Modern commercial bank customer management

Author: Wan Renli
Publisher:
Publish Date: 2004-02-25
Features: This series of books combines theory with practice, taking a customer-oriented approach to meet financial needs. It provides systematic theoretical analysis and practical introductions on a series of issues, including the formulation of marketing strategies for commercial banks, the expansion of marketing channels, the pricing of products and services, distribution and promotion, as well as corporate culture construction and image shaping. The publication of this series will undoubtedly play a significant role in promoting functional innovation in China's commercial banks and will also serve as a valuable guide for improving the theoretical knowledge of commercial bank employees. As a special business enterprise that operates risks, commercial banks may have abundant human, financial, and material resources, but these are subordinate and internal resources. The true wealth-generating resources for commercial banks are external customer resources. The condition of the customer base determines the success or failure of a bank. Therefore, making customer management a priority in bank management is a strategic move that aligns with a long-term vision and also conforms to the logic of market operations. To this end, Comrade Yang Gaolin has organized and planned this series of books, "Modern Commercial Bank Customer Management." Nowadays, with banks popping up one after another, people can only rely on their own overall judgment when deciding which bank to deal with. The books in this series, such as "Customer Satisfaction," "Customer Consumption Psychology," and "Customer Management," are specifically dedicated to studying customers. Bank management must not forget profits, but if profits are always emphasized, it may cause customer dissatisfaction. In the marketing process, one should think entirely about the customers. When customers are satisfied, profits will follow—this is actually one aspect of bank corporate culture construction. On the other hand, one of the key tasks of a bank is human resource management, which involves motivating employees to win customers. Of course, to ensure customer satisfaction, services and products must be continuously innovated, risks must be reduced overall, internal governance and internal control must be improved, and "strengthening the body" must be achieved to attract customers with a good reputation and a positive image, making customers feel secure and fostering long-term cooperation. The books in this series, such as "Human Resource Management," "Corporate Culture," "Financial Innovation," and "Risk Management," are based on these ideas. The overall design of this series is well-structured, with each book being independent yet integrated as a whole. The internal connections align with the principles of customer management, showing that the planner is a person with both theoretical expertise and extensive practical experience. This series will greatly benefit the improvement of customer management in China's commercial banks and will also enhance the market competitiveness of China's commercial banks. Browsing through the entire series, the theoretical explanations are clear, the language is accessible, and the content is highly relevant. It combines insights from practical work with lessons from international banking customer management experience, making it highly suitable for bank employees to read. For individuals from all walks of life who have a need or interest in this area, it is also an excellent popular reading choice.