How banks develop, maintain and manage customers

Lecturer: Teacher Liu Chengxi from Taiwan Foreword: This book is designed to improve the customer development, maintenance and management skills of bank presidents/marketing managers/account managers/risk management department personnel of provincial branches, etc., mainly The purpose is to establish a strong business team of steel-like cadres, which will bring certain help to the development of the company. In this case, our company has learned about your company's demand for this course and formulated this training plan as a basis for implementation. We hope to contribute to your company, and we also hope that both parties can have in-depth discussions on specific details. Explanation of course planning In the era of competition dominated by marketing orientation, the concept of "customer-centered" has been deeply rooted in the hearts of the people, and the 80/20 rule has also been recognized and accepted by the majority of managers. All commercial banks are very aware of the importance of expanding high-end customers to business operations, and have adjusted their research strategies and increased marketing efforts, resulting in extremely fierce market competition for high-end customers. Under such a situation, how can commercial banks tap their potential, innovate their mechanisms, and use various measures to attract, occupy, and maintain high-end customers to achieve better performance growth? How to use its own conditions to accumulate customer reserves, formulate development plans, and achieve sustainable development? These are realistic and arduous tasks facing commercial banks. Establish a sensitive and efficient information research mechanism. Any piece of information about high-end customers is likely to bring high-quality deposits, loans, intermediary business and benefits. Whoever captures the information first will seize the market opportunity. Commercial banks can quickly and Sensitively identify valuable strategic goals. Any bank that pursues sustainable development will never discount important high-end customers. Because discounting high-end customers is discounting the future of the company. An enterprise's high-end customer management should be completely dynamic. It can be divided from the interactive relationship between the enterprise and its customers, customer loyalty based on relationship marketing, the profitability generated by customers, and the customer's impact on the enterprise. strategic significance to divide. Based on the above analysis, "high-end customers" are the company's partner customers, the company's loyal customers, the customers who create 80% of the company's profits, and the customers who bring high profits to the company and the company only needs to pay low service costs, because They establish long-term profitable relationships with enterprises, inherit and recognize the corporate culture, and are willing to establish long-term cooperative relationships with enterprises. These customers bring long-term profits to the company, save the cost of developing new customers, and help the company induce potential customers and achieve strategic development. High-end customer management includes at least four processes, namely Select Customers, Acquire Customers, Retain Customers, and Grow relationships with customers. Acquisition of customers is the most important part of large customer management. A difficult and most expensive process, of which consultative selling is a key component. Course Purpose Steps and practical tools for banks to develop customers Customer-centric business development process of banks Principles of finding and discovering customers for banks How banks choose target customers How banks research customers How banks evaluate customers Bank customer negotiation skills and cooperation strategies How banks maintain customers How does a relationship bank carry out risk warning management? How does a bank carry out customer file management? Target students: bank presidents, marketing managers, account managers, training managers. Teaching hours: 2 days and 12 hours. Teaching method: through lecturers who explain things in simple terms, are humorous and have unique insights. The lectures make learning easy and enjoyable. The lecturers have rich industry experience and can analyze the actual situation. The lecturers' rich practical experience and operating techniques enable students to learn and use immediately.

