To do marketing work, we should always summarize our own work, so as to constantly improve our working methods and improve our business ability. Below, I have compiled several "Marketing Work Summary Model Articles 219" for your reference only. Summary of marketing work Fan Wen 219 (1)
With the rapid development of electronic technology, self-service banking, online banking, telephone banking, mobile banking, etc. came out, and the general public enjoyed the convenience brought by high-tech achievements. However, high-tech machines such as automatic deposit machines, ATMs, and multimedia tools also make customers feel a little cold, and middle-aged and elderly customers feel helpless about these modern high-tech electronic devices. Modern people not only need convenient financial management tools, but also long for emotional communication between people. Counter, the square inch place where banks communicate and communicate face to face with customers, adds a strong emotional color between banks and customers.
Counter marketing is a promotion method of bank marketing. In a narrow sense, it is to use the existing counters and personnel to handle business for customers and sell other financial products that customers need to customers. The products provided by banks contain services in essence, and some products even show services directly. Financial products are a carrier for banks to provide services. The quality of financial products, besides value-added, is the level of service. It is also one of the important reasons why customers choose banks. Then, how to do a good job in counter marketing, meet customers' needs to the maximum extent, cultivate customers' loyalty and gain competitive advantage? In the long-term counter service, there are the following points:
First, no one will refuse to smile.
Smile is an expression of self-confidence, a silent language, conveying friendly information, and the most abundant and infectious expression in people's communication. The counter is the window of the bank, and the mental outlook of the counter staff represents the management level and image of the bank. Tellers' marketing skills and enthusiasm are one of the important factors that determine the market share of bank financial products. If the customer comes to our counter and sees an expressionless face in the counter, will the customer come again? The answer is obvious!
No matter whether you are under too much work pressure or tired, for whatever reason, you can't put on the face of a creditor. This will make customers feel that he is an unwelcome person, which will cause customers' dissatisfaction and shut many customers out. To be honest, in the face of all kinds of people in this world, it is difficult to make everyone 1% satisfied with their work. So, what should we do? A smile is an invincible weapon. Keeping a good attitude and getting into the habit of smiling will do no harm to yourself, but it has already made a good impression on others, causing a happy buzz in others' hearts, and making customers feel enthusiastic when they walk into the bank, even customers who go to the bank for business for the first time will not be afraid. As long as we really pay, we will be rewarded, bring happiness to others and make ourselves happier. Our heartfelt smile has greatly improved customer satisfaction.
customers sometimes take it out on you when their demands are not met. At this time, a smile is a secret weapon. Just compromise, keep smiling, explain patiently and calmly, and fully state the reasons. I believe the customers will gradually calm down. So, don't be stingy with your smile.
second, knowledge is power.
There is a saying that the difference between people is actually the difference in learning ability. Due to the differences in personal quality, experience and training level, the service level is high or low. Therefore, through study and training, we should master the characteristics of various products and applicable groups, and make personalized recommendations to customers, such as introducing products such as notice deposit in local and foreign currencies, Huijubao and credit cards to middle and high-end customers, and introducing local and foreign currency all-in-one accounts, foreign currency exchange and agency business to ordinary customers. Master the operating rules of various businesses, improve their own ability to analyze and deal with problems, improve service quality, and enhance customer satisfaction and loyalty, thus retaining customers and winning their trust, and marketing will be successful.
third, empathy, strengthen communication.
We should set up the idea of empathy, consider what customers think, worry about what customers are anxious, and strengthen communication from the perspective of customers. First, it is necessary to strengthen communication among internal departments, straighten out business processes, and put an end to service quality problems caused by insufficient internal coordination. There used to be an example: our promise to customers was that it would take five working days to change credit cards. As a result, the punching department ran out of blank cards and asked the accounting department for a demand. The accounting department said that it would have to wait for the office to arrange a car to go to the provincial bank to get the blank cards, which led to the customer not getting the cards when the time came, which had a very bad influence. At that time, the customer felt very angry, made a complaint and asked the teller and supervisor to be laid off. In a situation like this, smiling service and patient explanation are useless, and it is difficult for a clever woman to cook without rice. The attitude of customers is understandable, which is caused by the lack of communication and coordination between various departments within the bank, and the bank has violated its promise. Are there few examples of counter personnel being bombarded by customer shells for similar reasons? Therefore, we must first achieve smooth internal communication and coordination to fully ensure the normal operation of each link. The second is to strengthen communication with customers. Don't bring your personal emotions to work, face the work with full spirit and serious attitude every day. When the customer tells his needs, we should be the best listener and listen to the customer's needs carefully. From the customer's point of view, timely put forward financial advice in line with customer interests, so as to achieve real communication with customers. In order to provide customers with all-round services, customers can get more than expected demand.
fourth, make full use of self-service equipment to reduce the pressure on the counter.
