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客户旅程/满意度-Customer journey/satisfaction

时间:2019-08-13 10:20来源:未知 作者:anne 点击:
消费者对渠道使用能力的信心非常重要。随着信息技术的发展,以计算机为基础的服务渠道越来越受到广大客户的青睐,尤其是年轻人。当客户尝试使用一个新的渠道时,在使用体验之前的客户
消费者对渠道使用能力的信心非常重要。随着信息技术的发展,以计算机为基础的服务渠道越来越受到广大客户的青睐,尤其是年轻人。当客户尝试使用一个新的渠道时,在使用体验之前的客户渠道将起到很大的作用,特别是当两个渠道基于相同的技术基础,并且是基于网上银行的网络时。如果客户熟练或有互联网经验,客户先前使用网络技术或其他电子渠道的经验将增加使用网上银行的可能性。也就是说,客户使用网上银行的意愿受其先前使用相关技术经验的影响。在满足客户不同需求的基础上,根据客户需求的变化,对相应的渠道进行改造或升级(Fichter,&Wisniewski,2017)。影响客户转移意愿的因素很多。一些客户看重渠道的易用性,如柜台,而另一些客户看重成本因素(指导全渠道客户旅程,2015年)。但是客户渠道转移的意图可以通过激励营销来改变,这样当客户熟悉其他渠道时,不仅可以提高客户利用某一渠道的效用,提高客户满意度,而且可以提高银行的资源利用率。反过来,美国提高了银行的收益。
Consumers' confidence in the ability to use a channel is very important. With the development of information technology, computer based service channels are favored by more customers, especially young people. When customers try to use a new channel, customer channels before using experience will play a big role, especially when the two channels are based on the same technology base, and is based on the network of the bank on the net. If the customer is skilled or experienced in the Internet, the experience of the customer's prior use of network technology or other electronic channels will increase the possibility of using online banking. That is, the willingness of the customer to use an online bank is influenced by his or her prior use of relevant technical experience. On the basis of satisfying customers' different needs, the corresponding channel is transformed or upgraded according to the change of customers' demands (FICHTER,  & WISNIEWSKI, 2017). There are many factors influencing the willingness of customers to transfer. Some customers value the ease of use of channels such as the counter, while others value the cost factors (Guiding the Omnichannel Customer Journey, 2015). But customer channel transfer intentions can change, through the incentive marketing, so that when the customers are familiar with other channels, not only can improve the utility of customers to use a certain channels, improve customer satisfaction, and can improve the resource utilization of Banks, in turn, improve the Banks' earnings.
根据客户的属性对其进行分类,使银行能够了解客户的状况,明确客户的需求,帮助银行制定和调整营销策略。本文根据客户渠道价值对客户进行分类,明确客户渠道的所有权,为银行制定多渠道客户管理战略提供依据。根据客户渠道价值和服务成本的两个维度,根据渠道可将客户分为四类(Tompkins,2015)。本文将渠道分为四类,每个渠道有四种客户。不同渠道的客户有不同的管理策略,分析如下。
Classify customers according to their own attributes, so that Banks can understand the status of customers, clarify customer needs, and help Banks to formulate and adjust marketing strategies. This paper classifies the customers according to the customer channel value, clarifies the ownership of the customer channel, and provides the basis for the bank to develop multi-channel customer management strategy. According to the two dimensions of customer channel value and service cost, the customer can be divided into four categories according to the channel (Tompkins, 2015). This article divides the channel into four categories, each channel has four kinds of customers. There are different management strategies for customers with different channels, and the analysis is as follows.
客户:柜台对于柜台价值高的客户和银行来说,服务成本高的客户应该保持柜台价值高的客户,这样的客户就是银行的高端客户,为了柜台的高附加值业务,这种客户银行应该尽量降低服务成本。对于柜台价值较高、服务成本较低的客户比例虽然小,但这类客户是银行的客户忠诚度较高的客户,应继续挖掘此类客户的潜力,交叉销售,采取一贯的策略。为了应对低值客户服务成本高,这种客户占据柜台服务成本高,应尽量引导客户使用服务成本低的渠道,如果没有希望增值而只使用柜台的客户,可以考虑放弃这个客户(pophAl,2015年)。
Client: the counter for the counter value in a high cost of services to our clients and Banks should keep the high counter value of the customer, such customer is bank of high-end customers, to counter the high value-added business, this kind of customer Banks should try to reduce the service cost. For the counter value higher service costs low proportion of customers although small, but such is the bank's customer loyalty customers, should continue to develop the potential of such customers, cross-selling, take strategy consistently. To counter low value a customer service cost is high, this kind of customer occupy the counter service cost is higher, should try to guide customers to use service costs lower channel, if there is no hope value-added and only use the counter the customer, can consider to give up this customer (POPHAL, 2015)..
Online banking customers: net silver is one of the emerging electronic service channels, channels and service function only time counter, but due to time is shorter, utilization rate is low, customer for online banking for online banking customer value higher service costs high, although this kind of customer service cost is higher, but should continue to use the marketing strategy, make its maintain at higher satisfaction, increasing the chances of the incremental sales and referrals. For online banking customer service cost is high, low value a net silver can not plan for small but customer classification, the result of the low cost of customer value higher net silver to net, such customer is an ideal way to bank customers, Banks should expand the proportion of such customers. Net silver to a low value net silver low-cost customer, the customer accounts for larger, such customers have begun to use net silver but only simple business, while net silver low value but Banks focus on objects, Banks should strengthen marketing. Make it a high-net-worth customer (DEERING, 2015).
POS customer: POS machine is an important service channel for customers to use electronic money. POS value high service cost high customer, the bank continues to use the corresponding promotion strategy, is the customer maintains a high consumption record. Banks should be most responsive to the use of consumer but less valued customers to implement marketing strategies.
ATM customers, which have a strong correlation with the customer's own diamond level customer, but the customer channel chooses the important channel. And prolong the service time of the Banks of external window, at the same time, the business development is rapid, it can even provide sales tickets, tickets and other business, make, very good to satisfy customers' personalized requirements.
 