Analysis and research on individual cases, theory and practice can be fully integrated into the course arrangement. Course outline: How to carry out customer development, maintenance and management. Item content, training content, details, hours, teaching techniques. Unit 1: Steps and practical tools for banks to develop customers. 1. Customers and Potential customers Who are the company’s current customers Why do customers use your bank’s products or services How do customers make choices Who are your potential customers Thinking and discussing 2. Marketing perspective and management Industry market intelligence collection and analysis Existing market competition analysis Competitor intelligence collection and analysis, judgment of market intelligence, explanation of the application of 6P in market intelligence explanation 1.5 Teaching Unit 2: Methods and techniques for banks to develop customers 1. The importance of developing new customers Quantity is the first decisive point Use skillful search Set goals for new customer development and make plans to obtain meeting opportunities with the N method of customer discovery. 2. Be fully prepared for the customer-centered business development process. Use humanized opening remarks and greetings to explore the true needs of customers. Product presentation skills 3. , Banks' principles for finding and discovering customers. Understand the capital trends of various industries, grasp the investment trends of various industries, and discover investment directions in new areas. IV. How banks select target customers, divide the market into blocks according to their characteristics and preferences, and target high-value customers to confirm investment. Increase revenue per customer and increase customer profitability in the most profitable opportunities 5. How to research and review customer targets Financial research and financial review strategies Assist customer profit forecast review 6. How to acquire customers for bank customers (Acquire Customers) Customer development Consultative sales Strengthen the specificity of product or service problem-solving methods Assist customers to increase working capital 4.0 Lecture Group discussion Group presentation Case teaching Group training Group presentation Evaluation Unit 3: Bank customer negotiation skills and cooperation strategies 1. Bank customer negotiation Principles and methods of strategic decision-making - measurement of relationships and interests Principles and methods of strategic decision-making - measurement of precedents and styles 2. Negotiation of bank customers - judgment and evaluation of competitive strategies, risk judgment and trade-offs, evaluation of long-term and short-term interests, overall profit and loss, transaction scope Set alternatives, make concessions, models and plans, strictly abide by the rules of competition, and use competitive tactics 3. Cooperation strategies for bank customer negotiations Establish the basis of trust Establish cooperation elements and avoid wishful thinking 3.5 Teach key points to build resources rather than weapons 4. Methods for bank customers to select solutions Step 5. Concession strategy - looking into the future and luring the enemy in-depth. 6. Debate skills for bank customer negotiation. Manage yourself, highlight your self-charm, strengthen your communication value, manage a win-win relationship, identify the composition of the other party's interests, identify the situation the other party is in, and think from the other party's perspective. Win-win thinking Elements of long-term cooperation - Relatively win-win information collection - Observation, questioning and listening Good opening Atmospheric factors that influence the opening Criteria and methods to strengthen confidence Cannibalize the other party's confidence Constructing a favorable situation Objective evidence and subjective judgment How to deal with the other party's Bad attitude hints and response hints, mastering the pace of negotiation Unit 4: Bank customer relationship maintenance, risk warning and file management 1. How to retain customers (Retain Customers) Continue to deliver basic value propositions, ensure service quality, provide top customer service, and create added value effects Partnerships to quickly respond to customer needs and create highly loyal customers 2. How to develop customer relationships (Grow relationships with customers) Provide value-added features and services. Develop specific solutions based on the needs of target customers.

