Customer Demand Driven Precision Marketing Case Study

Precision marketing refers to relying on modern information technology methods to accurately locate target customers.It based on customer-centric and customer demand,by establishment of personalized service and marketing system,to enhance customer experience,increase business results and to achieve expansion which is efficient,measurable and low cost.The core theory of precision marketing is that the marketing system and marketing methods change to be more and more accurate.By using measurable methods to build precision marketing system,so as to achieve sustainable development and lower cost business objectives.Customer relationship management is pointed to provide full range of customer management perspective,improve the entities' ability to communicate with customers,and to maximize business profitability.In addition that customer relationship management(CRM)system includes a set of principles,but also it's a set of software system.Through apply CRM system,it helps to assist the whole customer life cycle of taking the customer as the center,and helps to improve customer value.This paper will base on data from customer relationship management system of Harbin bank,to do research of customer demand driven precision marketing cases,and analyze the precision marketing results.The purpose of this study is by taking Harbin bank as an example,to discuss appropriate methods of precision marketing.In this paper,the research includes precision marketing theory,customer relationship management system,data model and statistical analysis,etc.It will take Harbin bank Harbin branch customer information as clues,adopt the way of staff interview on the investigation of the current situation of retail loan business marketing business,to understand the process of marketing activities of Harbin branch,and to analyze customer data and customer transaction behavior change,choosing existing customer loan products to analyze,and with the combination of data mining methods to find customer needs and marketing opportunities hidden behind the transaction events.And then conduct white-collar loan product marketing activities through text messages,e-banking,mobile banking,WeChat banking.According to the results of marketing activities,to compare with the results of previous traditional marketing activities,to validate the feasibility of customer demand driven precision marketing method in Harbin bank.Eventually to increase higher customer acquisition and retention,reduce customer losing,improve customer satisfaction and loyalty,and assist to achieve business objectives of the bank.