| Financing behavior is different from general consuming behavior. It's a kind of investment and planning behavior, which purpose is to meet people's special needs. As the promotion of standard of living and the widening of the income gap, people's personalized financial needs are growing. At present, the personalization deficiency of personal financial services of civil commercial banks is more notable, such as product similarity and simplification, thinking less of clients' profession, character, custom, life cycle, and risk preference. ICBC Changchun is also facing above problem. The paper tries to research from this point, analyze the bank's personal financial services based on theories of "4Cs" and new research results, formulate the personalized design, seek to establish effective model of personalized financial services, provide high-quality and high-level service, and realize the maximum profit of the bank's personal financial service at the same time.Personalized financial service emphasizes "customer-centric", regards customer's personalized needs, and differs form general and mass financial service. While considering common characters of service objects, it integrates more personality factors. Carrying out personalized financial service is the request of customer's diversified and transferring financial needs, banks gaining competitive advantage, realizing sustainable development, and truly reflecting the "customer-centric" idea. "4Cs" marketing theory provides guidance for how to establish effective service model and meet customer's personalized needs by studying customer's needs and wants, customer cost, convenience and communication. "4Rs" and "4Vs" theories then provide references on higher level.ICBC Changchun's personal financial service faces the problem of personalization lacking. According to the investigation we find that the bank doesn't do well in personalization of personal financial services. The functions are simplex, aiming mainly at the masses. The specialist-services such as the "elite club" develop unfavorable. People assess common to ICBC Changchun's financial services. The service price and service efficiency are relatively poor. The bank's financial service can only meet the general needs of clients, hasn't met the special needs well, and hasn't made clients feel satisfied. The first that needs to improve is service efficiency. The others are personnel ability, professional degree, financial products' varieties and functions, service price etc.On the basis of investigation analysis, the next step is to make the specific personalized financial service programme. The programme makes design in strategic objectives, service framework, service process, service channel and so on. It focuses on integrating and outstanding personality factors, at the same time, extending to management framework, brand construction, financial products and services innovation etc, and making it become a systematic implementation programme.The operating strategies include: 1.Marketing strategy. That is to take differential services toward quality customers and general customers, and to win and retain quality customers by personalized, diversified, high-quality products and services. 2.Product strategy. Enhance R&D and innovation. Develop financial products that adapt to customers of different levels. 3.Service strategy. Through improving service quality, gain customer's satisfaction, loyalty and profit contribution. 4.Brand strategy. Pay attention to brand marketing, highlight their business and service characteristics, and establish a good reputation and image in the eyes of customers.The operating objectives include: 1. Establish a good market positioning of financial service. Transform profit model from basing on general customers to basing on quality customers. 2.Build up the idea of "Customer First". To meet the customer's needs, the bank should establish a qualified and effective personalized service system. 3.Overcom systematic restrictions, and promote business expanding and innovation. 4.Regulate the process and management of personal financial service. Improve service efficiency and professional quality. Keep customer's higher degree of satisfaction. 5.Promote personal financial service's revenue for continuous and rapid growth. Keep a leading position in local banking industry. Achieve the maximum profit of the personal financial services.As to personalized financial service framework, the writer described from four aspects, which are customer needs analyzing, service pricing, service convenience and communicating. For customer needs, the writer introduced the model of "Investment Demand and Objectives Analyzing", "Customer Investment Preference Analyzing" and "Customer's Attention to Financial Ratios". For service pricing, the bank should think generally about bank cost, attractiveness to customers, other banks' similar product and service price, service fees and charges etc. The bank should continuously strive to lower service price, and provide post-value service. For service convenience, the bank should improve efficiency, shorten customer's waiting time, and reduce unnecessary repetitions and mistakes. For communicating, the bank should respond at the first time to customer's request, solve customer's problem with fastest speed, actively and properly handle customer's complaints. For personalized financial service process, the writer described from seven aspects, including client relationship establishing, client's information collecting, financial analyzing and evaluation, financial plan making, financial plan implementing, performance tracking and client relationship maintaining. For service channel, the bank should build and improve multi-means to provide more personality options and convenience.To meet the needs of personal financial business development, the bank should carry out the client-cross-business management structure, and provide customers "one-stop service", "direct-client service". Strengthen personal financial service personnel management. Further divide classification, clearly define responsibilities, and improve quality. Enhance the personal financial manager training, certification and assessment mechanism. On brand building, firstly, the bank should promote the service idea, create maximum value for customers; secondly, optimize human resource, construct excellent financial team; thirdly, improve marketing publicity, enhance cultural connotation. Furthermore, the bank should also enhance personal financial products and services innovation.The implementation of personalized financial service is a long-term project. After determining the basic programe, the bank might still meet some problems in performing. The main are the implementation not in place, legal risks increasing, human resources lacking, conflicting with other business and so on. To ensure the smooth implementation of the programe, the bank should take the following measures: The first is to gain support of higher level and the bank's leadership; the second is to study and formulate corresponding measures, strengthening the implementation of the programe; the third is to pay great attention to prevent and control financial business risks; the fourth is to improve professional abilities of financial personnel constantly. Generally speaking, the design is preferable both in theory and practice. It will exert a positive influence to ICBC Changchun's personal financial business development and forming core competitive advantages. |
