基于RFP&C模型的个人网上银行客户体验设计研究

Design and Research on Personal Internet Bank Customer Experience Based on RFP&C Model

随着个人网上银行业务增长速度的放缓,严重的同质化竞争和第三方支付机构的冲击使得客户难以对个人网上银行建立信任和忠诚。客户体验与客户体验管理为个人网上银行解决产品服务的同质化问题、重新取得竞争优势找到了出路。在传统RFM模型的基础上,本文引入收益总额以及利润和成本节约属性,构建RFP&C模型,并对个人网上银行客户进行细分,然后针对不同类型客户在体验需求方面的差异进行客户体验设计。

As the growing speed of personal internet banking slows down, serious homogeneous competition and impact brought by the third-party payment institutions make it difficult for customers to build trust and loyalty for a personal internet bank. Customer experience design can help to find the solution and regain competitive advantages. Building upon traditional RFM model, this paper introduces the properties of total income and profit-cost saving to form RFP＆C Model, segments personal internet bank customers, and adopts customer experience design according to the distinct experience demands for the different customer segments