Research On Customer Satisfaction Of Credit Card Telephone Sales Of China CITIC Bank

The credit card was born in the British clothing industry in the late 19 th century,but it was not until the mid-20 th century that the US banking industry began to officially issue as a financial institution.Today,credit card business,as a personal financial service based on payment and credit consumption,has won a broad development space and market prospects with non-cash,fast and convenient,safe and transparent,overdraft and other transaction characteristics.As a major supplement to the credit card offline direct sales business,domestic commercial banks have launched fierce competition in the telemarketing business.CITIC Bank Credit Card Center is based in Shenzhen and serves the world.As a pioneer in domestic credit card telephone marketing,how to give full play to the advantages and advantages of telemarketing,facing the competition of the industry and the opportunities and challenges brought about by the rapid development of information technology such as the Internet and big data.Improving credit card customer satisfaction,maintaining existing customer loyalty and attracting more new customers has become a key task and a new growth breakthrough for CITIC Bank's credit card business.Based on the related theories of customer relationship management and customer satisfaction,this dissertation takes credit card customer satisfaction under CITIC Bank's telemarketing method as a research issue.Through the collection and collation of relevant information and data of CITIC Bank credit card marketing in recent years,the design and analysis of questionnaires,and the identification of internal and external environmental factors,we identify the key factors affecting customer satisfaction of credit card telephone marketing,and address these key impacts.Factors and CITIC Bank's own resources and capabilities,proposed the CITIC Bank credit card telephone marketing channel customer satisfaction improvement strategy.The research in this dissertation shows that there are four key factors affecting the customer satisfaction of CITIC Bank credit card telephone marketing: product,cost,core service and employee competitiveness.Among them,in terms of products,the implementation of product innovation and product portfolio strategy to enhance customer satisfaction in the pursuit of personalized,customized and other needs.In terms of expenses,the unified pricing mechanism was broken,a differentiated product price system was established,and the satisfaction of diversified demand of different customer groups was improved.In terms of core services,we will build a comprehensive telemarketing service platform to increase customer satisfaction with value added.In terms of employee competitiveness,the implementation of an incentive mechanism that combines quantitative assessment and talent cultivation to enhance employee satisfaction is a prerequisite for improving customer satisfaction.In theory,this dissertation avoids the use of a single indicator to measure the defects of customer satisfaction.In practice,it fully understands the customer's evaluation of CITIC Bank's credit card telephone marketing service,and finds the key factors that can improve the overall customer satisfaction for CITIC Bank Credit Card Center,and proposes customers.Satisfaction improvement strategy,which has certain guiding significance and practical application value for the further development of CITIC Bank's credit card business,and provides reference for the development of other commercial banks' credit card business.