As a sales channel, the counter is not only the deposit and withdrawal business, but also the collection and payment of various fees and various forms of financial management, which undoubtedly increases the pressure on the counter. If there is a long queue for tellers from the beginning to the end of business, how can they have time and energy to carry out marketing? Therefore, we will guide the simple business handled by scattered customers to self-service equipment, online banking, telephone banking and other channels, appropriately reduce the work pressure of counter staff, and can handle some complex businesses specially, and actively carry out marketing at the same time. In this way, not only the queuing phenomenon is reduced, the work efficiency is improved, but also a lot of time is saved for customers, and the service level is finally guaranteed.
five, targeted, differentiated marketing.
the "28" rule in marketing tells us that 8% of the profits of enterprises are created by 2% of customers, while 8% of other consumers only create 2% of the profits. How to tap high-quality customers, retain old customers and strive for new customers is a top priority. Banks have unique advantages. They hold a large amount of customer information. We can subdivide the market according to the age, gender, occupation, income and education level of customers, and provide differentiated convenience services and supportive services according to the different needs of customers in different market segments to achieve high quality and no difference. When dealing with high-end customers or old customers, if you can take the initiative to greet customers, accurately address a certain gentleman or a certain lady, and show your familiarity with customers, so that customers feel valued, then take advantage of the trend to promote new products, which is believed to have a multiplier effect; For another example, for new customers who come into contact with the bank for the first time, they should actively and enthusiastically introduce the types and methods of services, be good advisers for customer financial management in a timely manner, do every business accurately and quickly, and leave a good impression on customers.
how to do counter marketing well? In the final analysis, it is quality service. The traditional service concept holds that when customers come, pouring a cup of tea and sending a glass of water to the guests is quality. In fact, with the accelerated pace of life and the continuous improvement of urban modernization, accuracy, efficiency and speed are the quality services advocated by people. The innovation of financial products and service products and the improvement of hardware and equipment can be easily achieved by competitors as long as they invest resources; Only by taking high-quality service as the breakthrough point and forming a distinctive service style can it be difficult for competitors to imitate success in a short time, and we can be invincible in the fierce competition! Summary of Marketing Work: 219 (II)
is the first year of the Bank. With the care and support of the leaders of the Bank, the Marketing Department has formulated a careful work plan and measures, resolutely implemented the work ideas formulated at relevant work meetings, and ensured a good start. Since its opening, all cadres and workers have United as one, worked hard and achieved good results.
I. Completion of major business indicators
(1) The deposits of our department grew steadily. By the end of the year, the balance of RMB deposits in the whole department was 24.42 million yuan. The increase of personal savings and corporate deposits will become an important source of deposit growth in our department.
(2) The loan scale has increased and the structure has been continuously optimized. At the end of the year, there were 12 loans, with the balance of 58.55 million yuan, mainly invested in low-risk loans such as working capital loans for excellent customers and small and medium-sized enterprises; Among them, there are 2 personal loans to high-quality customers and 1 corporate working capital loans, which have a good income level.
second, the main work measures and successful experience
(a) market segmentation, accurate positioning, grasp the key points, and actively marketing. In 219, our department mainly provided financial services for individual quality customers and SMEs. After defining the target positioning, the employees of the department actively carried out their work to expand the market in all directions. Highlight competitive advantages, attract customers with high-quality services, and strive to be better than other banks in terms of depth and breadth of services.
(2) adhere to variety innovation and service innovation, and develop business in various directions. Do a good job in the tough battle of savings deposits, focus on winning valuable private customers, and vigorously market savings business. First, to carry out standardized services, improve service levels and provide standardized services for depositors; The second is to expand the marketing scope, fully mobilize, and effectively absorb savings funds for surrounding merchants, households and old customers. Third, intensify publicity, take the opportunity of entering the community activities to hold a "lecture on anti-Ji money", take business publicity as the medium, enter every corner of the community, increase the penetration of the Bank into the community business market, publicize our business and improve our social visibility.
