Research On Marketing Strategies For Customer Churn Of PSBC A Branch

Under the influence of factors such as strong competition in Internet finance,significant changes in the behavioral characteristics of customer groups,and accelerated development of online channels,the traditional business models adopted by commercial banks’ business outlets have been increasingly severely impacted,and the issue of customer churn in outlets has gradually become prominent.Remarketing lost customers is one of the important channels for current business outlets to enhance their value creation capabilities,Reducing customer churn is imminent.This article uses literature research,statistical analysis,and interview methods to study the customer churn at the Postal Savings Bank Of China A branch.By analyzing the data of customer churn,we can obtain the characteristics of customer churn,and the reasons for customer churn are obtained through discussions with the customer manager of the outlets.Marketing strategies have been developed to address the causes of customer churn,Including: building a "incremental value change,marketing difficulty" dual dimension customer value matrix,Combined with the list of potential lost customers,giving priority to marketing customers with high incremental value and low marketing difficulty,guiding outlets to invest marketing resources into high value customer groups,effectively improving the overall marketing effect.Strengthen training for employees to improve their service quality;Expand marketing scenarios and market customers through multiple channels;Continue to optimize products,promote product transformation and upgrading,and enhance customer experience.Strengthen the development of featured products to increase customer stickiness;The research in this article can enable business outlets to achieve accurate marketing of customers,improve service quality,and reduce the loss of high-quality customers.It can also provide certain reference value for other business outlets in customer marketing.