Research On Customer Experience Oriented Service Marketing Strategy Of C Bank Suzhou Outlets

With the contemporary macro-environment,Chinese economic has been going through its own transformation and revolution period.New ordinary format and new direction bring up with the new development opportunities.Interest rate liberalization,financial internalization,comprehensive management and internet financing development bring more challenges to financial industry.In this new environment,bank outlets will have to be compliance with consumer behavior habits and demand features raised from the era of"Internet+".The customers used to be go to the bank outlets to get financial services,but now they can enjoy convenient financial services anytime and anywhere through multi-channel,multi-mode and multi-scenario.Thanks to the innovation of Internet finance,the behavior of customers in bank outlets has changed.The outlet is no longer simply for transaction payment operation but works as a place for customers management and effective interaction with customers.The relationship between customer experience and bank performance has become more and more compacter.The bank outlets must "take customer experience as the core".For the C Bank Suzhou outlets,in order to achieve the enterprise’s development strategy,it has to based on the market.In order to realize the enterprise strategy,the service marketing strategy is also based on the market.The bank outlets is the foreword position of the customer service and the management.With the disappearance of flow dividend,scene-based customer experience,customer precision marketing and deep integration of offline and online become the inevitable choice for banks.In this situation,the service marketing strategy of bank outlets needs to focus more on customer experience,personalized service,human interaction and other advantages.However,C Bank Suzhou outlets’ service marketing strategy can not really meet the customer experience.How to effectively optimize the customer’s route in the bank,let them have a satisfactory experience?How to bring staff’s initiative into full play,let the customers take part in the marketing affairs?How to serve each customer who go in the bank,let them feel better?How to bring into play the spirit of cooperation,let them want to establish co-operative ties with us?To solve these problems,this paper is written based on the service marketing project led by the author in the Bank C outlets.Through doing survey with clients,investigating dozens of the outlets nationally,it aims to discover and solve problems gradually;explore further about the service marketing model upgrade in Bank C Suzhou outlets;propose to optimize the outlets layout configuration and district management;build up the collaborative service procedure based on triangle end-to-end&"one team to one customer" model;manage the outlets traffic actively by utilizing tidal phenomenon;build the client journey-based scenario service marketing procedure,strengthen the micro salon atmosphere building and set up systematic and digital network services sales operation system strategy to improve service marketing strategy.It also presents the requirement on the evaluation,management and solidification inspection assurance.The optimization of service marketing strategy of C bank Suzhou outlets can integrate the staff team,enable their high-quality service sales ability to bring good emotional experience to customers,improve brand recognition of C bank Suzhou,and finally promote the effective transformation of service quality to efficiency.At the same time,it will further drive the innovative operation of commercial banks in other banks,accelerate the pace of overall banks reform and transformation,and promote the sustainable and healthy development of commercial banks in the new normal.