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Home / Case / Private banking relationship management consulting for a large state-owned bank

Private banking relationship management consulting for a large state-owned bank

Case Background

The private bank of a state-owned bank lacks customer relationship stratification and management and maintenance strategies, and fails to classify customer relationship stages according to customers' knowledge and experience of private banking, and has no targeted service objectives and strategies for each type of customer. The branch has problems such as "not knowing how to do it" and "low efficiency".


Solution
We divide our customers into three types of customers, such as first acquaintance customers, growth customers and partner customers, and propose corresponding service objectives and strategies for each type of customer, so as to clarify customer service strategies, service content and branch division of labour, and improve the customer relationship and marketing capacity of private banking.
Consulting results

The marketing campaign lasted for three months, and the ratio of the three types of customer groups went from [5:4:1] at the beginning of the period to [3:5:2] at the end of the period; the rate of increase in the initial customer relationship was faster, twice as fast as the rate of increase in the growth customer relationship, with an increase rate of 31.69% for the initial customer group and 15.15% for the growth customer group.


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