Consumers' confidence in the ability to use a channel is very important. With the development of information technology, computer based service channels are favored by more customers, especially young people. When customers try to use a new channel, customer channels before using experience will play a big role, especially when the two channels are based on the same technology base, and is based on the network of the bank on the net. If the customer is skilled or experienced in the Internet, the experience of the customer's prior use of network technology or other electronic channels will increase the possibility of using online banking. That is, the willingness of the customer to use an online bank is influenced by his or her prior use of relevant technical experience. On the basis of satisfying customers' different needs, the corresponding channel is transformed or upgraded according to the change of customers' demands (FICHTER, & WISNIEWSKI, 2017). There are many factors influencing the willingness of customers to transfer. Some customers value the ease of use of channels such as the counter, while others value the cost factors (Guiding the Omnichannel Customer Journey, 2015). But customer channel transfer intentions can change, through the incentive marketing, so that when the customers are familiar with other channels, not only can improve the utility of customers to use a certain channels, improve customer satisfaction, and can improve the resource utilization of Banks, in turn, improve the Banks' earnings.
Classify customers according to their own attributes, so that Banks can understand the status of customers, clarify customer needs, and help Banks to formulate and adjust marketing strategies. This paper classifies the customers according to the customer channel value, clarifies the ownership of the customer channel, and provides the basis for the bank to develop multi-channel customer management strategy. According to the two dimensions of customer channel value and service cost, the customer can be divided into four categories according to the channel (Tompkins, 2015). This article divides the channel into four categories, each channel has four kinds of customers. There are different management strategies for customers with different channels, and the analysis is as follows.
Client: the counter for the counter value in a high cost of services to our clients and Banks should keep the high counter value of the customer, such customer is bank of high-end customers, to counter the high value-added business, this kind of customer Banks should try to reduce the service cost. For the counter value higher service costs low proportion of customers although small, but such is the bank's customer loyalty customers, should continue to develop the potential of such customers, cross-selling, take strategy consistently. To counter low value a customer service cost is high, this kind of customer occupy the counter service cost is higher, should try to guide customers to use service costs lower channel, if there is no hope value-added and only use the counter the customer, can consider to give up this customer (POPHAL, 2015)..
Online banking customers: net silver is one of the emerging electronic service channels, channels and service function only time counter, but due to time is shorter, utilization rate is low, customer for online banking for online banking customer value higher service costs high, although this kind of customer service cost is higher, but should continue to use the marketing strategy, make its maintain at higher satisfaction, increasing the chances of the incremental sales and referrals. For online banking customer service cost is high, low value a net silver can not plan for small but customer classification, the result of the low cost of customer value higher net silver to net, such customer is an ideal way to bank customers, Banks should expand the proportion of such customers. Net silver to a low value net silver low-cost customer, the customer accounts for larger, such customers have begun to use net silver but only simple business, while net silver low value but Banks focus on objects, Banks should strengthen marketing. Make it a high-net-worth customer (DEERING, 2015).
POS customer: POS machine is an important service channel for customers to use electronic money. POS value high service cost high customer, the bank continues to use the corresponding promotion strategy, is the customer maintains a high consumption record. Banks should be most responsive to the use of consumer but less valued customers to implement marketing strategies.
ATM customers, which have a strong correlation with the customer's own diamond level customer, but the customer channel chooses the important channel. And prolong the service time of the Banks of external window, at the same time, the business development is rapid, it can even provide sales tickets, tickets and other business, make, very good to satisfy customers' personalized requirements.
Can draw channels of Banks by adjusting the marketing strategy, can change the channel choice behavior, in turn, increase profits, namely to meet customer needs on the basis of maximizing profits and achieve a win-win goal. Implementing channel promotion strategy can change the channel usage behavior of customers, and the bank should work out different promotion strategies according to the evolution of customer status. Different channel promotion strategies are different for Banks to generate profits. The bank should make reasonable channel promotion strategy to maximize the bank profit. Banks should be consistent in implementing channel promotion strategies, and only continuous channel promotion strategies can enable customers to form channel loyalty.
The solution of the optimal promotion strategy under the win-win target can enable the bank to implement the corresponding channel promotion strategy according to the change of the state of the customer channel (Greengard, 2016).. Changing customer channel by channel strategy choice behavior, under the condition of satisfy the customer demand increase the profit of bank, the bank can be product at the right time, the appropriate channels to a demand for customers, commercial Banks should build a powerful integrated management platform, form the multi-channel management advantages, improve marketing channels added value, and improve the core competitiveness of commercial Banks, finally realizes the win-win between Banks and their customers.
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