Course Title:Marketing Strategies Based on Customer Psychology - Customer Acquisition, Conversion and Management
Speaker: Jiang Junyang6 class hours
Course Target:Branch presidents, middle-level managers, and grass-roots employees of commercial banks.
Course Logic:
Establish the identification and screening of target customer groups in the nature of people's hearts and underlying logic, so as to accurately obtain customers, and transform and operate customers at a deeper level.
Course Outline:
Module 1: Six factors that affect customer psychology
(1) Benefits: short-term, long-term, comprehensive value, and interest amplification mechanism
1. Underlying logic: three psychological mechanisms of interests (compensation psychology, comparison psychology, and expectation psychology).
2. The application of bank customer feedback, the application of hall marketing, and the application of propaganda and advertising.
(2) Society: the basic factors that affect customer psychology
1. Underlying logic: political, economic, cultural and custom psychology.
2. Application scenarios: the marketing strategy of using social charity, and the marketing strategy of using social hotspots
(3) Group: A group of people with a sense of psychological identity
1. Underlying logic: refer to the psychology of groups, social classes, families, and gender groups.
2. Application scenarios: marketing psychology applications of different social classes, and marketing strategies of customers with different personalities.
(4) Communication: The more familiar you are, the more you like and believe what you believe
1. Underlying logic: AIMMA propagation law, Barnum effect.
2. Application scenarios: hall and outreach marketing tool design, online and offline linkage marketing strategy.
(5) Scenario: the impact of space (online, offline), atmosphere, and timing on customers
1. Underlying logic: external environment, internal environment, marketing display.
2. Application scenarios: the display strategy of marketing outlets, and the aggregation strategy of hall scenes.
(6) Emotion: In order to use less brain, human beings will choose to trust emotion
1. Underlying logic: enthusiasm, trust, warmth, and collective jubilation.
2. Application scenarios: elderly customer marketing, outlet space + third-party cooperation.
Module 2: New Thinking on Network Marketing Combined with Psychology
First, the new thinking of the marketing design of the first position of the outlets
1. Hall: Scene aggregation + customer experience.
2. Periphery: resource integration, channel diversion.
3. Online: Establish batch diversion mode (online, offline or G and B end diversion mode).
2. Innovation of scenario-based marketing models
1. Platform construction: division of labor (community co-construction) at all levels of cities, counties and outlets
2. Entrance to customer acquisition scenarios: property, community, community commerce, farmers' markets and educational institutions, public welfare;
3. Strengthen the basic customer group: create "advantageous scenarios" and detonate the basic customer traffic.
4. Conversion of key customer groups: Design transformation strategies around key customer groups in the community.
5. Improve the scene ecology: B-end and C-end integration, online and offline integration, and service marketing integration.
Module 3: New Thinking on Banking Service Marketing under Digital Transformation
1. The psychological changes of customers in the digital age
p People are establishing "intimate relationships" and emotional dependence with smart terminals, operating systems, and application software;
p Through the collection of various data such as behavior, with the help of algorithms and interactive tools, the product is integrated into the customer's subconscious to influence their decision-making
p The ease and speed with which customers can access products and services becomes a powerful motivator for customer decision-making
2. Customer journey design based on customer psychological and behavioral characteristics
Based on the analysis of the behavior and motivation of the whole contact point and the whole cycle of customers, ** and manage the future behavior of customers, and through the arrangement and planning of scenarios or strategies at each stage, improve the customer interaction experience and achieve the purpose of active customers and customer conversion.
Case: A bank's new customer contact specifications.
3. From raw customers to regular customers: 90-180 days regular customer plan
1. Establish associations.
2. High-frequency contact.
3. Check the demand.
4. Break through relationships.
5. In-depth operation.
Fourth, the membership business model in the era of open banking
1. Open the membership system under the bank's customer acquisition, live customers and business model.
2. Member day, hall exclusive area, product exclusive, group management strategy, etc.
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