Hold mobilization meetings, sign "military orders", and issue task targets......At the end of the year and the beginning of the year, the bank's "good start" can be said to be in full swing, but the bankers in it are under pressure.
After experiencing the "good start" of the bank that "one year is comparable to one year", He Yulin (pseudonym) decided to leave the industry that has been engaged in more than ten years and break free from the "shackles" of indicators and performance.
Like He Yulin, there are not a few bankers trapped in a "good start". Wang Xiaoxi (pseudonym), who has just left the banking system, looks back on his previous "good start" marketing experience and admits frankly, "In the ten years of the bank, the most painful time is the three months of 'good start'". Wang Qiqi (pseudonym), a bank teller who is promoting the "good start" task, and He Shiqing (pseudonym), a wealth manager, are also worried about the new deposit target of 4 million yuan and the insurance marketing task of 1.2 million yuan.
Under the pressure of the "good start" index assessment, in order to avoid the risk of salary and performance deduction, some bankers take risks and choose to pay out of their own pockets to "cash back" or swap indicators between bankers to complete the task ......
Good start" horn sounded.
The annual "good start" horn has been sounded, and the mobilization meeting and the pledge meeting have arrived as scheduled. On December 18, a reporter from Beijing Business Daily noticed that in order to meet the "good start", a number of banks held meetings one after another, signed "military orders", issued task indicators, and started full-staff marketing.
For example, recently, Xiangshui Rural Commercial Bank held the 2024 "Good Start" Work Kick-off Conference, which clearly promoted the goal of stabilizing and increasing the organization's funds, focusing on consolidating and increasing market share, and required to focus on fist product marketing and increase credit delivery. In order to mobilize the spirit of the whole bank, at the meeting, the chairman of the bank, in the capacity of commander-in-chief, awarded the "good start" flag to the president as the commander-in-chief, and the president awarded the flag to each region, and finally the person in charge of each marketing unit claimed the task and signed the "military order".
Jiangxian Rural Commercial Bank also held a "good start" mobilization meeting in 2024 and issued task indicators. At the meeting, the bank deployed the deposit and loan marketing task, the person in charge of the branch claimed the task respectively, and the relevant leaders also signed the "military order", making it clear that during the "good start" period, it is necessary to seize the opportunity, strengthen marketing, strive for more financial funds to be deposited in the bank, continue to promote the industry batch credit, and enhance the stickiness with customers.
Deposit and loan business has always been the focus of banks' "good start". At the kick-off meeting of the Putian Rural Commercial Bank's 2024 "Good Start" Action Xi Project, the bank requested that all employees be mobilized to carry out deposit marketing to form a "one and hundred, hundreds and thousands, and thousands and more" effectThe loan reserve should do a good job in increasing the contribution of critical customers, converting the value of mature customers, and preventing the loss of customers in outletsHe also pointed out that it is necessary to tighten the compaction task indicators, accurately calculate the difference gap, and ensure the completion of the year-end closing work.
Holding a 'good start' at the end of the year and the beginning of the year is a traditional business practice that has been continued over the years, aiming to motivate employee morale, stimulate organizational vitality, and enable the team to complete performance tasks according to the expected goals or exceed the goals", which is a "good start" for local banks Su Xiaorui, a senior observer of the banking industry, believes that in recent years, small and medium-sized banks have faced more challenges than large and medium-sized banks in the face of the wave of digital transformation of the banking industry.
In fact, it is not only the local banks that have sounded the clarion call for a "good start", but also the national banks have also issued various task targets in their branches. In the context of the continuous reduction of deposit interest rates, compared with previous years, some banks this year "good start" has turned to the promotion of insurance products, in the joint-stock bank branch work of the financial manager He Shiqing introduced, this year her outlets issued a "good start" during the insurance indicators, regardless of the establishment of the staff of 1.2 million yuan per person, every day in the group solitaire to report marketing performance, "everyone is a perpetual motion machine".
The banker who does not move.
The "good start" from December to March of the following year has become the bank's "Double 11", and the bankers in it seem to be facing a big enemy.
The volume can't be rolled up, and you can't escape and escape, only the mentality is good", looking back on the previous "good start" experience, He Yulin still remembers it vividly, "Preparation, mobilization, and issuance of task indicators, calling for the fourth quarter to do a good job in 'accumulating customers', various oath meetings, and signing military orders......After experiencing a "good start" of the bank that "one year is comparable to a year's volume", He Yulin finally chose to decide to leave the industry that he had been engaged in for more than ten years and break free from the endless "shackles" of indicators and performance.
Like He Yulin, there are not a few bankers trapped in a "good start". Wang Xiaoxi, who had just left the Rural Commercial Bank, recalled his previous "good start" marketing experience and said frankly, "In the ten years of the bank, the most painful time is the three months of 'good start'." Wang Xiaoxi recalled that the whole "good start" state is to receive customers during the day, contact customers after work to remind them to restore, add as much as possible, lie in bed in the middle of the night and begin to review the completion of various tasks, and colleagues in the work group are also showing large certificates of deposit, ** sales, and financial sales performance.
Some have chosen to leave, others are still struggling. Wang Qiqi, a local bank in Jiangsu, was worried about the new "good start" task, "At the beginning, it was said that 3 million yuan of fixed deposits were added, and later it became 20 high-quality customers, 200,000 yuan per person, and recently the overall index of the branch required an additional 300 million yuan in deposits." This made her, who has only completed the deposit task of 700,000 yuan, call her "terrible".
He Shiqing also empathizes, although during the "good start" period, she has given priority to recommending insurance products, but the policy rate is still very low, most customers do not accept insurance, "insurance is very difficult to market, at present our outlets have no insurance policy", and if the task is not completed, He Shiqing and colleagues will face the risk of deducting performance.
Reasonably formulate assessment indicators.
"A good start" was supposed to be a good time for banks to reserve project assets, but it was deformed under the pressure of excess hard indicators. A reporter from Beijing Business Daily noticed that under the pressure of the "good start" index assessment, in order to avoid the risk of salary and performance deduction, some bankers chose to pay "cashback" out of their own pockets or swap indicators between bankers to complete the task.
Excessive "good start" indicators for bank employees may distract their energy from their own work, especially the short-term route of full marketing, which is not conducive to creating long-term market competitiveness", Su Xiaorui said, "good start" indicators are too heavy may lead to the loss of middle and back office positions such as operations, science and technology, and at the same time, it may also make some employees take risks, for example, there is cash back to pull deposits and other behaviors, so that the banking industry deposit competition continues to fall into "short-termism", with high interest rates, High cash incentives to attract customers.
In the face of fierce market competition, how should banks balance the relationship between performance and employee treatment?
Su Xiaorui believes that in the face of fierce market competition, banks need to do a good job in medium and long-term strategic planning, continue to make up for their shortcomings in various fields such as products, operations, and technology, and do a good job in accumulating work, and formulate reasonable performance targets according to the characteristics of each position.
Dong Ximiao, chief researcher of Zhaolian, suggested that banks should scientifically and reasonably formulate business development indicators, and performance appraisal should be more scientificThe mission objectives assigned by the "good start" marketing campaign should be reasonable and moderate, so that grassroots institutions and employees can "jump and reach". At the same time, banks should strengthen the marketing efforts led by the head office, and strengthen the training and guidance of grassroots institutions and employees in terms of customer marketing and product sales, so as to improve support services for grassroots institutions and employees.