? Elderly customers are now the key service targets of wealth institutions, especially in the context of the Internet, and the elderly are still the core customers of traditional channel loyalty. I used to work as a financial manager in Wuyi Road Sub-branch, and I have contacted many middle-aged and elderly customers. They often come to the outlets to sit and chat. One of them impressed me deeply. She is alone in a nursing home in Jin Dongfang, and goes to the Second Hospital of Yanghu for treatment every two weeks. Every time she finishes treatment, she will come to the network for a while, and I will talk to her for a while. She praised our store for its good environment and good service. Of course, in the end, all her pension money was deposited in the outlets. ?
The characteristics of elderly customers are: 1. Love to worry, have a good heart. 2. Choosing a bank outlet values comfort and convenience. Most children are not around. 4. I like to compare with people in my own circle. 5. Business processing time is periodic and centralized. 6. The most concerned topics are health, travel and discount shopping. 7. The balance was deposited in the bank and the assets rose steadily. 8. I like to share my knowledge, news, financial management and so on. ?
The needs of the elderly are: 1. The demand for maintaining the value of pensions. Most elderly people have low risk preference, so the demand for value-added is the second, and the demand for value preservation is the first. 2. Care about communication needs. Under the background of the national family planning policy, many elderly people do not get enough care, so it is necessary for society to provide more activities to let the elderly get care through communication. 3. Health and safety requirements. On the concern of health problems, the elderly have a high demand for health protection because of their poor resistance. Their emphasis on health issues is the most direct group among the main customer groups. 4. Save money and provide preferential demand. Old people like discounted goods, and their reaction to price elasticity is more obvious. If we can provide exclusive preferential services and more convenience, it will not only provide welfare for the elderly, but also conform to the tradition of respecting the elderly. 5. The need to prevent fraud. In recent years, there are many fraud cases against the wealth of the elderly, and illegal fund-raising and pension fraud cases emerge one after another. Therefore, the anti-fraud needs of elderly customers are also rigid. 6. Donating public welfare needs. Don't think that old people are always "taking". Many old people still hope to make more contributions and give full play to the waste heat for the society. Let elderly customers reasonably export public welfare and give them a sense of accomplishment.
? Based on the above demand analysis, what kind of products can be provided? What specific services can we provide? ?
Optional products: deposits, low-risk financial management, capital preservation funds, large deposit certificates, accident insurance, payment, universal insurance for dividends, discount cards, trusts, etc.
? Available services: 1. The hardware settings of outlets should be equipped with appropriate rest seats, reading glasses, umbrellas, anti-collision tips for glass doors, anti-skid tips for rainy days, etc. , and should prepare first-aid medicine box and commonly used drugs for emergencies; 2. The service personnel are warm and thoughtful, and pay attention to keeping the environment outside the door clean and the passage unobstructed. For customers with mobility difficulties, they should take the initiative to open the glass door of outlets in advance to pick up and drop off customers; 3. When handling business, elderly customers should repeatedly confirm the customer's needs and get a positive reply from the customer before handling it; 4. The wealth management manager should remind the business in time before the product expires, and carry out corresponding maintenance on holidays and important customer anniversaries. For example, many old people's birthdays are in the lunar calendar, so you should consult clearly before maintenance. 5. Characteristic activity service category: green channel of national debt; On-site service day; Deposit safety insurance; Holiday gifts; The doctor is sitting in the classroom; Remote service, etc. ?
Activities: short trips; Square dance competition; Bao jiaozi; Donation activities; Organize physical examination; Birthday party; Table tennis match, etc. ?
Discount category: discount date of wealth management products; Coupons for surrounding supermarkets; Pharmacy discount card; Attraction discount card; Bus discount agencies, etc. ?
? Lectures: lectures on financial management knowledge; Seminar on fraud prevention; Tai Chi Chuan Photography Dance Lecture; Health knowledge lecture; Tea ceremony lectures, etc. ?
Many services also need to be linked to communities or businesses, such as the 30% discount for "opticians" and the cooperation with opticians, which is also part of the community finance we often define. Square dance competition is also a common customer activity for elderly customers; Discount shopping activities must attach "free delivery" to elderly customers, which is also the starting point of empathy marketing to increase customer dependence. There are many kinds of services for elderly customers, and the person in charge of the outlets should be determined according to the cycle in which the outlets are located.