On The Cross-selling Of Commercial Banks To Reduce Churn Implementation Process

The customer is the most precious resource of commercial banks and profitsource, the modern commercial bank management should change from themanagement accounts to business customers, reduce the commercial bank customerchurn it naturally became the important problems that need to be solved in theoryand practice, the implementation of cross selling is to reduce customer loss rate is afundamental the solution.Cross-selling is a kind of new marketing mode based oncustomer relationship management, it from the existing customer needs and createmore demand perspective, increase customer switching costs by selling moreproducts or services to the same customers, improve the customer purchase value inorder to achieve personal wealth or the acquisition of personal service for theconvenience of.The existence of the relationship between the number of productsdirectly to individual customers of commercial bank erosion rate and singlecustomer contribution and hold a, through cross-selling reducing loss rate ofindividual customers is feasible.A complete cross sales cycle includes informationsystem and information resources construction, cross-selling opportunity recognition,cross-selling, cross-selling effect evaluation and application link.New information isaccurate, full is the basis for scientific decision-making, customer-centric customerrelationship management system and business process, rich customer informationand account information resources, customer-focused service concept is aprerequisite for successful implementation of cross-selling.Cross-sellingopportunities can product from banking channels and customer angle, angle of thethree aspects of recognition, the banking channel identification including thephysical locations of face to face communication identification and electronicchannels not face to face recognition, demographic characteristics, the customer’sconsumption habits, the social stratum information is also identify cross-selling basis,product characteristics are financial based on the properties of products.Cross-selling is often and identify cross-selling opportunities overlap or postpone development,human factors in the process of implementing cross-selling is important for.Crosssales effectiveness evaluation must be results oriented, due consideration should alsobe given to the long-term effect of cross-selling.In the current business environmentand the regulation of commercial banks, commercial banks implement cross-sellingfacing information systems and information resources support, business constraints,customer relationship management system, commercial banks can choose to buildcustomer-centric implementation of integrated customer manager system method topromote cross-selling, but on the whole, cross-selling it has broad prospects forapplication in the field of business of personal business of commercial banks.