The classification of financial customers is more complicated: on the one hand, because of the wide range of financial industries, complex products and diverse types; On the other hand, the target customers of the financial industry cover almost all social strata and regions, and their social composition is also very complicated, and their financial needs are diversified.
The complexity of financial customer classification lies in that financial services are related to money, which greatly affects people's psychology. Personal customers are often very emotional about money.
Many financial institutions only divide customers according to products or assets. For example, banks divide customers according to their financial assets in the bank, and divide customers into high-asset wealth customers, middle-asset wealth management customers and low-asset mass customers. This division is actually to divide customers from the perspective of bank products and services. This division can let the front-line service personnel of banks and financial institutions know which products to provide services around, but it cannot solve the essential problem of providing personalized services to customers. The core of financial customer classification is customers, not products.
The classification of financial customers is more based on the understanding of customers' attitudes and behaviors. For example, a financial institution divides customers into five key dimensions: the degree of control over consumption and savings, interest and knowledge about money, desire for accumulation and consumption, trust and demand for financial advisors, and investor psychology, as shown in the following figure.
First, control the degree of consumption and savings.
Consumption and savings are the two most basic financial needs of social people. People with the same social status and income level have great differences in consumption and savings. Some people live within their means and rarely overspend on consumption, retaining the traditional virtue of thrift; Some people plan ahead and control consumption, often focusing on saving for longer-term expenditure goals; Some people spend in debt, and the impulse to spend often exceeds the level that the savings office can support.
Second, the interest and understanding of money.
Understanding customers' attitude towards money is a science. What customers want to say and do are often inconsistent. It's like someone saying, "If I have a million dollars, I must buy a Mercedes first." But when he really has1million, then he may give priority to solving other needs. From the actual situation, many ordinary consumers' understanding of money only stays on the basic payment tools, and wealth customers obviously need to raise their understanding of money to the financial level.
Third, the desire to accumulate and consume.
The accumulation and consumption desire of customers determine the sustainability of their investment behavior. Some investment clients aim to accumulate through investment, so when they make profits, they will reinvest all the profits in the investment process. But some people invest for profit, and they will spend the investment income. The sustainable investment intention of such customers is usually affected by the investment results. If they make a profit, they may stop investing and spending; if they lose money, they may stop investing and become silent.
Fourth, the trust and demand for financial advisers.
For financial services such as bank wealth management, securities services, insurance services, investment services, etc., the degree of trust and demand of customers for financial consultants is a very critical classification dimension. The attitude of customers towards financial advisers is also an important indicator. A client who thinks he is a professional will often read the advice of financial advisers carefully. Many clients will rely on financial advisers and think that financial advisers can do anything. For financial consultants, it is very important to know exactly the attitude and dependence of customers on financial advice for how to take more effective service actions.
V investor psychology
Correctly dividing customers' investment psychology is a very important classification dimension. Especially for securities, funds, wealth management, bonds and other investment financial products, investors' psychology determines how customers choose financial services. Steady investors prefer fixed-income products such as bonds, while radical investors are more willing to try trading financial products such as stocks and futures. Sometimes investors' psychology is called financial personality, so it is of great significance to classify the correlation between customers' financial personality and financial products.