"99 Golden Phrases for Credit Card Marketing and Management" Reading Summary

I came across this book "99 Golden Phrases for Credit Card Marketing and Management". The reading summary is as follows:< /p>

1. Self-cultivation in credit card marketing

Golden Sentence 1: Fighting spirit is the first priority for good marketing

Performance is achieved through hard work. If you always keep your mind high in fighting spirit, you will have a firm belief, be able to fully explore your potential, overcome difficulties, complete your work consciously, and reach one level after another in marketing.

Performance is achieved through actions. The market waits for no one, so you must dare to take action, continuously develop your own marketing capabilities in action, and develop capabilities suitable for market competition.

Golden Sentence 2: Optimism is a prerequisite for good marketing

Optimists must be enthusiastic about work and must be people closer to success. When encountering marketing failure or business development When things go wrong, don't be pessimistic, but be proactive in finding solutions to problems. Optimists are more likely to see the direction of business development clearly and dare to face difficulties and challenges head-on.

Quotation 3: Good posture can add weight to successful marketing

Modify your appearance. If you want to wear a tie, you must wear it of the right length, and if you want to wear a shirt, you must wear it appropriately. Smooth and upright. If you want to shake hands, the strength should be moderate and the movements should be modest.

Keep in good spirits. From the moment you wake up in the morning, you must have a full and clear mind, so that you can have better judgment and adaptability, and be able to quickly respond and answer customers' various questions.

Quotation 4: Excellent eloquence is an important lubricant for successful marketing

During the communication process, you must have a pleasant and gentle attitude, control the volume and speed of the conversation, and make the audience feel comfortable. The best volume and speaking speed are to listen clearly to interested customers, to keep uninterested customers from being disgusted, and to attract the attention of people around you without affecting the customer's work.

2. Professional skills in credit card marketing

Quotation 5: Professional skills are the foundation to ensure good performance

Be familiar with the bank’s credit card products. The credit card business has developed rapidly in the past ten years, and many card-using experts have been cultivated among customers. Only by fully mastering the professional knowledge of the credit card business can you have the confidence to approach customers and have the ability to win customers.

Familiar with popular credit card products. Being familiar with popular credit card products and finding the differences between credit cards from other banks is also an extremely important professional skill. If the customer tells you that they already have a credit card, you can quickly respond to recommend a benefit and discount to the customer, and communicate with the customer Make a supplement to your existing credit card so you can win more opportunities.

Be familiar with common financial products. You must usually understand a series of product knowledge. As the pace of transformation and development of the banking industry accelerates, the requirements for professional skills are getting higher and higher. Having a variety of comprehensive sales capabilities is an important trend and even a necessary condition.

Golden Sentence 6: Make targeted preparations and never fight an unprepared battle.

Golden Sentence 7: Study diligently and ask questions to improve the approval rate

Golden Sentence 8: Have a strong awareness of compliance operations

For marketers, establish Have a correct awareness of compliance, learn and abide by the bank's rules and regulations, strictly abide by the regulations on compliance ethics, conscientiously implement various operational steps, and effectively eliminate risks at the front end of marketing. This is not only an effective means of preventing and controlling risks, but also protecting yourself. Important measures to fulfill job responsibilities. For marketers, compliance operations have no end and are always on the way.

3. Strategies and methods of credit card marketing

Golden sentence 9: Marketing must be divided into groups

Marketers can use one or two sentences of conversation or customer answers , or even facial expressions, you can quickly identify which group of people a customer belongs to, achieve targeted marketing, and maximize marketing productivity in a limited time.

Quotation 10: Featured products should be combined with the scene

When promoting special products with distinct rights and interests, it must be combined with the goals and the life and work scenes of customers, such as targeting private car owners. You can conduct on-site marketing at the car wash entrance and exit of the 4S store of the gas station and vehicle management office.

Golden Sentence 11: Need to be familiar with various customer access policies

Marketers need to be familiar with the card access policies of various customers, accurately grasp the materials that need to be provided, and understand important Customers’ remarks and priority review simplify application procedures, which can effectively reduce customer round-trip time, speed up business processing, and optimize and improve customer experience.

