DH Bank Wealth Management Customer Service Marketing Strategy Research

Since the reform and opening up,China’s economy has been rapid development,promote the rapid accumulation of social wealth.This wealth management is a new term has become the focus of attention of most people,the bank through the providing cash,credit,insurance,portfolio to the customer and a series of financial services,and common win customer relations,customer’s assets,liabilities,liquidity management,to meet the financial needs of the customers at different stages,to help customers to reduce risk,achieve the purpose of value-added wealth.Now is a time of change,the era of innovation.One step ahead of competitors,and just one step,it may mean that success.Business process redesign provides a tool for enterprise management innovation.In the introduction of the concept of customer relationship management and technology,will inevitably have to change the original management mode of enterprise,innovation,innovative ideas will help the enterprise employees to accept change,and business process domineering,provides the thought and method of concrete.At present,foreign banks although have put forward "wealth management" as the starting point of strategic planning for the development of retail business,but banks know the value of customer remains in the customer information is complete,complete product sales and profitability indicators of short-term high low level,including DH bank,retail banking business management system and marketing mode is still in the original call in sales stage,not the bank’s most important strategic business resources,as customer segments so,according to the actual situation of current and future retail banking business development trend,put forward a new direction for the future DH of retail banking,wealth management and customer value management,as follows:This paper analyzes the present situation and problems of DH bank’s wealth management customer service.DH bank wealth management customer service problems mainly in the following areas:(1)the number of marketing staff is insufficient,the quality of business needs to be improved.(2)product convergence,features less.(3)Wealth management system and performance appraisal system is not perfect.(4)the market segmentation is not clear,target customer service marketing to be improved.The main reasons are as follows: the slow pace of service concept update;operating mechanism design is not perfect;team building lag behind the market changes.And puts forward the optimization of customer service marketing strategy of DH Bank Wealth Management.The first talent strategy is mainly to expand the team of VIP managers to improve the professional knowledge of wealth management professionals,the establishment of customer managers and product managers double line;Second,product and brand strategy to customer interests as the center,the market for Oriented,accelerate product innovation,and create a competitive product system;third target customer service process management assessment strategies include: refinement of the work of account manager responsibilities,improve the assessment content.Fourth,the target customer cl assification marketing strategy respectively on the composition of wealth management customers groups of three types of customers,namely: financial assets of 100 million less than the ordinary customers,financial assets 100-300 million belay VIP customers and financial assets of more than 300 million black card customers,analysis and Research on the classification of,VIP customers of the dominant value conceptual model is established,according to different categories of customer value changes were in-depth study.DH Bank customer service marketing strategy implementation steps.Principle: rational planning of financial objectives;prudent choice of wealth adviser;trade-off assessment of wealth;full understanding of the nature of risk;reasonable consideration of asset allocation.Strategy implementation steps: customer solicitation,clear period;market cycle,investment response;risk perception,past review;portfolio,strategy recommenda tions;normal review.