Since the launch of “Spring Action”, Runchang Rural Commercial Bank has thoroughly implemented the overall work idea of ”123456″ by the Provincial Associated Press and the work arrangements of the Party Committee of the Audit Center, and has unswervingly implemented the three aspects of “assessment guidance, joint marketing, and training promotion”. This initiative will continue to improve the coverage of “Zhi e-Tong” products and create a “new engine” for the development of e-banking. As of the end of March, the bank had 197,500 “Zhi e-Tong” personal customers, an increase of 8.91%, ranking first in the city.
Do a good job of “assessment and guidance” to stimulate endogenous motivation. The first is to strengthen assessment and guidance. A number of e-banking indicators such as “Intelligent e-Tong” customer expansion and the proportion of effective customers were included in the monthly, quarterly and annual key business assessments, scientifically decomposed tasks, implemented pricing assessments, and stimulated employees’ enthusiasm for marketing. The second is to strengthen process control. Implement the system of team package, department manager package sub-branch, team members and department managers go to the sub-branch at least once a week, implement the supervision and scheduling mechanism of “daily ranking, weekly scheduling, monthly notification”, and monitor the completion of various indicators of the “spring action”. Carry out real-time monitoring and supervision to create an atmosphere of “comparing to learning and catching up”. The third is to strengthen summary exchanges. Review and analyze the operation of e-banking business on a monthly basis, organize sub-branches to strengthen experience exchange, replicate and promote good experience and practices in the marketing process throughout the bank, and continuously improve the quality and efficiency of e-banking business.
Do a good job of “linked marketing” to improve the quality and efficiency of marketing. One is to take advantage of the position. The layout of the halls was optimized, and promotional materials such as e-banking business foldouts, display stands, roll-up banners, etc. were placed in conspicuous positions of the outlets, so as to attract the attention of customers in the halls at all times and during the whole process, and increase the exposure of products. The second is to carry out special hall salons. Combined with online activities such as “receive instant gold reduction for the first binding of WeChat card”, “recharge money with Alipay” and “one-point purchase” to attract young customers to actively participate. Relying on favorable opportunities such as customer activation of social security card, the “1+N” marketing is adopted to match customers with free value-added services such as mobile banking, mobile phone number payment, medical insurance electronic certificate, and online payment. The third is to extend the hall service. With the branch as the unit, set up 23 mobile smart hall service teams, adopt the composition model of “one account manager + one hall staff”, link internal and external staff, and carry mobile smart teller machines to “enter the enterprise, enter the unit, enter the village, enter the community” , enter the market”, carry out door-to-door services, open bank cards, activate social security cards, and activate electronic medical insurance certificates for customers on the spot, and expand electronic banking business in batches.
Do a good job of “training promotion” to improve marketing skills. First, pay close attention to business skills training. Focus on business skills training for hall staff and customer managers, guide marketing staff to carry out precision marketing, and identify target marketing customer groups when expanding e-banking business, which not only improves the success rate of business marketing, but also ensures the activity of e-banking . The second is to hold smart marketing system training. With the help of the smart marketing system, the list of customers who have not opened mobile banking among the existing customers is sorted out, and the business needs of customers are precisely matched. House-by-house telephone interviews were conducted to guide customer activation, enhance customer experience, and increase the proportion of valid customers. The third is to guide employees to establish a “customer-centric” service concept. By carrying out internal training and communication with operation supervisors, all employees are made aware of the importance of the construction of e-banking channels, fully grasp the operation process of e-banking, exercise and improve the level of employees’ marketing skills, and create a “everyone understands marketing, everyone knows marketing” ” full-staff marketing atmosphere.
（Kong Chuiyi）