Golden Sentence 12: Beautify your own products

Beautification is not deception or boasting, but an effective marketing art. If the product you are marketing has gained a relatively well-known You can inform the awards during marketing, how many customers have applied for them or have a long history of using them. This is a reflection of credibility. Beautification is not about bragging, nor is it to suppress other people's products. Show customers that the product brings a better life. This kind of beautification can win customers' trust and favor of the product.

Golden Sentence 13: Praise customers appropriately

In the marketing process, it is inevitable that some customers will talk about their own shortcomings. The issues discussed by customers are relatively specific, and you are not sensible, so don’t be casual. Illustrations, you can nod in agreement. If he has questions, you should answer them professionally and patiently. Listen more, be humble, and agree. This applies both at work and in life.

Golden Sentence 14: Rejecting customers should be tactful and appropriate

For customers who fail to pass the review, it only means that they cannot handle a certain business, but it does not mean that they cannot handle all other businesses.

Quote 15: Resolve the crisis smoothly

We must accept and grasp the key contradictions from customers’ opinions with a tolerant heart and properly solve the problems. When a customer complains, don't follow along and argue with the customer, but appease the customer's mood. Provide solutions when you are confident.

Quote 16: Don’t slander your competitors

Before choosing your products, customers may also consider your professionalism, including the respect of your competitors, so don’t slander them. competitors.

4. Expansion of resources in credit card marketing

Golden sentence 17: Find resources from customers

Golden sentence 18: Dig deep resources from secondary marketing< /p>

Appropriate return marketing and return visits are also an important way to win customers. Observe more, think more, dig more and accumulate more.

Golden Sentence 19: Learn to utilize natural resources

There are many such resources, as long as you pay careful attention to collecting them and summarizing them. With the continuous acceleration of urbanization, a large number of new employed people will be added every year. This credit card marketing provides a large number of targets, customer resources and places where high-quality customers are concentrated. The key is to pay more attention in life. Go in.

Golden Sentence 20: Leaving room is also a resource

5. Psychological Identity in Credit Card Marketing

Golden Sentence 21: Taking care of the psychology of most people

When talking to customers about things that have nothing to do with marketing during the marketing process, you must pay attention. For example, there are folk customs in some places. Don’t make generalizations and express your opinions casually. You must learn to take care of the psychology of most people, otherwise you will inadvertently Offend other customers.

Quote 22: Take the initiative to ask questions to discover the real needs of customers

Each customer has different needs for credit cards, some are for emergency use, some are for installment payment, and some are for installment payment. , some are for studying abroad, some are for the discounts brought by the credit card, and some are for the corresponding rights and interests of the card, such as free roadside assistance and airport VIP lounge services. Just like some customers prefer sour plums to sweet plums, but if you take the initiative to promote sweet plums without knowing the customer's needs, the customer will think you don't have sour plums, so it is easy to fail.

Golden Sentence 23: Seize the marketing signals given by customers

There are several common signals from customers. One is to raise questions about product application charges, such as whether to use a card or not. Payment, how to pay back the money. The second is to focus on the details of the product, where discounts are available, can I buy a car in installments, and which models are available. Third, the customer adjusts his posture, rests his chin on his hand to read the product terms carefully, constantly asks questions, looks at you with a slight smile, and uses the method you taught him to calculate the repayment. These are all marketing signals given by the customer.

Golden Sentence 24: Let customers feel that it is worthwhile to do so

Making customers feel that it is worthwhile is a sublimation of successful marketing. Many banks have given this through cooperation with international card organizations. Some high-end cards offer global payment services to meet their needs for using cards abroad. Another example is how many pounds you spend and how many yuan you save. This is not only a demonstration of the cost-effectiveness of products and services, but also an effective means to solve customer needs and promote customers to apply for and use cards.

6. High-efficiency techniques for credit card marketing

Golden sentence 25: Asking questions skillfully can sell well

For example, using the two-choice question method, your card Should the contact person be your spouse or children? You have to be diligent in thinking, have a clear target in mind, and you can sell well if you ask questions wisely.

Golden Sentence 26: Organize marketing words according to the application access policy

Golden Sentence 27: Show off appropriately

In the face of uncertainty, you are willing to believe An ordinary person still believes in authority, and the answer is definitely the latter. This is the so-called authority effect. Appropriate showing off can sometimes cause a herd effect, thus winning more customer recognition.

