Study On Service Marketing Strategy Of HF Bank Call Center

Stepping into 21 st Century,after nearly twenty years of rapid development,China call center industry is in the stage of function orientation and operation mode transition,call center has become the most important part in the large and medium-sized enterprises,particularly in banking industry,and the function call center shoulders is going to shift from the traditional customer service hotline to service and marketing channel,and HF bank call center is also facing the same pressures and opportunities in the transition.It means HF bank call center must change its single concept of customer service,introduces the service marketing strategy,provide a new means of promotion and customer retention so as to achieve two aspects of service and sales.But obviously HF bank call center is not well prepared for the transformation in advance,resulting in difficulties in operation,not only fail to meet sales targets,but also lead to negative impact on KPI of customer service.The overall operation runs into trouble.Exploring the reasons,it is due to HF bank call center traditional marketing model which restricts the smooth transformation and reform.The trend of industry upgrade urges HF bank call center to adjust its market positioning,adopt service marketing strategy 7P theory to daily operation,make improvement on each process of operation so that the transformation would be successfully completed in a short while.This article follows the method of literature research,the method of case analysis,the method of statistical analysis to carry on research.Relying on service marketing theory of 7P,using the PEST method,firstly it will have the status quo and development trend of Chinese call center industry;then there will be an analysis on HF bank call center's external environment and internal resources,and the problems of HF bank call center in the process of transformation and upgrading and the reasons for using the service marketing in the 7P strategy theory to analyze and propose solutions to China call center industry,especially the transformation of banking industry upgrade provides a reference and practical meaning of reference,with a clear future call center in the enterprise's core position: customer care center.