Can draw channels of Banks by adjusting the marketing strategy, can change the channel choice behavior, in turn, increase profits, namely to meet customer needs on the basis of maximizing profits and achieve a win-win goal. Implementing channel promotion strategy can change the channel usage behavior of customers, and the bank should work out different promotion strategies according to the evolution of customer status. Different channel promotion strategies are different for Banks to generate profits. The bank should make reasonable channel promotion strategy to maximize the bank profit. Banks should be consistent in implementing channel promotion strategies, and only continuous channel promotion strategies can enable customers to form channel loyalty.
 
The solution of the optimal promotion strategy under the win-win target can enable the bank to implement the corresponding channel promotion strategy according to the change of the state of the customer channel (Greengard, 2016).. Changing customer channel by channel strategy choice behavior, under the condition of satisfy the customer demand increase the profit of bank, the bank can be product at the right time, the appropriate channels to a demand for customers, commercial Banks should build a powerful integrated management platform, form the multi-channel management advantages, improve marketing channels added value, and improve the core competitiveness of commercial Banks, finally realizes the win-win between Banks and their customers.
reference list 
 
DEERING, S. (2015). IMPROVE OMNICHANNEL SERVICE. Credit Union Magazine, 81(2), 26-30.
FICHTER, D., & WISNIEWSKI, J. (2017). Tackling the Omnichannel Experience With Customer Journey Mapping. Computers In Libraries, 37(8), 4-7.
Greengard, S. (2016). Why AI Is the Future of Customer Satisfaction. CIO Insight, 1.
Guiding the Omnichannel Customer Journey. (2015). CRM Magazine, 19(10), 23.
POPHAL, L. (2015). Multichannel vs. Omnichannel Marketing: Is There a Difference, and What Does It Mean to You?. Econtent,38(2), 15-20.
Tompkins, J. (2015). Omnichannel logistics make happy customers. Industrial Engineer: IE, 47(10), 24.


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