? Zhejiang Taizhou Luqiao Agricultural Commercial Bank in the study of the mature concept of grid management, the introduction of agricultural commercial bank customer management, created the "Luqiao grid customer management model. The first is that the head office, according to the jurisdiction to which the branch belongs, for each branch of the grid, and then according to the branch of the customer manager equipped with the situation, for the customer manager of the second level of the grid, so that these grids become the customer of the Agricultural Bank of China area management unit, by the customer manager to collect the customer's effective information, and entered into the grid marketing management system, for the next step in the fine marketing foundation.
? Before the promotion of grid marketing management, there are three main ways to promote the marketing of agribusiness bank customers: business outlets waiting for customers to come to the door, account manager visits, village community activities to promote. Among them, the account manager visits are more casual, his personal opinion is more potential areas that are visited many times, that there is no oil and water in the region will not go. In this way, some of the regional customers will never be able to enter the marketing line of sight of the agribusiness bank, and become a marketing blind spot. Without data support, account managers can't be clear about which customers are real potential customers. Account managers tend to focus on those customers with whom they have a good "relationship", or on customers with whom they are more familiar, while the truly valuable customers are often overlooked. Moreover, the quality and quantity of the work of the account manager can not be quantitatively monitored, the work process is not scientific management and control, so that the customer visit in form, or simply false, the actual work of the effectiveness of a big discount.
? After the introduction of the grid marketing management concept and management system, the agribusiness bank's customer marketing management will really step on the fine management stage, the specific significance of which is:
1) collect all the customer information
? Agribusiness banks are local banks that generally have extremely deep roots in the counties and cities in which they operate, often capturing more than 50% of the share of deposits and loans. But even so, agribusiness banks do not have 100% full customer coverage. We refer to customers already covered by agribusiness banks as existing customers, who have handled at least one type of business with the local agribusiness bank and have left their basic information in the agribusiness bank's information system. This type of customers agribusiness bank can contact them through various channels (visit, telephone, WeChat, SMS, etc.) and push marketing information to them. Corresponding to this are potential customers who have not done any business with the Bank. These customers can rapidly expand their marketing surface and harvest more customers if they can establish an information file in the agribusiness bank and contact them regularly. The core of grid-based management is to build a file for all customers and collect as comprehensive information as possible on all customers. This information can be widely used in various marketing activities, and at the same time, it also expands the actual contact surface of the account manager, laying a solid foundation for improving performance.
2) Implementation of the "four fixed" principle
? The "four fixed", i.e., fixed grid, fixed post, fixed staff, fixed responsibility, is the law that all agribusiness banks implement the grid management **** the same follow. Grid: all the customers in accordance with the geographical location and attributes of the principle of categorized into different grids, that is, each customer belongs to at least one grid, so that the customer will not be missed; fixed post: for grid management to determine the management positions, with all management personnel. Generally, there are at least one or two grid administrators in a grid (2 people can be divided into A and B posts), who are served by the account manager; fixed posts: 2-5 key people are identified for each grid as grid liaison officers to assist the grid administrators in information collection, credit rating and marketing and promotion work, which are generally served by special customers in the grid (such as the agricultural fund members, village cadres, property managers, etc.); fixed responsibilities: clearly define the responsibilities of the grid administrators for the grids under their jurisdiction. The administrators are responsible for the objectives of the grids under their jurisdiction and are equipped with appropriate assessment methods.
? The most important of these is the grid administrator's "responsibility". Once the grid and assigned to a specific account manager, the grid is the account manager's "field of responsibility", there is a party responsible for the responsibility of good farming. Grid administrator's main responsibilities are: (1) a comprehensive analysis of the characteristics of the grid, the development of "a grid of a policy" marketing strategy; (2) collect and improve the grid of all customer information; (3) regularly stationed to visit the customer, and customers to maintain a close relationship with the bank in the discovery of product sales opportunities, and timely follow up; (4) collect the customer's loans and deposits in other banks. customers' loan and deposit information in other banks and record it into the system, and pry these customers in relevant marketing activities; (5) cooperate with the marketing activities throughout the year, and do a good job of marketing activities in the grid; (6) achieve the annual assessment goals of deposit collection, credit and lending, mobile banking, POS, payment and other products.
3) Implement precision marketing
? The main contact scenes between the bank and its customers are branch halls, face-to-face customer visits, telephone (SMS, WeChat) visits and contacts, on-site marketing activities in villages (communities), and online online marketing activities. Achieving better results in these activities requires delivering the right message, in the right place, at the right time, to the right person. The tool that supports making the right choices is a complete record of customer information and an exhaustive analysis system, i.e. Grid Big Data Analytics.
? The big data analytics system performs different customer segments based on the customer's characteristic data, making a precise portrait of each customer in the form of labels, in order to match the most appropriate marketing model and the most appropriate banking products to the segmented customer base.
? Precision marketing in customer visits. Precision marketing has two levels of application: first, account managers can select customers to visit at this stage based on their geographic location, stratification data, activity information, product usage information, etc.; second, account managers can carefully prepare the interview content and products to be marketed to customers based on the customer information stored in the grid system and the use of financial products by customers, so as to maximize the effect of the visit by making it more targeted.
? The company's marketing strategy is to maximize the effectiveness of its marketing campaigns. Most of the customers who go to the business branch for business are loyal customers of the bank and can be marketed in greater depth. The first step is to identify customers, such as the use of queuing machines to swipe cards and grid customer information linkage to identify the identity of the customer. When customers are identified, cross-selling or marketing referrals are made based on their characteristics.
Precision marketing at events. Farmers and merchants bank to hold several marketing activities each year, the big activities once a quarter, such as the first quarter of the open door, the second quarter of the summer storm, and so on, in the important festival but also have a special activity. Such as in the door-opening activities, to target the return of migrant workers deposit marketing, we must grasp the list, residence and return time and other key information, in the customer's return to the first time for them to recommend the Agricultural Bank of China's attractive deposit products.
4) Standardize the tasks of account managers
? In the context of the era of increasing electronic substitution rate, to the bank branch for business customers will continue to decline, the bank and the customer's face-to-face contact opportunities have become "scarce resources". Therefore, banks need to change the past sitting business for business, take the initiative to go out to the rural areas, communities, to institutions and enterprises to contact customers. This requires account managers to be able to accomplish a variety of planned tasks and objectives. The grid marketing management system can standardize the tasks, processes and results of the account managers to help reach the set goals.