews, and customers are more accustomed to online communication. In the process of online communication, the biggest difficulty lies in how to gain the long-term trust of users.

In order to overcome this problem, a bank in a country changed its thinking, changed its past thinking of traffic harvesting, and regarded the operation of customer pool as a long-term way to maintain customer relations.

The essence of financial institutions is service, or service is provided to customers as a product. If you only regard customers as traffic, the relationship is relatively simple and it is easy to fall into a simple interest rate or price comparison. Only good interactive communication and emotional connection can bring better customer relationship and better customer management.

The founder and CEO of BETA put forward for the first time in a discussion with a state-owned bank that "the essence of operating private domain traffic is to establish connections with customers, so that every interaction will be better and every connection will be warmer."

In other words, financial institutions are not dealing with traffic, but with the emotional connection of temperature-customer pool.

The application of customer pool: the business model of enterprise WeChat changing customer relationship

Why customer pool becomes the fulcrum of digital operation of financial institutions is determined by the characteristics of financial products. The transaction of financial products is ultimately based on the trust of customers and the credit of financial institutions. Its characteristics, such as non-standard, high customer order and strong repurchase, make it possible to achieve long-term sustainable transactions only through in-depth interaction.

A state-owned bank uses enterprise WeChat as a tool for customer pool management to realize in-depth communication and interaction with customers. The communication method is as convenient and skilled as personal WeChat. When a bank account manager leaves his post, the administrator can transfer his friends to one or more account managers with one click, thus realizing the seamless connection of customer inheritance. All interaction behaviors and communication records with customers can be stored and analyzed for further intelligent management.

The system of customer pool: "funnel model" permeates customers.

Enterprise WeChat is like a "big pond" of a financial institution, and all the customers reached by various means can be summarized into this customer pool. In this customer pool, in-depth customer interaction and customer relationship management can be realized, and customer transformation and transaction can be promoted.

A state-owned bank, relying on corporate WeChat, introduced its customers into the customer pool. After customers retained in the customer pool, state-owned banks carried out a series of batch operations: including financial morning post, short video, customer posters and other forms of content push; Including financial games, holiday activities, business demonstrations on the same screen and other interactive forms; Including fund investment, insurance renewal, loan payment and other forms of post-investment services.

Taking BETA products as an example, while operating in batches, it will form a closed loop of data feedback, judge customer preferences, and improve the operation mode and direction of financial institutions.

After batch operation, we can use relevant tools and activities to promote the online transformation of customer transactions. Every business scene is based on a high degree of data and intelligence, thus realizing a digital business model.

With the further increase of Internet penetration rate, the digital transformation of financial institutions is the general trend. As the fulcrum of digital operation, customer pool can undoubtedly help financial institutions to become friends and partners with customers in the future and create a new customer relationship.

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