中国大型商业银行个人客户星级服务策略——A银行基于客户贡献评价模型制定服务策略的案例

The Individual Customers Star-rated Service Strategy of China's Large-scaled Commercial Banks——A Bank's Case of Developing Service Strategy Based on Customer Contribution Evaluation Model

客户贡献评价模型是基于客户终身价值理论对个人客户群进行精准细分的管理工具。商业银行通过资金营运收入、非利息收入、成本费用、风险成本四个因子评价个人客户贡献,并作为个人客户获取、发展、维护、保留等制定个人客户星级服务策略的决策基础。个人客户星级服务策略较全面地考虑了影响银行经营绩效的因素,注重使用分层服务的方式引导个人客户改变交易习惯,具有准确传达银行经营管理导向、实现以"客户需求为中心"的金融服务差异化、充分利用银行渠道多样化、精准地服务个人目标客户的优点,是提高个人客户价值、忠诚度和满意度,提升商业银行竞争力的高效管理手段。

The customer contribution evaluation model is a managerial approach based on customer lifetime value theory,by which individual customers are precisely classified.The contribution of individual customers is evaluated by the commercial banks in terms of operating income of funds,non-interest income,cost expense and credit risk cost,and based on which individual customers star-rated service is decided in terms of acquisition,upgrade,maintenance and retention of individual customers.Taking into account all the influencing factors on banks' performance,the star-rated strategy attaches great importance to the leading individual customers to change their transaction habits by offering diversified tiers of services.In this way,it enjoys the advantages of accurately conveying managerial principles,realizing the differentiation in providing customer oriented financial services and taking full advantage of multi-channels to provide the tailored services to certain individual customers.The strategy is a highly efficient managerial approach to enhancing the value,loyalty and satisfaction of individual customers,and to strengthening the competitiveness of commercial banks as well.