Golden Sentence 28: Intention is an efficient marketing technique

Intentional purpose is to attract many irrelevant people around you. The first is to ask questions from the side knowingly, the second is to not only keep your head down but also look up, and the third is to learn to say good things loudly and spread them thousands of miles.

Golden Sentence 29: It is very necessary to offer discounts first and then products

Prefering discounts first and then products refers to the marketing process. There is no need to introduce the product at the beginning. Refining and extracting the most favorable highlights will be introduced first. Give it to the customer. After the customer is interested, they will introduce which credit card they can apply for to get this discount. In most cases, what attracts customers is not the overdraft interest-free and basic functions of turnover of the credit card itself. If the basic functions of the credit card are promoted as the focus, it will be counterproductive to a large extent. Therefore, introducing the discount first and then introducing the product is an efficient marketing Skill.

Quotation 30: Publicity is down-to-earth

When doing credit card marketing in large organizations, you must create an atmosphere in publicity and make credit cards a hot topic among employees.

7. Improve the efficiency of credit card marketing outlets

Golden Quote 31: Carry out marketing based on the characteristics of customer groups

Golden Quote 32: Do a good job in big data precision marketing< /p>

Golden Sentence 33: Ancillary marketing of credit cards

Ancillary services reduce the difficulty of marketing to some extent and improve overall efficiency. Doing a good job in credit card ancillary marketing is an important manifestation of integrated bank operations. , which is also the inevitability of the comprehensive business transformation of today’s banks.

Golden Sentence 34: Keep in touch with hesitant customers

Golden Sentence 35: The advanced will drive the lagging behind

First, invite people to come in and learn. Invite people who are good at credit card marketing at other outlets to your own online store for future exchanges. It is best to stay for a few days to stimulate the marketing atmosphere and cultivate some business experts.

The second is to go out and learn. People can be arranged to go to advanced outlets to learn on-the-job training, learn marketing deployment methods, learn speaking skills, learn to maintain customers, etc., and bring back good practices to help the entire outlet improve production capacity.

The third is multi-dimensional science. There are many advanced things that can be learned from, such as branches, branches, peer banks, core journals, outstanding managers, industry experts, etc., and they can be quickly applied in combination with actual conditions to train and promote more personnel, maximizing the efficiency of learning and transferring it to marketing Results.

Golden Sentence 36: Emotional Marketing

When customers recognize you very much, you can simply introduce the functions and uses of the product without explaining too much. Just teach him how to use it.

8. Risk prevention and control in credit card marketing

Quotation 37: Determine risks from application information

Quote 38: Identify risks from auxiliary materials< /p>

Golden Sentence 39: Eliminate risks from source channels

Marketers should proactively establish a strong awareness of risk prevention and control, focus on prevention and avoidance before marketing, and act in accordance with regulations and systems. can effectively prevent and control risks.

9. Summary and Improvement of Credit Card Marketing

Golden Sentence 40: Planning is the core premise of marketing

Everything is done beforehand, and there is no fee beforehand. To fight an unprepared battle, for example, you need to plan the route in advance when visiting customers to avoid wasting time. The more serious and thorough the planning, the greater the possibility of achieving good results.

Quote 41: Consider the right time, place, people and people

Quote 42: Recommend suitable products to different types of customers

Sell suitable products The right people, let the right people use the right products. For example, young customers under the age of 35 will prefer youth-themed cards for installment payments to meet their needs for large-ticket items. People who like Messi prefer football co-branded credit cards.

Quote 43: Find the key time point

Finding the right person at the right time at the right place will bring twice the result with half the effort. Usually accountants are the best at marketing. It is in the middle of the month, because the end of the month and the beginning of the month will be busier. Doctors and nurses in tertiary hospitals are only available after 11 a.m., so it is better for businessmen to make an appointment in advance at 3:00 p.m.

Golden Sentence 44: Minimize wasted effort

Golden Sentence 45: Discover and make good use of what you are good at

Which type of customers are you good at marketing? The type you are good at can substantially improve your marketing success rate. If you are good at marketing middle-aged customers, then dig into target units that have mostly middle-aged customers.

