A Study Of Improving Satisfaction Of VIP Customers In XZ Branch Of Agricultural Bank Of China

Under the influence of the Globalization,the Financial System Reforms in China have increasingly deepened,competition in the banking industry,particularly in terms of individual customer resources,has become fiercer.As the universally acknowledged Pareto principle(also known as 80/20 rule)in the international banking industry indicates,80%of profits come from 20%of customers.That means,stable VIP customers could bring constant profits,VIP customers,however,are more demanding than ordinary customers in terms of banking products and services.How to grasp VIP customers and improve their loyalty and adhesion by improving their approval rate,these the pivotal problems and challenges our commercial banks face.As a state-controlled bank,the Agricultural Bank of China has strong capital,numerous outlets and a wide customer base.It seems to have unique conditions,but it also has multiple impacts on financial intermediaries and Internet finance.To enhance its core competitiveness,it must be deeply understood.VIP customers'internal needs and learn from the advanced products and service concepts of domestic and foreign commercial banks to improve customer satisfaction.The Agricultural Bank XZ Sub-branch is located in the Baima Business Circle.It is surrounded by mature commercial districts and transportation hubs.It is home to many banks such as Hangzhou Bank,Huishang Bank,and Science and Technology Rural Commercial Bank.In the face of fierce competition from the same industry,despite the good customer base,due to the lack of refinement of the management and maintenance of VIP customers,coupled with the low level of product interest rates and poor product richness,the development of outlets is slow.Customer resources are lost.To improve this situation,it is extremely urgent to improve customer satisfaction and improve the competitiveness of outlets.This paper firstly expounds the related theoretical concepts such as customer satisfaction,customer loyalty and bank VIP customers,7Ps service marketing theory,and uses PEST and SWOT analysis methods to analyze the internal and external environment of XZ branches,their advantages and disadvantages,opportunities and threats.Lay the relevant foundation for the later research.Then,using the literature method and the questionnaire survey method,based on the previous research results,the XZ Branch Individual VIP Customer Satisfaction Questionnaire was designed.The XZ Branch personal VIP customers were the main body,and the online and offline questionnaires were distributed.Collecting and statistics,through the relevant data,the main problems of the current marketing environment and marketing strategy of the outlets are obtained,and the causes of the problems are analyzed one by one.The questionnaire focused on the five dimensions of environment,service,product,brand image and security.A total of 35 questions were designed.The VIP customers of XZ Branch were investigated online and offline.A total of 238 valid questionnaires were collected and obtained.The VIP customer experience situation,through the collation of the questionnaire data,came to the following main problems of XZ outlets:(1)The products are less competitive than their peers.(2)The VIP customer management is extensive and the difference is not obvious.(3)Insufficient staffing of posts,service level needs to be improved.(4)The degree of system intelligence is low,and the business process is not streamlined.(5)The network infrastructure of the outlet is limited and the customer experience is poor.Finally,this paper proposes marketing strategies for the above problems:(1)improve the infrastructure of the outlets,create a more convenient parking environment and comfortable business handling environment for customers;(2)through peak shift scheduling and strengthen coordination between posts Simplify business processes,improve complaint handling mechanisms,and improve employee service efficiency and service quality;(3)Innovate products and provide customized product customization.When designing products for customers,they should fully consider their differentiated needs and serve customers.Develop a personalized product portfolio that best suits its characteristics;(4)Promote corporate brand and corporate image,do employee care and customer care,and enhance corporate soft power;(5)Strengthen risk control lay a solid foundation for operations,and strengthen credit Management,strengthen security work and improve product safety.Based on the principle of "customer-centered",through the above strategies,improve products and environment,improve service to enhance customer satisfaction,and enhance the core competitiveness of outlets in the surrounding markets,so as to achieve a win-win situation for customer satisfaction and network development.