February** Dynamic Incentive Plan Course Background: In the era of the transformation of bank outlets from service-oriented outlets to service-oriented outlets, banks can obviously not meet the needs of customers only by providing services to customers, according to the measures of other banks in the transformation of outlets: Industrial and Commercial Bank of China, Agricultural Bank of China, China Construction Bank and other major domestic banks are establishing the concept of service marketing to varying degrees. This shows that the service quality of the bank has become one of the important factors for customers to choose the bank. Therefore, service is very important for banks to win customers, and bank employees should clarify the relationship between service and their own interests, so as to consciously strengthen their own service awareness and implement the concept of service marketing.
In their daily work, bank employees should often think from the customer's point of view, often analyze and find out the deficiencies in their work from the customer's point of view, and think about how to carry out service work, learn advanced experience, analyze and summarize their own shortcomings in actual work, and gradually rectify and implement, so as to improve the marketing level on the basis of improving service awareness.
Course Benefits:
Get a holistic view of how your customers' needs for your bank are changing.
Systematically sort out the value of the bank to the customer.
Elaborate on the service-marketing relationship.
Fully demonstrate the importance of service mentality.
Strengthen the specific ability of service marketing.
Course Duration:1 day, 6 hours a day.
Course Audience:Bank tellers, lobby managers, wealth managers, operations supervisors, branch managers, etc.
Course Method:Lectures, cases, interactive experiences.
Course outline
Introduction:Reflections on the financial industry and business in the post-epidemic era
1.Re-evaluation of offline and online services.
2.Rebalancing relationships with professional marketing.
Tradition and wisdom are reconciled
1) Internet finance and traditional finance.
2) Mobile payment to share the market share.
3) There are many ways to compete in the same industry.
Changes in the elements of customers' business needs for financial services in the new era
1) Service experience.
2) Environmental experience.
3) Efficient experience.
Lecture 1: The Pressure of Bank Employees in the New Era
1.Lack of service skills.
2.Intensified competition in the same industry.
3.Rising customer expectations.
4.Fluctuations in customer demand.
5.Complaints caused by service errors.
6.Lack of staff, vague job responsibilities.
Lecture 2: Shaping and Adjusting the Positive Attitude of Bank Employees in the New Era
1.Learning mindset.
2.Marketing mindset.
3.Introspective mindset.
4.Choice mentality.
5.Inclusive mindset.
6.Empty cup mentality.
The third lecture is the improvement of bank employees' active service and marketing capabilities in the new era
One of the key elements of active service marketing: self-shaping
1.Physicality.
2.Degree of empathy.
3.Reactivity.
4.Professionalism.
5.Trustworthiness.
The second key element of active service marketing: refresh your thinking
1.Customer centricity vs customer is God.
2.Customer satisfaction vs customer loyalty.
The third key element of active service marketing: understanding the customer
1.Resonance.
2.Focus.
3.Instill.
The fourth key element of active service marketing: understand the product
1.Get your product right.
2.Understand customer needs.
3.Present customer benefits.
4.Analyze and compare.
5.Learn to demonstrate added value.
Lecture 4: Emotion and Emotional Intelligence Management in Bank Employee Service Marketing in the New Era
1. Four kinds of performance in the marketing of low EQ bank employees
Emphasizing the past and ignoring reality (traditional bank sell-side thinking).
1) Understand that today's banks (China) are different from what they used to be.
2) Understand that academic qualifications only represent the past, and learning ability represents the future.
3) Understand the need to go with the flow.
Too much self-esteem and grievances (give the customer a reason to like you).
1) How to face grievances in financial work.
2) Western pride and prejudice in the midst of the pandemic.
See the forest for the trees (zoom in on the marketing pattern, jump out of the product and talk about the product).
1) Vision determines the realm.
2) The pattern determines the future.
Obsessed with right and wrong, arguing about right and wrong (customers don't know you to prove that they are stupid).
1) Relative thinking is better than absolute thinking.
2) Horizontally viewed as a peak on the side of the ridge.
2. The relationship between emotional intelligence and IQ
3. The characteristics of a banker with high emotional intelligence
1.Good communicator.
2.Know how to empathize.
3.Be diligent in thinking.
4.Be proactive.