What are the advantages of titanium in helping the digital transformation of financial institutions?

Under the digital transformation of financial institutions, three basic interactive operation logics | New books are free.

The long-term nature of financial products and the characteristics of their income risks determine that the interaction between marketers and customers must be deep.

Only when customers have enough trust in the marketing profession and put the relationship right can the transaction come naturally.

In addition, customers who tend to buy financial products often present diversified structures, for example, different people have different risk preferences, and different people's funds also have different service lives and properties. In this case, if the customer group operates, it is the biggest problem that it is difficult to adjust the customer's demands. It means greater cost to achieve both rain and dew. Therefore, it is the general direction of customer group operation to screen customers with high business contribution value for hierarchical and differentiated operation.

The following is excerpted from Customer Pool-Digital Marketing Methods and Practices of Financial Institutions.

Basic logic of interactive operation

beta version

The basic logic of interactive operation is the deep operation of customer relationship, which is mainly divided into three categories: one-to-one (chat), one-to-many (circle of friends) and many-to-many (community).

1v 1 chat scene

One-on-one chat scene (mass): accuracy is the core. Judge who likes an article first, and then send it in batches with one click.

What to talk to customers in daily customer relationship maintenance? Although there is no standard answer, we should grasp the core of the answer: to bring customers a sense of gain and value. The carrier of content is flexible and diverse. Considering the time cost of customer maintenance, accurate batch delivery is a good choice to improve efficiency and reduce costs.

There are three main ways to communicate content, interaction, products and services one-on-one:

Various forms of content push: morning paper, short video, local life, posters, etc.

Various forms of interaction: financial games, holiday activities, business demonstrations on the same screen, etc.

Various forms of post-investment services: fund investment, insurance renewal, loan payment, etc.

What are the one-on-one chat scenes?

Daily (weekly) subscription selection: in order to solve the problem of how to deliver appropriate financial information to customers. First of all, the choice of weekly subscription is sent in batches according to customers' reading preferences (thousands of people). In order not to disturb customers, customers can automatically unsubscribe according to the label, and the push content includes information, short videos, financial knowledge and so on. Information emphasizes the local life information services that customers like to see and hear, including but not limited to offers, activities, life circles, local news, weather, constellations, calendars and other information.

Post-investment service: paying attention to account changes is a high-frequency rigid demand of every customer. As the big steward of customer wealth, account managers can only stand out in the fierce homogenization competition by providing better post-investment services for customers. Therefore, it is very necessary to share the post-investment information with customers regularly. Post-investment services include: position bills, account changes, product changes, product news, etc.

Customer care: In the traditional retail field, the holiday courtesy for VIPs is a very good way of customer care. Digital customer service can be divided into: event invitation, live broadcast, team battle, spike, friend assistance, golden egg smashing, lottery, scratch card, solitaire, steps and so on.

Value-added service: Managing wealth for customers needs to accumulate customers' trust from every detail service, and it is very important to provide customers with high-frequency life information value-added service. To build trust, it is important not only to talk to customers about financial management, local life information, weather changes, and convenience notices.

One-to-many (friends circle management)

The circle of friends belongs to a strong social platform, so if you want to do a good job in marketing, you need to go through a slow and progressive process from cognition to recognition to subscription. However, many people still stay at the level of increasing the number of friends, but the transformation has not changed much.

How can we activate these relationships, gradually change from weak to strong, and finally realize payment? The key to turning consumers from passive to active lies in: if you want to take it, you must give it first.

First of all, you have to think about what we can give to others in the circle of friends. This is the output value. Only by providing users with effective value, such as information, content or services, creating the truest self, treating others with integrity and making friends as the starting point, can we establish our own personal brand and let users know you to a certain extent.

How to export values? We divide it into three steps:

Step 1 Positioning: Who are we?

Step 2 Audience: Who are the people in our circle?

Step 3: Make and output effective content according to your own ability and audience demand.

The contents include: financial morning post, short video teaching content, teaching poster generation tools;

Tools include: financial planner's head, micro-store, smart business card and circle of friends.

Many to many (community)

Group management objectives:

Enhance customer stickiness and brand identity, promote with the dual mode of customer group operation and community operation, integrate various service modes, realize customer value transformation, sum up operating experience, and optimize the role setting of the operation guidance group of the operation group.

Based on the WeChat ecosystem,

How do financial institutions do "customer management"?

How to screen customers with high business contribution value for stratification?

The winner of the customer base will get a deal,

How do financial institutions master the transaction password of private domain traffic?

This series of questions about the digital transformation of financial institutions, beta data has been written in the book Customer Pool-Digital Marketing Methods and Practices of Financial Institutions.

For more exciting content about digital transformation, you can scan the code for free to get a physical book to read. Only for institutional users, the number of new books is limited to 50, while stocks last ~ ~

New book on the market, double benefits

Fuliyi

Click on the link to scan the code to add enterprise micro-friends.

You can get the PPT digital business case.

/wwpic/589074 _ v4 pgbolnqgkmstd _ 163 1239

Operator set

A limited number of 50 copies of Customer Group-Digital Marketing Methods and Practices of Financial Institutions are available for free!

Description of book donation activities

0 1 limited to 50 copies, only for institutional users;

Users need to add Beckham Enterprise WeChat, which can only be added after passing the examination;

03 each institution is limited to 3 books in the customer pool;

The mailing of specific books is subject to the actual publication date, and the final interpretation right of this activity belongs to the internal financial planner.