Quote 46: Be prepared

Answer the customer's questions so that the customers and the people around you agree with them. Don't let the customers question your professional ability. This is Things you must know well in marketing. A customer asked what is the use of this card? When answering, the language should be concise and clear, and quickly list several major benefits, such as emergency turnover, card discounts, annual fee reductions, points redemption, status symbols, etc. If the customer asks how long it will take to get it done? The answer should be clear. If the procedures are complete, the review will be carried out as soon as possible. Generally, it can be completed within a few working days. Don't underestimate the answers to these two questions. One involves whether the application can be successful, and the other involves the efficiency of card application. These are both important manifestations of integrity. Then think about it, if a customer asks the following questions, can you quickly and professionally answer them: Does this card charge fees? How is interest calculated? Is this card safe? How can I return this card when I no longer use it? Who should I consult if I have any questions? Does your bank have financial products with high interest rates recently?

Golden Sentence 47: Learn to see what you are doing

It is inconvenient for you to make repayments due to the small number of bank branches. You can answer that there are many repayment methods that do not require branches. WeChat Pay and Alipay Mobile Banking Online Any bank can do it, and you can also bind it to automatic repayment. If the customer already has a credit card, you can ask which bank's credit card the customer has, and then quickly compare the advantages and disadvantages, and recommend cards with additional benefits and discounts.

10. Performance Test of Credit Card Marketing

Quotation 48: Performance is defined by completing goals

Some people with good work habits will focus on the overall goal Split it up, set a work goal and work progress every week or every day, formulate a work plan and marketing promotion plan every month or every quarter, and always push it around the core of the overall goal every day, one person Whether a person's work is successful or his performance is outstanding mainly depends on whether he has perseverance and planning, whether he can grasp the key and whether he can start well and finish well.

Quotation 49: Performance is forged by creating value

In addition to work, strengthen study and obtain certificates, improve personal level conditions and achieve comprehensive progress. In many cases, it is not enough to have outstanding performance. Only strong performance can be achieved if morality, wisdom, conduct and other aspects are widely recognized.

Quote 50: Performance cannot be supported by big risks

Performance determines how high you can go, and risk determines how far you can go.

11. Comprehensive understanding of credit card management

Quote 51: Understand the national conditions of credit cards

Quote 52: Meet the provincial conditions of credit cards

Quote 53: Find out the financial situation

To find out the financial situation, you must first understand the income structure of the credit card business, such as interest income, consumption commissions, income installment fees, acquisition fees, etc. < /p>

Combined with chips, it increases the security and versatility of credit cards, and emerging channels for video review application for credit cards optimize business processes and improve customer experience. In short, the effective combination of advanced technology and credit cards represents the extension or development of important sectors of the credit card business, which require attention.

12. Fine management of credit card marketing

Quote 57: Move quickly and use the right method

A good workplace mentality runs through the career of successful people from beginning to end. career, because the relationship between mentality and the workplace complements each other. In the management process of credit card business, we often encounter various problems from customers. These key nodes require calmness to find the correct method to handle them quickly and properly.

Golden Sentence 58: Make keen judgments and promptly seize business opportunities

Golden Sentence 59: Take the initiative to solve problems faced by the grassroots

Solve application procedures to improve marketing efficiency and solve Clarify reward issues and rewards, solve communication problems and build information bridges. You can also set up a business support team to clarify key points, listen to suggestions, answer questions on the spot, and proactively serve colleagues in marketing.

Golden Sentence 60: Put on-site management in a prominent position

Golden Sentence 61: Show key points in business reports

Golden Sentence 62: Always focus on key business Relentless self-correction must be fast

Quotation 63: Think and promote business from the user's perspective

Many banks have now proposed a business strategy to transform from a business to a business. Be passive and proactive, think about problems from the perspective of the market and customers, fully integrate the needs of the market, and provide good products and services. For example, many banks now adopt the principle of tolerance repayment for arrears of less than 10 yuan, and give them a time-limited repayment principle of three working days after the repayment date. These are all considerations from the customer's perspective.

