Research On The Service Strategy Of High-end Customer In Bank Of Communications LN Branch

Bank high-end customer service is the generic term of banking and financial service whose level and rank are superior to general customers and especially targets high net worth customer group, in which financial products and technologies of all kinds are perfectly combined to effectively present high-end product and professional service level.High-end customer service has an early origin in foreign countries and has now developed into a pillar banking business. In China, wealth management business is forming its system and high net worth groups are expanding rapidly, which brings immersive development space for high-end customer market. China-invested and foreign-funded banks have shifted their focus to high-end customer service.This paper starts with the introduction on bank high-end customer service origin and development history, expounds the significance and value of high-end customer service upon bank development with the well-known management80/20Rule, compares domestic and foreign bank high-end customer service development in view of development pattern, target customer, organizational structure and service system, analyzes high-end customer service5P strategic differences between domestic banks and foreign-funded banks, as well as clarifies Chinese commercial bank high-end customer service development direction based on comparative analysis. In line with current conditions of domestic high-end customer market, this paper then makes a detail analysis on domestic high-end customer market target customer, market potential, customer type, asset composition and service demand by means of comparative analysis and data analysis so as to provide market basis to customer demand oriented high-end customer service of LN Branch, Bank of Communications.Based on this, this paper makes a further analysis on current high-end customer service performances of LN Branch, Bank of Communications, including regular and value-added services for high-end customers, complete with all-round and multi-angle analysis of its existing problems in high-end customer service, including homogeneous service content, imperfect service system, unsatisfactory brand awareness, contradiction between product sales and customer service, as well as human resource bottleneck. Based on the analysis, this paper tries to put forward development strategies of high-end customer service for LN Branch, together with personal viewpoints in market positioning, marketing strategy, channel strategy, human resources and risk prevention and control.