Project experience: Online Banking Marketing

Recently, the mood is good, on the one hand, the successful bidder of the Shenzhen Development Bank's "online Banking Customer marketing System", on the other hand, is invited to participate in the September 24 global Internet Conference, the speech "dedicated to the promotion of mobile precision marketing ROI," for a mobile business person, to be able to Especially in the field of online marketing recognition, is not a matter of pride? Here, share some happiness with you.

A few months ago, we received the invitation of Shenzhen Development Bank, mainly for their online banking to provide a message platform to support their marketing and customers, the domestic provision of SMS services, the major enterprises are involved in the project.

The first time to Shenzhen Development Bank is our project manager, the main purpose is to understand the requirements, our project manager came back not too active reporting this project, inadvertently I asked the project progress, he said the opportunity is not very big, because the customer bidding project is "Online Banking customer marketing System", while customers in Shenzhen, Not very well advanced ... Heard here, I told him that this project we have become, because we are a CRM, I asked him to inform the chief Account Director immediately, convened a demand for deep development project seminar.

We analyzed the information that the customer submitted to us and the project manager's communication record with the customer's relevant role. We understand that customers have eight major business, such as online Banking, fund Qualcomm, electronic tickets, etc., hope that through the establishment of efficient and accurate interaction with users to promote business development, SMS is the main means of their choice, From this we conclude that the customer is not a simple SMS platform embedded, in terms of customer demand characteristics, the deep development of the project objectives is very obvious, because the characteristics of the banking business is the profit from multiple services, so hope that through effective interaction to promote cross-selling and repeat consumption.

In this goal, there are two major difficulties, one is customer information integration, to achieve effective classification, the second is the means of communication, a single way can not meet business needs. So we submitted a database based online marketing program.

In the speech, I asked the chief Account Director stressed that customer resources is the fundamental development of enterprises, the establishment of enterprise customer resource management is the prerequisite. Therefore, in perfecting the basis of customer information management, establish direct marketing for different customers, we can not only provide communication platform based on unified communication, such as SMS, mail, online conferencing, more can provide relevant marketing services, such as communication templates, phrase library, communication programs, data services, feedback reports, So we got this project.

The project is being implemented, we provide a CRM based online marketing platform, marketing platform front-end with the bank's business system docking, but also with the corporate web site docking, support its search marketing, thereby establishing a potential customer information base, marketing platform background can communicate with the platform, Mail platform, online conferencing platform connection, Support SMS Marketing, email marketing, online conference marketing, etc., through the construction of this platform not only to achieve the effective integration of customer information, the establishment of the enterprise's customer resource pool, but also the use of mobile communications, email, online conferencing and other new technologies and means to support enterprise marketing and customer service.