There are three characteristics of a good start: heavy task, short cycle and great pressure. A good start is only once a year, and no one dares to take it lightly. How can we achieve "short-term detonation and long-term effectiveness" and achieve "a good start for the whole year"? As the saying goes, "a year's plan lies in spring", which is out of date in modern marketing. It is necessary to lay out a year in winter, plan ahead and resolutely implement it. In order to further help Xuanwei Changjiang Rural Bank (hereinafter referred to as Changjiang Rural Bank) to improve its comprehensive network management ability, launch the first shot of the 20 18 marketing campaign and successfully complete the first quarter performance index, # # # Enterprise Management Consulting Co., Ltd. (hereinafter referred to as # # #) developed "Good Start" by applying the principles of marketing, customer relationship management and management science and drawing lessons from the successful experience of commercial banks in improving network efficiency and making a good start in marketing. Through the mode of centralized training and on-site counseling, while conveying the concept of service marketing, we will strengthen the training of employees' service marketing behavior and effectively improve the service marketing management ability of outlets.
A good start in 2020 means: the key battle to save reserves is related to whether the annual target is completed; The high morale of the team can increase cohesion and inspire people, and then promote the continuous improvement of the marketing performance of outlets; Seize traffic customers, revitalize existing customers, activate potential customers and develop new customers through a good start; At the same time, combined with the local regional economic situation and customer structure, a distinctive marketing activity plan is designed, and specific implementation steps are given for the overall marketing activity in the first quarter to ensure the realization of the goal of "keeping the spring marketing year safe and leading the industry first".
Second, the project characteristics
This project completely subverts the embarrassing situation that the previous service marketing training only focused on theoretical preaching and could not be implemented. Through well-designed centralized training+practical counseling of outlets+summary comments+solidified landing operation mode, and xx will cooperate with outlets to establish a service marketing supervisor team. In addition to classroom training, the internal trainer will also follow the # # # (reply) counseling team to the outlets, (make a good start) enter the venue, and teach the supervisor every link by hand. Ensure that the supervisor can play an effective role in daily work.
At the same time of project implementation, Team # # will gradually introduce various management tools and forms, strengthen the management of outlets and self-management of employees, solidify the marketing normality, comprehensively improve the efficiency of outlets, and further promote the sustained growth of marketing performance.
III. Project Income
Based on the principle of "adjust measures to local conditions, solve practical problems", we will start with improving customer satisfaction, focus on office service marketing, focus on employee ability, focus on improving customer relationship management and outlet management, continuously improve the outlet service marketing environment, shape the professional image of employees, standardize the employee service marketing process, and constantly create outlet service marketing characteristics to achieve the following four goals:
Improve the overall service level of outlets: optimize the outlet environment and unify the standards; Standardize service behavior and unify service standards, so as to improve customer satisfaction and change the overall image of bank outlets.
To improve the marketing ability of each position: enhance the communication ability of employees, improve their cross-marketing awareness and marketing success rate, learn how to expand and maintain customers, learn time management and improve their quality.
Improve the daily management level: establish the "three meetings" system, log management, use tools to improve the enthusiasm of employees and improve work efficiency.
Realize the promotion of various businesses and production capacity of outlets: ask the lobby for production capacity; Develop customers' demand ability for the region; Introduce the capacity required by customers to customers; Seeking the capacity of cooperation channels.
Through the combination of "going out" and "please come in", the account manager of the outlet arranges the invitation of existing customers, organizes outreach and community roadshows, publicizes and invites customers to handle business at the outlet, and the cross-linkage marketing of lobby staff cooperates with the lobby activities of the outlet to increase customer stickiness, and the internal and external linkages complement each other, driving the overall performance growth and comprehensively improving the efficiency of the outlet.