13. Organizational promotion of credit card management

Golden Sentence 64: Give full play to the integration of party building to lead the promotion

Golden Sentence 65: Departments must specialize and refine their promotion

Golden Sentence 64: p>

Golden Sentence 66: Grassroots management agencies should coordinate and promote as a whole

Golden Sentence 67: Use assessment incentives to actively promote

Golden Sentence 68: Promote efficiently through batch marketing

Golden Sentence 69: Do a good job in reasonable promotion of budget expenses

Adhering to the principle of advance planning, the principle of concentrated firepower, and the principle of fine allocation, bank competition is increasingly reflected in a systematic way Competition requires business, employees, systems, institutional policies and other aspects to work together to form a greater synergy.

14. Integrated management of credit card management

Golden sentence 70: Integrated management is an inevitable choice for business development

Golden sentence 71: Through front-end integration Improve marketing efficiency

Golden Sentence 72: Strengthen support and guarantee through the integration of China and Taiwan

Golden Sentence 73: Improve management level through back-end integration

Golden Sentence 74 : Give full play to the supporting role of credit card integration in other businesses

Quote 75: Establish the integration of overall system application and assessment transformation

15. Phased transformation of credit card management

Golden Sentence 76: Continuously optimize business processes with the goal of batching in seconds

Golden Sentence 77: Promote transformation with products to promote channels

Golden Sentence 78: From perfecting products Transform the system to a perfect purpose

Quote 79: Transform from manual operation to automated system processing

16. Merchant strategy for credit card management

Quote 80: The one who wins the merchants wins the world

Calculate how much the personal deposits of your bank decreased during the National Day holiday, and where did the reduced money go? It all went to online and offline merchants through customer consumption. Merchant money generally has to be deposited in the bank, which means that the more accounts a bank opens, especially the more merchant acquiring business it carries out, the more deposits it absorbs.

Golden Sentence 81: Merchants provide personalized and multi-functional services

Golden Sentence 82: Perfect organizational functions and coordination are required to promote merchant business development

Seventeen. Customer Service in Credit Card Management

Golden Quote 83: Departments should take multiple measures to improve customer service efficiency

Golden Quote 84: Customer service staff should take the initiative to provide good customer service

Golden sentence 85: Improve and integrate the customer service system

Golden sentence 86: Continue to play the important role of customer first

18. Innovative development of credit card management

Golden sentence 87: Establish a management system to promote normal innovation

Golden sentence 88: Improve product functions to create demand innovation

The personalized DIY cards currently implemented should include but are not limited to the following In terms of aspects, the card should be personalized, and the use should be personalized. Customers can set multiple points on important days by themselves, the management should be personalized, and the billing date should be set by themselves.

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Quotation 91: Effectively improve the main line of business from the perspective of customers

Quotation 92: Grasp the transformation of outlets

Quotation 93: Build the front, middle and back Duan’s risk prevention and control system

Quote 94: Establish multiple channels for talent training

The first is to focus on the training of comprehensive sales talents, and the second is to establish a training system for high-end professional talents. , The third is to improve the comprehensive quality of management talents.

Quote 95: Form an excellent credit card culture

20. Future prospects of credit card management

Quote 96: Credit cards also have cyclical characteristics

Quote 97: Information technology will dominate the future of credit card business

Quote 98: Service is the last mile of competition in the credit card market

Quote 99: Credit cards create a better place Life

Credit cards will continue to enrich people’s lives and further resolve the contradiction between people’s growing needs for a better life and unbalanced and inadequate development from aspects such as payment, credit, convenience, benefits, safety, and civilization. , continue to promote the all-round development of people and the overall progress of society. Finding a development path that is consistent with socialism with Chinese characteristics in the new era is the only way forward for the development of domestic credit card business.

The Pufa Credit Card is newly launched on the "Xiaopu Book Club"

In the context of consumption upgrading, people's consumption concept has shifted from the original consumption of physical goods to the consumption of cultural services. The shift from “food, clothing, shelter” to spiritual needs such as “knowledge, enjoyment, entertainment”. According to the first report on cultural consumption of Chinese residents released by the National Development and Reform Commission, per capita cultural consumption in urban areas across the country has increased from 945 yuan to 1,268 yuan in recent years. Cultural consumption has become an important manifestation of my country's consumption upgrade. Keenly aware of people's new needs for upgrading cultural consumption, Shanghai Pudong Development Bank Credit Card and Wenhui Publishing House recently jointly launched a new life service benefit - "Xiaopu Book Club", which thoughtfully provides users with a full-year reading membership service, reawakening the traditional way of reading paper books, and enjoying the good time of reading.

