Then, as an account manager of a bank, how should he accurately perform his duties and actively do a good job in customer marketing in today's market economy environment? This is a problem that needs our serious consideration. Through work practice and observation and analysis, the author puts forward the following immature ideas, and asks leaders and peers to give advice. Thinking 1: the responsibility and positioning of the account manager "account manager", as its name implies, is to manage customers. Customer is the main object of bank management and the core of account manager's work. Based on this concept, the bank has established an account manager system since its establishment in 2004 and has been implementing it ever since. At present, the main job of our account manager is basically to handle credit business, from pre-loan investigation to credit granting to borrowers, from loan issuance to post-loan management. On the surface, the work is orderly, the office and business hall are crowded, and the account manager is also seen in the fields and workshops. However, turn off the computer, close the ledger and ask yourself, how many customers do we really know? How many new customers have we marketed and how many old customers have we lost? Have we really fulfilled our responsibilities as account managers? As the marketing representative of the bank, the account manager is the bridge between the bank and the customer. All the work of the account manager is to actively provide customers with all-round, multi-functional, serialized and comprehensive financial services on the basis of in-depth understanding of customer needs, and continuously deepen the cooperation between the two sides. Marketing products on behalf of banks, providing full service to customers, vigorously developing high-quality new customers and increasing financial market share are the basic duties of account managers; It is an important responsibility of the account manager to continuously strengthen the existing customer relationship and maintain and serve the existing customers. Thinking 2: Working Status of Account Managers 20 10 In the first half of the year, Wuxi Branch of Agricultural Bank of China conducted a survey of its five branches with account managers. After investigation, it is found that the main work of account managers can be roughly divided into four parts: (1) handling credit business. Dealing with all kinds of credit business and credit-related business takes up more working time of account managers, especially those in township outlets with relatively many credit customers, who spend most of their time dealing with credit business and basically play the role of loan officers; (2) operating various systems. Operating various systems takes up about 15% to 20% of the daily working time of account managers on average; (3) Handling all kinds of report mails. At present, account managers not only have to analyze and process the financial statements submitted by customers, but also often count various internal summary statements, which consumes a lot of time; (4) Other matters. It mainly includes the annual credit rating, customer classification, credit evaluation, annual inspection of loan cards, etc., which restrict the work energy of account managers. After investigation and analysis, the following problems are found: (1) The phenomenon of "housekeeping" of account managers is prominent. In township outlets, especially those with more credit customers, background work takes up 70% to 80% of the account manager's time, and there is too little time to really expand customers; (2) The account manager has a heavy workload. Many account managers report that the workload is too heavy, and it is "common practice" not to rest at noon, to work overtime after work and to work overtime on weekends, so they have no time to take care of customer marketing and maintenance. Even when I go to the enterprise, I often collect reports and materials, and I will go back without saying a few words. In the long run, the feelings with customers will be unfamiliar, let alone expand new customers. The account manager didn't really go to the market and customers. Idea 3: Establish the "customer-centered" business philosophy and the premise of the "customer-centered" business philosophy, emphasizing that customers decide on services, business and management to promote services, and provide differentiated services for different customers according to their different needs and bank classification requirements. All the activities of the account manager should take meeting the needs of customers as the starting point and destination, and take it as their responsibility to provide customers with solutions and methods to solve problems. Whoever has good service, customers will feel that their value is high, and who will gain the trust of customers. At present, in our usual business development and maintenance process, there are not many people who can really provide quality services. We should fully realize that even if the marketing work is done well, the marketing effect will be greatly reduced and even the business development will be seriously hindered because the service quality can't keep up. Therefore, in the future work, we should pay close attention to service quality, improve service quality, and cultivate more high-quality customers and loyal customers. Win by service. Under the same conditions, approach and win customers earlier than competitors. Thinking 4: "All-round and integrated" marketing strategy is the key. "Marketing" is not "sales". We are not street vendors selling clothes. Our marketing target is conditional and selective, not everyone is a guest. We should try our best to ensure that the products we sell are safe and the banks are profitable. Purposeful marketing can often save us more time. In the past marketing, we overemphasized the marketing of loans and neglected some other products, such as bank acceptance bills, discounts, credit cards, payrolls and so on, which can make our banks profitable. In the future work, we can develop some "packages" in a planned way, and make different kinds of product combinations according to the "tastes" of different customers, so that customers can use our products more. As long as we can make the bank profitable, whatever we sell will be successful. Thinking 5: It is basic to do a good job in credit business and guard against risks. As account managers, most of our work is in the credit business. To run the credit business well, we must adhere to the "four transparency". First, the credit policy should be thoroughly understood. Only by mastering the credit policy can we better innovate products and better meet the needs of customers. Second, enterprise management should see through. Understanding the business situation of an enterprise is an important means to identify credit risks. The investigation of an enterprise must be comprehensive, not just looking at the financial statements provided by the enterprise. Third, the business operation should be thorough. We must not be careless in the handling of credit business, and every step must be strictly implemented in accordance with relevant rules and regulations. Fourth, post-loan management should run through. Post-loan management must be meticulous, and it is necessary to go deep into the enterprise to conduct on-the-spot investigation and grasp the truth through the phenomenon, not just in the risk management system. Only in this way can we ensure that while marketing customers, we can find the signs or hidden dangers of risks in time and take necessary measures to minimize or zero possible losses. Thinking 6: Improve one's own quality and cultivate comprehensive consciousness. The comprehensive qualities such as business ability, knowledge level, manners and manners displayed by account managers in their communication with customers are not only related to their marketing performance, but also related to the social image of Xiaoshan Rural Cooperative Bank. Therefore, we should constantly improve our comprehensive quality. With the intensification of competition in the financial market, it is difficult for account managers to achieve results in marketing if they rely solely on traditional marketing methods and trust relationships to find ways to treat guests and give gifts and compete for drinks. Because what we can do is easy for others to do. The customers we face are distributed in all walks of life. Different customers have different hobbies and specialties. We should study hard, increase our knowledge and talents in all aspects, learn "where to go, which song to sing", and take the initiative to talk to customers about topics they are interested in, so as to find a common language, quickly narrow the distance with customers, establish an emotional foundation with customers, and achieve unexpected marketing results. In addition, we should cultivate all kinds of consciousness, especially "crisis consciousness" and "innovation consciousness". Without a sense of crisis, there will be no pressure, and pressure will breed inertia, fail to make progress, wither on its own, and lose without a fight. In the era of market economy, the strong are always strong, and no bank is absolutely superior. Today, our bank is still in an advantage in Xiaoshan, but with more and more commercial banks entering Xiaoshan, it may be at a disadvantage tomorrow through fierce competition. As a window for banks to contact the financial market, account managers should establish this sense of urgency and crisis, feel the pressure of competition at all times, thus generating motivation and making our business development full of vitality. Because of the homogeneity of bank products and the difference of customer needs, the winning bank is often guiding its competitors to develop better and better products and services than itself. If you don't advance, you will retreat. This requires us to cultivate a sense of innovation. The innovation of account managers must combine our existing products as far as possible according to the individual needs of customers, and develop new products on this basis to meet the needs of customers and consolidate our customer resources. In short, in the financial environment, to be a qualified account manager, we must really perform the duties of account managers, do a good job in customer marketing, develop new customers, consolidate old customers, expand high-quality customers, cultivate loyal customers, establish the image of account manager of Xiaoshan Rural Cooperative Bank, and build Xiaoshan Rural Cooperative Bank's own brand, so as to maximize bank profits. Author: Nanyang Sub-branch of Xiaoshan Rural Cooperative Bank 20 10 year1Feb.