The Study Of The High-end Customers Service And Management Problems In The Internet Era Of Chinamerchants Bank

Customer is the lifeline of a business, even the high-end customer is the core of enterprise management. The scramble for high-end customers has always been the focus of competition for banks. Banks are sparing no expense to build up the features and advantages of high-end customer service.But as we have observed, the environment that banks confront has changed. Along with the fast iterative development of internet technology, people have entered the new internet-based information age from industrial society. The demand for banks has undergone significant changes. Customer’s lifeway has been from BTL(Below The Line) to ATL(Above The Line) already, and the traditional management model has been difficult to meet the needs of customers through Internet era. Meanwhile, great changes have taken place in captial market, regulatory environment and competition situation which the bank confront. The traditional mode of management methods and the exclusive service mode of client manager have made the high-end customer service become popularity and out of step with the times. The performance of client manager is unable to improve linearly, the service operation is incapable of taking the customer as the center truly, the high investment of service and the high costs of manager ect have become the main burden of bank. In a sense, the high-end customer service operation of bank is suffering the severe challenges of the times, so who can find a way to adapt to the characteristics of business model, who will get the favour of the high-end customer groups in the future.However, what is the model?According to the current situation and problems, combined with the law of development and the characteristics of internet era, this artice analyses the root causes and put forward the strategies which learned from the innovative and successful practice of domestic and foreign bank or business.The viewpoints and methods are as follows:1. The high-end customer service operation decision and management mechanism:A method and process of a data-driven based business flow in strategy making, analysis, implementation, supervision and iteration.2. The high-end customer service operation implementation mechanism:A “Intermediate Platform + Front Line” operation model based, intensive, uinified, standardized and closed-loop manipulated process and institution.3. The high-end customer service operation support platform:A mobile Internet based, mass, customized, specialized and socialized management framework.The countermeasures of the high-end customer service management statedabove, and a successful practice that the author has made in accordance withthose strategies could be a breakthrough and reference and a very strong practicalsignificance of the innovation in service model for the domestic commercialbanks.