It is reported that the newly launched "Xiaopu Book Club" has two themed book lists: "Starry Sky" and "Earth". The former focuses on the beauty of sensibility and spirituality, while the latter focuses on life, Practical beauty. Users can choose their own reading topics. In the first two major themes, two selected books will be released: "The Age of Shuffle" by Mao Dun Literature Award winner Jin Yucheng and "Journey in Search of Chinese Craftsmen - Craftsmanship and Zen Mind" by young writer Asakusa. After users subscribe to the "Xiaopu Book Club" full-year membership, they will receive 1 book delivered every month, and a maximum of 12 books throughout the year. There will be a new book list every month, giving them more expectations. It is worth mentioning that in addition to enjoying good books recommended by experts every month, this annual reading membership also comes with a set of clear-color painted book stamps of the Twelve Characters of Dream of Red Mansions jointly launched by Pudong Development and Wenhui, which will be sent with the book every month, *** 12 pictures, collected together, are not only rare exquisite paintings of characters in Dream of Red Mansions, but also beautiful gadgets for reading and playing.

During the event, users can order by themselves through the official WeChat account of Shanghai Pudong Development Bank Credit Card and Pudong Xiben APP, and order a full-year reading membership of "Xiaopu Book Club" with an original price of 600 yuan for 199 yuan. By spending very little money, you can get real "luxury goods" and develop good reading habits.

In recent years, in the process of business development, Pudong Development Credit Card has been actively looking for new points of convergence around people’s growing cultural consumption needs, using products and services as carriers, insisting on continuous innovation, and realizing excellence. The spread of culture; through the issuance of a series of cultural co-branded cards from the Forbidden City and in-depth cooperation with high-quality dramas such as "The Stage", we will continue to make efforts in the field of traditional culture, lead the trend of "cultural financial innovation", and continue to inject cultural connotation into the brand. , deepening users’ favorability towards the brand.

The person in charge of Pudong Development Bank Credit Card said that everyone has cultural needs deep in their hearts. Through this cooperation with Wenhui Publishing House, we hope to rekindle reading, which has been proven to spread knowledge and inherit The most effective traditional reading method in culture; it allows people to slow down and calm down in the fast-paced life, and further expands new models of financial value-added services while satisfying people's deep spiritual needs.

The most powerful internet celebrity photo location in Seoul: Hyundai Card - Cooking Library

HyundaiCard (HC), one of the largest credit card companies in South Korea, has built a "Cooking Library" in Seoul ”, designed by Blacksheep Architects, a professional catering design studio from London.

HC has designed the modern credit card library as a series with four inspiration spaces, aiming to quickly provide a meaningful way for urban life in the digital era to inspire people in their daily lives. A life of inspiration. Each space here popularizes knowledge about various lifestyles, covering the fields of travel, music, design and cooking. This is the final library in the series.

The project was a collaboration between Blacksheep and OneOOne Architects, who decided to make the modern credit card library the last and most ostentatious building in the series. Blacksheep Architects designed the interiors through branding, staff uniforms and packaging to create a perfect customer experience space.

As you explore the world of cooking and gastronomy here, you'll find that the Cooking Library creates real-world experiences.

The project asked Blacksheep Architects to create an interconnected experience across the five floors of the library and bring people together in Yeongdeung, one of Seoul's most affluent neighborhoods. Enjoy cooking in the community.

Blacksheep Architects strives to create a joyful world where skill generates essential luxury and invites touch, simulating details that allow visitors to unknowingly Lost. The Blacksheep design team wanted to take a factory in a European suburb and convert it into a food laboratory in the heart of Seoul.

It specifies a range of high-quality products from major European furniture and lighting brands and brings the concept to life, enriching the experience of all visitors to HC Cooking Books.

Books on credit card finance

"Credit Card and POS Finance", "Bank Credit Card Practical Book", "Bank Card Era"

"Credit Card" "Customer Loyalty" "Road" "Bank Card Industry Supervision: International Experience"

"Modern Credit Card Management" "Bank Credit Card" "Bank Card Business"

"Invisible Visa-Chaotic Organization Heading for the Future" 》

That’s it for the introduction of credit card books.