Customer relationship management understands the details of customers, provides excellent consulting services, and solves customer problems 3. How to conduct early warning of customer risks Timely grasp the customer's financial status and timely understand the customer's capital trends 3 Lectures Timely grasp the customer's profit trend and timely grasp the customer Strategies to timely increase the return on investment, avoid risks in a timely manner, and avoid risks 4. How to manage customer files. Understand the unique role of customer files. Classification management of customer files. Standing forms for account managers. Lecturer: Liu Chengxi (Taiwan). Assistant: Zeng Linghua. Education: Politics. Graduated from a university law department with MBA experience and currently serves as Director of Taiwan's Daying Law Firm and Partner of Eurasia Law Firm. CEO of Yonghua International Electronics Co., Ltd. General Manager of Chunda International Co., Ltd. Executive Vice President of Taiwan Max Enterprise Management Consulting Co., Ltd. Executive General Manager of Guangdong Longbang Logistics Co., Ltd. and General Manager of North China Region Shenzhen Max Enterprise Management Consulting Co., Ltd. CEO Speech and Lecture Special Topic Enterprise Strategic Planning and Management Annual Strategic Planning and Execution Marketing and Sales Management Middle and Senior Executives MTP Series Charm The Art of Leadership and Control Empowerment and Motivation Situational Leadership Leadership Strategy Operations and Management Advantage Shaping Advantages Business Negotiation Skills Human Resources Recruitment and Interview Skills for Non-HR Managers Performance Management Practice Internal Lecturer Training Execution Sustainability Leading Key Accounts Sales Skills Sales Team building and management, high-quality communication and coordination, cross-department communication skills, subordinate development and coaching skills, goal management and performance appraisal, conflict management and organizational behavior, speech and expression skills, problem analysis and solutions, time management, emotion and stress management, high efficiency, innovative thinking, high performance team building Customer Service and Complaint Handling Skills Procurement Negotiation Skills N Skills for Communicating with Customers Performance Coaching and Evaluation Interview Skills Innovative Thinking Ability Improvement Leadership Change and Innovation Management Teaching methods: heuristic lectures, interactive teaching, experiential learning, group discussions, cases Analysis, role-playing, scenario simulation, management games, mentors’ years of practical work experience and career consultant cases are open to share with you. Lecturer style; the lecturer’s lectures are simple, humorous and insightful, making learning easy and enjoyable; the lecturer has rich industry experience and can analyze the actual situation; the lecturer’s rich practical experience and operating techniques enable students to learn and use it immediately. Analysis and research on individual cases, theory and practice can be fully integrated. Customer comments: Well-known training experts from the two sides of the Taiwan Strait and three places have a teaching style that is simple and easy to understand, humorous, unique insights, and extensive knowledge. They are good at analyzing and researching on individual cases, and theory and practice can be fully integrated. , is good at using a variety of training methods to quickly mobilize the participation and enthusiasm of students. His rich practical experience and operating techniques enable students to learn and use immediately, and improve quickly and effectively in a relaxed and pleasant atmosphere. He has taught tens of thousands of hours of training courses and taught hundreds of thousands of students. He has been recognized and praised by many companies (such as Foxconn, Sinopec, China Telecom, Foxconn Technology Group, and thousands of other companies) and students. Main expertise and experience: formulation and promotion of corporate strategic planning system, formulation and promotion of corporate operation management planning system, human resources system and training system, salary and performance system, formulation and promotion of organizational performance management system, corporate culture shaping, corporate value shaping, organizational structure He has rich practical experience in the design and group resource integration of corporate crisis public relations, negotiation strategy formulation and planning, leadership and execution system construction, corporate merger and acquisition strategy formulation, financial and tax planning, and corporate legal advisory consulting. Mr. Liu was once a famous lawyer in Taiwan. He has 8 years of legal career, 7 years of practical experience in executive management, and 7 years of management consulting and training experience. In terms of consulting and coaching, we formulate and promote the organizational structure design and organizational operation of various enterprises, the formulation and promotion of enterprise strategic planning systems, the formulation and promotion of enterprise management planning systems, the formulation and promotion of human resources systems and training systems, the formulation of salary and performance systems, and organizational performance management systems. He knows them all well and has successfully coached hundreds of enterprises and institutions. He has won unanimous praise from many customers with his incisive and unique insights, strict and responsible work attitude and unique problem-solving thinking.

