摘 要

在社会化媒体广泛应用的今天，银行客户的需求变得更加多样化、个性化，服务更加强调即时性、便利性……这就要求银行应更加注重与客户的交流，深层次地了解客户、挖掘需求，不能再局限于传统的单向沟通方式。而微信公众平台这种社会化媒体的诞生，为银行与客户进行双向的沟通互动提供了一个新的平台。其中，工商银行、建设银行等都已经试水微信公众平台，推出了微信服务号，进行客户关系管理，但部分还停留在较为浅显的层面，没有将自身业务与微信平台深度融合，在整个运行管理中还存在一些问题。因此，如何借助微信公众平台，来构建自身的管理平台，以便更好地进行客户关系管理成为了每个银行目前面临的一大难题。

本文以江阴农商行为例，研究其基于微信公众平台的客户关系管理。在总结现有银行客户关系管理相关研究的基础上，从分析江阴农商行客户关系管理现状及微信公众平台的运营情况出发，指出其客户关系管理及平台运营中所存在的问题，其后，分析了三个案例并归纳出了运用微信公众平台进行客户关系管理的相关要求。在此基础上，提出江阴农商行运用微信公众平台进行客户关系管理的建议。

本文主要采用文献查阅法和实例分析研究法，分析总结了江阴农商行现行客户关系管理存在客户关系管理相关理念认识局限；客户信息共享程度低；客户细分不到位，产品、服务缺乏个性，同质化严重；现有的主管体制僵化，经验主管人才缺失；对已有客户缺乏有效的深度维护；客户分析功能有待完善；评价机制的缺失；客户关系管理系统成本高，与银行的契合度低等等问题以及造成这些问题的原因，在其运行的微信公众号基础上，针对其客户生命周期，提出了江阴农商行在考察期应加强客户对本银行的品牌认知度及口碑传播；在形成期不光要注重客户对银行品牌认知的培育，还要从服务方面，向客户提供及时、有效的服务响应，满足客户的服务需求；在稳定期要建立个性化、差异化的战略，通过高频次的接触，发布客户最为感兴趣的内容，完善一些线上服务（如响应的及时性等），全方位地进行深度的客户关怀；在退出期要建立一个专门的客服响应机制，24小时的监测分析客户信息，对出现退出苗头的客户采取及时的挽救措施。同时，提出江阴农商行要注重在员工中挑选培育专业的运作团队对基于微信公众平台的客户关系管理系统进行管理和维护，在运行的过程中，建立风险监测机制和效果评价机制等建议，希望借此可以对江阴农商行的客户关系管理起到积极的作用。

关键词：微信公众平台；客户关系管理；江阴农商行

Abstract

In the widespread use of social media today, the needs of bank customers become more diverse, personalized, service more emphasis on instant, convenience… This requires banks should pay more attention to the communication with customers, in-depth understanding of customers, mining needs, can not be limited to the traditional way of communication. And the birth of this social media which called WeChat public platform provides a new platform for the two-way communication between banks and customers. Among them Industrial and Commercial Bank of China, China Construction Bank and so on have been testing WeChat public platform, launched the WeChat service number to conduct Customer Relationship Management, but some still stay in a more superficial level, there is no deep integration of its own business and WeChat platform. There are still some problems in the management of the entire operation. Therefore, how to build its own management platform with the help of WeChat public platform, in order to better conduct Customer Relationship Management has become a major problem faced by each bank.

In this paper, taking Jiangyin Rural Commercial Bank as an example to research on its Customer Relationship Management based on WeChat public platform. In summing up the previous bank customer relationship management on the basis of relevant research, starting from the analysis of the current situation of Jiangyin Rural Commercial Bank customer relationship management and the operation of WeChat public platform, pointing out the problems existing in the customer relationship management and the operation of WeChat public platform. Subsequently, this paper analyzed three cases and summed up the relevant requirements of using WeChat public platform for customer relationship management from it. On the basis of this, it puts forward the suggestions on Jiangyin Rural Commercial Bank using WeChat public platform for customer relationship management.

This paper mainly uses the literature research method and case analysis, to summarize and analyse the existing problems of Jiangyin Rural Commercial Bank customer relationship management. They are the limitation of Customer Relationship Management related concepts; low sharing degree of customer information; customer segmentation is not in place, and personalized products and services are losing, homogenization is seriously; the existing executive system is rigid, and the experience supervisor is losing; the lack of effective depth maintenance for existing customers; customer analysis function needs to be improved; the lack of evaluation mechanism; the cost of customer relationship management system is high, and the degree of agreement with the bank is low. This paper summarizes the causes of these problems, and put forward some suggestions for the customer life cycle on the basis of the WeChat public number, specific as follows: Jiangyin Rural Commercial Bank should strengthen customer brand awareness and reputation spread of the bank during the inspection period; in the formation of the need to pay attention to the customer's brand awareness of the bank brand awareness, but also from the service, to provide customers with timely and effective service response, to meet customer service needs; in the stable period to build personalized, differentiated strategy, through the high frequency of contact, publish the content which customers are most interested, improve some online services (such as the timeliness of response and so on), and carry out a full range of deep concern for customers; withdraw period to establish a dedicated customer service response mechanism, monitoring of 24 hours of customer information, the exit signs of customers to take timely remedial measures. At the same time, this paper proposes Jiangyin Rural Commercial Bank should pay attention to select and cultivate professional operation team in the staff to manage and maintain customer relationship management system based on WeChat public platform. In the process of operation, it suggests the establishment of risk monitoring mechanism and effect evaluation mechanism, etc, hoping this can be a positive effect on the customer relationship management of Jiangyin Rural Commercial Bank.

Key words: WeChat public platform；Customer Relationship Management；

Jiangyin Rural Commercial Bank

目 录

摘 要 I

Abstract III

第1章 绪论 1