(3) Strengthen loan marketing, expand loan scale and continuously optimize credit structure. In order to enhance the long-term development potential, we attached great importance to speeding up the loan marketing from the beginning, and actively strived to expand the loan scale and promote the corporate deposit business and settlement business. First, loan marketing for excellent customers, actively marketing loans for high-quality customers. At present, two personal high-quality customer loans have been completed. The second is to increase the marketing of SME loans, such as Chengda, Hanqing and other projects. Third, actively cooperate with guarantee companies to reduce the risk of credit management by introducing guarantee companies.
(4) Abide by rules and regulations, earnestly perform post responsibilities, strengthen management, and comprehensively improve the management level of credit assets. Our account managers can conduct pre-lending inspection in strict accordance with the bank's regulations, actively cooperate with the credit management department to conduct post-lending management inspection and other work, and strive to ensure the safety, liquidity and efficiency of our credit assets.
III. Problems and difficulties in work
(1) Objectively speaking, as our bank has just been established, there are still problems such as single business means and low social awareness, which have a certain impact on marketing work.
(2) From the perspective of business performance, RMB deposits have been hovering at a relatively low level for a long time. As the marketing department of banks, they have not met the requirements of top business players and need to be paid attention to and improved.
(3) From the subjective efforts, we still have many shortcomings. First, the enthusiasm of employees is not well exerted. Some employees don't pay enough attention and enthusiasm to their work. Second, there is a phenomenon of loosening first and then tightening, which leads to our passivity in work. Third, there is no spirit of in-depth research in the work, and there is no in-depth thinking when encountering difficulties or problems, and the working methods are insufficient. Fourth, the service level is not competitive enough, and there is no obvious qualitative improvement, which is incompatible with the current rapid development of the Bank. Fifth, the marketing effect is not obvious, so we should increase the marketing intensity and accuracy to ensure the stable and rapid growth of benefits.
IV. Future work plan
(1) Strengthen the study of the employees in the department and improve their comprehensive quality.
(2) Strictly abide by the rules and regulations and earnestly perform their duties.
(3) While doing a good job in credit business, we should attach importance to credit risks and actively cooperate with the credit management department to ensure the safety of credit assets.
(4) strengthen team building to ensure the coordinated, unified and efficient work.
(5) deepen marketing awareness, actively explore the market, and make every effort to make the bank's deposit business grow rapidly.
the above problems will be the focus of the marketing department's future work improvement. In the future, we will strictly strengthen management, increase marketing efforts, set high standards and strict requirements, constantly improve and improve under the correct guidance of business leaders, and strive to do all the tasks well. Summary of marketing work Fan Wen 219 (III)
Since I was employed by the marketing department of the company at the end of last year, under the correct leadership of the leaders, I have actively carried out a series of work such as market research, center opening and center promotion. In a blink of an eye, in the work of 219. Looking back on the work during this period, although the contribution of the marketing department to the company is meager, it has finally taken the first step of development. After working in the company for several months, I have completed some work, accumulated some valuable experience, gained some gains, and clearly realized some shortcomings in my work. The following is my summary of my work in the past year.
1. Market research
1. Collection of market information
Market information in the medical industry is mainly collected through the internet and the media, mainly through information such as medical industry, medical-related industries and hospital word of mouth. Channels include: government agencies, medical institutions, financial institutions, bulletins, and new regulations for the property industry; Property associations, government agencies and organizations publish information; Information provided by the property industry research institutions; Advertising agencies, media, public libraries, and the property market.
2. Information analysis and screening
Project information includes planned and under-construction projects, which are classified and summarized according to functions, and the building profile, developers and users of each project information are further investigated to confirm and improve the information as first-hand information for business development. In addition, the project information needs to ensure its accuracy and timeliness.
all the information collected by market research that has been involved in business development is classified and summarized according to competitors, investors, developers, owners, local industry authorities and property industry policies, and integrated and archived.
3. Establishment of information base of marketing department
Marketing department should establish its own database. Through reasonable classification and system integration of the collected information,
all information collected by market research will be entered in time, which will facilitate future work. At present, the information in all aspects of the medical market is relatively small and not comprehensive, and will be further improved in the future work. Shortcomings and improvement measures:
1) Some information.