Zhejiang CCB High-end Customer Service Improvement Plan Specialty:Business Administration

Competition for high-end customers from the domestic banking industry is becoming increasingly fierce. In the face of icbc, bank of China, such as strong competitors, CCB has just started in the field of high-end customer service, there are a lot of the gap and the insufficiency. To better meet the demand of high-end customers, CCB is an urgent need to further understand the characteristics of the high-end customers and potential demand, and the different types of customers to develop different product strategy, developed series of products to meet the needs of customers, help customers to achieve personal financial assets the best combination of liquidity, safety and profitability.Based on this, in zhejiang construction bank as the research object, this article will use the customer life cycle theory, analyze the construction bank, zhejiang province, the high-end customer service present situation and existing problems, and thinking about the high-end customer service improvement of design and implementation plan, improving customer service satisfaction of construction bank.High-end customer service demand of zhejiang CCB field investigation found that (1) to obtain the asset value maintained and added is the largest high net worth population in terms of financial needs; (2) the investment financial goals more robust growth; (3) to the bank financial personnel ability demand growing; (4) the most attention to cross-border financial services; (5) the demand for services is relatively high; (6) the rapid growth of demand for value-added services, is a high-end customers in urgent need of service requirements. But the survey also found that the bank has also shortcomings in high-end customer service ability. In particular, mainly include (1) lack of market segmentation, service lacks pertinence; (2) the lack of innovation, product design and quality of service lags behind; (3) lack of professional talents, financing business professional level is low; (4) the lack of long-term management mechanism, silver guest relations is strong wait for a problem.This paper argues that based on the customer life cycle theory, the construction bank, zhejiang province, the high-end customer service is available from the following several aspects to perfect. (1) clear market positioning, customer segments level; (2) to push the improvement of products and services and innovation, and establish a reasonable pricing mechanism; (3) the customer marketing service system, increase the propaganda; (4) perfect the construction of financial center, create professional brand. (5) changes the passive way of marketing, to provide quality services. For better study, this paper deals with improvements for a period of 3 months effective verification, research shows that the improved high-end customer service promotion effect.