Research On The Development Of Personal Customer Remote Service Of ICBC JS Branch

With the "new normal" of China's economy coming,the rate of non-performing loan of bank increases,the marketization of interest rate and the trend of financial disintermediation continue to promote.The Industrial and Commercial Bank of China(ICBC)implemented the "Big retail" and "e-ICBC"-Internet financial development strategy in recent years,to make personal financial retail business the "stabilizer" of the profit contribution.Under this background,in late 2014,the ICBC branch of each province sets up personal customer remote service team,trying to establish a "one to one" service relationship online,by contacting customers with telephone,message,"Rong e line"(App),WeChat,to meet diverse heterogeneous service demand of customers.The development of personal customer remote service of ICBC JS branch has a certain representation and universality in the whole company.Based on the market portfolio theory,this paper analyzes the development direction of personal customer service and marketing of modern commercial bank.Through the SWOT analysis of the necessity to create personal customer remote service mode,it figures out the short-term development strategy and long-term development planning of remote service mode.It focuses on the analysis of the effect and efficiency problem in the operation of personal customer remote service of ICBC JS branch,and puts forward five aspects of the proposal,as subdividing target market,strengthening precision marketing,optimizing business processes,improving team building,establishing innovative mechanisms,to take intensive,batch,accurate advantage of remote service mode in customer service and marketing,raising the standard of ICBC personal customer service and marketing,and making ICBC a better place in the fierce market competition of personal customer experience.Therefore,this paper has certain significance for the development of ICBC personal customer remote service,in both theory and practice.