⒈Ben?⒀hotā⑻?⒔?Cha⒑Jia Xun⑺cover Xun⑽Banghai┲crumbs and paralysis F/China Telecom/China Mobile China Shipping Petrochemical Bank of China/Postal Savings/China Ping An/China Merchants Bank Shenzhen/China Construction Bank/Industrial and Commercial Bank of China China Merchants Securities, Principal Securities, Tiancheng University Handa Group/Kunda Group/Shunda/Shunda/Lite-On Group OCT Enterprise Group Shenzhen ZTE Corporation Shenzhen Airlines/Hainan Airlines/China Southern Airlines Shenzhen Huawei Technology Services Co., Ltd. Moson Network Energy Co., Ltd. Aotian Information Technology (Shenzhen) Co., Ltd. Jiakou Food (China) Co., Ltd. Shenzhen Neptune Bioengineering Co., Ltd. Shenzhen Tencent Computer Systems Co., Ltd. Shenzhen Agricultural Products Co., Ltd. Juyou Industrial (Group) Co., Ltd. Western United Logistics Co., Ltd. Shenzhen Sangfei Group Co., Ltd. Shenzhen Taitai Pharmaceutical Co., Ltd. Pucheng Technology (Shenzhen) Co., Ltd. Guangdong Kelon Electric Co., Ltd. Henan Xinfei Electrical Appliance Enterprise Group Shengling Industrial (Shenzhen) Co., Ltd. Company Guangdong Longbang Logistics Co., Ltd. Shenzhen Vanke Enterprise Co., Ltd. China Merchants Real Estate Co., Ltd. Shunda Computer Factory Co., Ltd. Handa Precision Electronic Technology (Shunde) Co., Ltd. Shenzhen Tianyin Communication Development Co., Ltd. Shunde Kewei Electronics Factory Airmate Electrical Appliances Hunan Province Three No.1 Heavy Industry Co., Ltd. Chongqing Yingang Enterprise Group Yebao Car Materials Industry (Shenzhen) Co., Ltd. Hangzhou Xizi Otis Elevator Co., Ltd. Foshan Huiquan Building Ceramics Co., Ltd. Shenzhen Neptune Xingchen Pharmaceutical Co., Ltd. Shenzhen China Electronics Investment Co., Ltd. Konka Group Co., Ltd. Sichuan Mianyang Cigarette Factory Sichuan Changhong Electric Co., Ltd. Midea Kitchenware Emerson Network Energy Co., Ltd. Shenzhen Zhenhuafu Electronics Co., Ltd. Shenzhen Yuer Technology Co., Ltd. Chigo Air Conditioning Huawei Technology Yuxi Hongta Group Wandali Group Co., Ltd. Xing Optoelectronics Guangzhou Co., Ltd. Xizi Fuxin Technology Co., Ltd. Zhaowen Textile and Garment Shenzhen Co., Ltd. Guangdong Dongling Kaiqin Group Aeon Commercial Group Guangdong Juzhidao Trading Department Store Co., Ltd. Shenzhen Aeon Commercial Co., Ltd. Ridong Electronics (Shenzhen) Co., Ltd. Xinmao Technology (Shenzhen) Co., Ltd. Shenzhen United Shipping Agency Co., Ltd. Shenzhen Western United Logistics Co., Ltd. Guangdong Daya Bay Nuclear Power Operation Management Co., Ltd. Dezhijie Electronics (Shenzhen) Co., Ltd. Shanghai General Motors Finance Co., Ltd. Guangzhou Xinke Anda Logistics DSM (China) Ltd. AVIC Information Technology Co., Ltd. China Great Wall Computer Group Co., Ltd. Spitech Electronics (Shenzhen) Co., Ltd. Yebao Car Materials Industry (Shenzhen) Co., Ltd. Liye Precision Industry (Shenzhen) Co., Ltd. Foshan Aomei Aluminum Co., Ltd. Dongguan Fuhua Electronics Co., Ltd. Desai Electronics Group Co., Ltd. Shanghai Pharmaceutical Group Shenzhen Institute of Metrology and Quality Inspection New World Department Store Group Hainan Airlines Guizhou Electric Power Guizhou Tobacco Bureau CIMC Group Southern CIMC CSR Group Beijing Panasonic Century Securities GF Securities Singapore CapitaLand ( Shanghai/Chengdu/Guangzhou/Beijing) Consulting clients of China Aerospace Corporation; Consultant of Land and Sea Transportation Co., Ltd. Consultant of Shenguang Telecom Co., Ltd. Consultant of Hongju Construction Co., Ltd. Consultant of Laiyang Industrial Group Consultant of Zhenwangbi Coffee Chain Business Consultant Shantou Ultrasonic printing plate consultant Six Sigma and Lean Production Project Longbang Logistics Consultant Annual Business Planning and Human Resources Project General Consultant Liye Precision Manufacturing Shenzhen Co., Ltd. Consultant Annual Business Planning and Human Resources Project Fuhua Electronics Dongguan Co., Ltd. Consultant Human Resources Management Project Consultant Foshan Aomei Aluminum Co., Ltd. Consultant Compensation Management and Performance Management Project General Consultant New World Department Store Group Corporate Culture Construction and Refining Project General Consultant Recent consulting content: 1. Corporate strategic planning Strategic planning formulation strategic analysis strategy selection 2. Corporate culture construction The refining and promotion of core values ??are fully introduced into CIS to build a complete corporate culture carrier 3. Organizational design, organizational structure optimization design, functional descriptions of each department, job descriptions of key positions, job analysis 4. Process and performance management system reveals annual business policies and establishes a performance management system , set key performance indicators (KPI) for each unit, establish measurement indicators for each process of the company, and designate process owners to be responsible for process performance.