in recent years, China merchants bank's business is experiencing rapid growth. according to network data, last year, China merchants bank surprised its peers with an increase of over 1.4 trillion yuan in retail AUM. According to the latest data, in the first half of 221 alone, the increment of AUM of China Merchants Bank reached 1 trillion, and the time scale recently exceeded 1 trillion. The rapid growth of business development has brought pressure to services. In addition, under the background of the gradual disappearance of the demographic dividend in China, the increase of labor cost also means the increase of service cost, which also requires China Merchants Bank to expand new channels for customer service. Want to know more private domain growth cases, click on the card below to receive the latest "Private Domain Growth Cases". I. Case Overview China Merchants Bank is the first joint-stock commercial bank wholly owned by an enterprise legal person in China. Private domain is a strange topic for banks, and China Merchants Bank explores new traffic growth points with China Merchants Bank APP and Pocket Life APP as platforms and enterprise WeChat. Second, the core highlight China Merchants Bank established a customer base based on enterprise WeChat, and managed and operated customers in a unified way through the community, which increased the frequency of customers' consumption, expanded the service radiation range of employees, greatly improved the service efficiency of employees, and saved the service cost for enterprises. Third, operational analysis 1. Guide customers into the group after consumption, and screen accurate customers. China Merchants Bank will drain customers who use the APP to corporate WeChat through the handheld life APP. By judging the customer's location or business circle of interest, guide customers to enter the corresponding enterprise WeChat customer base, which is convenient for subsequent differentiated operations. 2. Continue to provide customers with value through the community. The community of China Merchants Bank is positioned as a welfare group, and the welfare benefits of various businesses are pushed according to the interests or locations of customers. (1) The familiar image is used as a community operator to increase user stickiness. The community operator of China Merchants Bank adopts the image of "Xiao Zhao Miao", which has a certain degree of perception for the customers of China Merchants Bank. Therefore, the use of "Xiao Zhao Miao" can not only get rid of the cold feeling of the brand, but also increase customers' trust in the brand. (2) Refine community operation, enhance customer activity, and increase customer consumption times (1) Use the welcome language to emphasize community value. The welcome language of China Merchants Bank is divided into two parts, the first part is to explain what services and benefits the community can provide, and the second part is to "greet" new friends, so that customers can feel the value of the community and increase customer retention. ② Cross-industry cooperation, promoting customers' consumption through merchants' welfare. China Merchants Bank often conducts cross-industry cooperation with various brands, such as KFC, Xicha, etc. If you use China Merchants Bank Card to spend in these brands, you can enjoy certain discounts, or you can buy corresponding coupons directly in small programs. Use low-priced and high-frequency products to encourage customers to increase their consumption frequency. (3) Using lottery, answering questions, preferential activities, etc. to activate various preferential activities in the customer community, in addition to other brands, there will also be benefits such as lottery, answering points, bank preferential activities, etc., which are used to activate customers, increase the number of times customers use APP, or increase the frequency of customers' consumption. IV. Summary of Operation Skills Compared with private domain operation skills, China Merchants Bank's awareness of private domain operation is more worth learning. Many people will wonder at first, why do banks also want to be private domains? China Merchants Bank gave us a good answer. In addition to using private domain traffic, it can save the cost of bank's delivery and purchase of traffic. Private domain can repeatedly reach the characteristics of customers at low cost, and can also help banks better grasp customer behavior data, so as to recommend more suitable financial service products to customers. In addition, with the development of the bank's business, the response speed and service radiation range of manual customer service can't keep up with the speed of business development. Therefore, using enterprise WeChat for private domain operation and unified management and service of customers through the community can greatly improve the service radiation range of bank employees. At the same time, using the automatic management functions of enterprise WeChat, such as: friend welcome, community welcome, quick reply, etc., can greatly improve the service efficiency of employees.