Does it worth to have the WeChat-CRM at the beginning?
- iclick
- 2023-01-04
With the marketization of interest rates and the development of Internet finance, commercial banks are also facing more and more fierce competition in the process of development. In the era of Internet + Big Data, the marketing mode is becoming more precise and real-time, and the service mode is increasingly personalized and customized. Commercial banks need to have marketing strategies that meet the characteristics of the times to deal with the challenges of marketing methods and marketing management.
Challenge of marketing method: turning money-centered to people-centered
For a long time, the bank’s business process is still based on the needs of internal management and internal accounting. The development of banking business is based on the idea of “capital-centered”, and does not really put “customer-centered” into practice. The shift from capital-centered to customer-centered requires in-depth understanding of the various information of customers, a true understanding of their needs and consumption patterns, and then providing corresponding financial services according to their specific needs, effectively affecting customer behavior and ultimately achieving the goal of improving profitability.
Challenge of marketing management: group marketing turning to precision individual marketing
The competition of banking industry is reflected in the competition for customers, and in essence, in the difference of marketing concept and service means of banks. To change the concept, we should first clarify three basic questions: “Who are our customers?” “What do they need?” “What can we offer them?” On this basis, through the integration of products and channels, to provide customers with personalized services. Provide the right service to the right people at the right time.
Our Solutions
Parllay-Wechat CRM can make full use of WeChat official account data, combine with bank customer big data, fully tap customer value, and automatically precise marketing according to bank requirements. We will maximize the revenue of customers in stock, shorten the conversion cycle of users, reduce the cost of short message push by using the free advantage of WeChat, fully promote the growth of bank’s WeChat business, and improve the sales of bank financial products, the rate of user’s card binding and the rate of reading article of WeChat.
●Identifying bank customers in users
Due to the characteristics of the industry, commercial banks have huge and confidential user data. The particularity of the data makes it impossible for them to directly connect, extract and analyze by external interfaces. As a result, millions of trillions of WeChat users of each bank can not correspond with bank customers. In other words, customers at all levels of the bank can not be identified from WeChat user. For example, how to identify private bank customers from WeChat users and personalize one-to-one service.
（1）Identifying customers through specific templates
Parllay uses the user’s WeChat OpenID as the basis to obtain complete user profile through gender, age, location and other information. The bank only needs to synchronize the OpenID of the target recognition customer with the corresponding tag to the Parllay template, and the platform can accurately identify the target customer and then feedback it to the bank. This process does not involve any data security issues and hidden dangers of customer information disclosure. This method is especially suitable for the identification and screening of bank VIP customers. The bank synchronizes the VIP customer’s OpenID and its special tags into the Parllay template, and the platform can quickly identify and screen the customers and synchronize the behavior trajectory analysis.
(2) Identifying customers through QR code
Parllay can identify customers of different branches according to different QR codes of the bank. Banks can combine specific activities of different branches to carry out precise marketing, thereby improving the reading rate of articles and reducing the cost of sending short messages.
(3) Understanding user interest through interaction
This identifying method is the way that the platform identifies the user’s interest according to the user’s behavior trajectory on the Wechat official account, mini program and H5 page. Parllay found that on WeChat official account platform, 75% of users’ interactive behavior data were not displayed. From WeChat to H5 pages, different content marketing for different marketing scenarios and personalized post for users with different needs can improve marketing experience. For example, a user often clicks the credit card option menu when using the bank’s WeChat official account. The user may be interested in credit cards. According to the analysis of his/her subsequent behavior, the bank can determine whether he/she is an potential customer of credit cards, and then precisely post messages to improve the conversion rate of credit card applications.
●Customer-centered marketing analysis
User identification is the beginning and the most critical step of WeChat CRM, which directly influence the effect of follow-up precision marketing. User identification is followed by user analysis. Parllay advanced analysis module tracks user behavior in different scenarios and different business platforms, automatically identifies user cycle according to user behavior trajectory, comprehensively analyses the number, proportion and conversion time of users in each cycle, and makes a comprehensive and scientific analysis of user behavior identification.
For example, for private banking customers, banks can only grasp the information of their various transactions in the bank, but not the behavior on various online platforms. Even if the customer unfollows the bank’s WeChat official account, the bank does not know. There is undoubtedly a great risk in maintaining customer loyalty and repurchase rate. Parllay can analyze and summarize the online behavior trajectory of the bank’s VIPs, facilitate the bank to provide personalized one-to-one service and maintenance, effectively enhance customer loyalty and satisfaction, promote repurchase, and enhance profitability.
●Precisely post personalized message
User identification and analysis are completed, followed by precisely post messages.
Banks recommend banking products and services according to the users’ interest obtained from previous analysis, promote potential customers to bind cards and purchase financial products, and enhance the repurchase of financial products by old customers of banks. Parllay supports template message and can publish messages 3000 times one month, not 4 times. For example, according to the data obtained from user identification and user analysis, banks send financial product message to VIP customers to improve the repurchase rate; send credit card activity message to non-credit card customers to promote the development of credit card business; and send postfinancial management knowledge to non-credit card customers to increase user stickiness and promote transformation.
●Messages analysis
With the completion of the message sending, the whole process of WeChat CRM seems to have been completed, but in fact it is not. What is the specific effect of precise marketing? How many customer business transactions have been promoted? These problems have a direct impact on the next round of marketing planning and marketing effect. Parllay’s funnel analysis tool not only presents the bank with a complete funnel: the number of people who have received the message – the number of readers – the number of links clicked, but also shows the interactive trajectory of each user who clicked the links. Contrast the promotional data of articles in different time periods by innovative “activity management” mode, to help marketers continue to optimize their creativity and enhance the effect of content marketing.
The development and advancement of science and technology brings to the banking industry not only the improvement of technology and means, but also the collision of old and new concepts and the challenge of business growth. Only by combining advanced science and technology with management innovation and expanding banking business through efficient and convenient electronic channels can we broaden business areas with less investment and share the benefits of development with our customers. Customers are always the first assets of banks. Parllay helps China’s banking industry to truly focus on customer satisfaction and accelerate the development of WeChat customer relationship management.
