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以“互联网+”为特征的创新2.0时代下,金融理财机构和理财师需要重新思考同用户的关系。体验参与式创新便是强调以人为中心的思维和视角去定义传统产品、流程、服务,这样也为客户关系管理系统以及关系营销带来新的思考。基于此背景下,本文创造性地将基于微信公众平台的微名片应用与客户关系管理系统结合,以金融理财行业为例,通过论述现今该行业客户关系管理的流程的不足,提出微名片的应用点和意义,为客户关系管理系统以及关系营销提供可实施的工具应用和方法,即创建客户参与式的客户关系管理金融理财商务流程的统一机制。
In the 2.0 era characterized by “Internet +”, financial institutions and financial planners need to rethink their relationships with users. To experience participatory innovation is to emphasize the people-centered thinking and perspective to define traditional products, processes and services, which brings new thinking to customer relationship management system and relationship marketing. Based on this background, this paper creatively combines the application of micro-business card based on WeChat public platform and customer relationship management system. Taking financial financial industry as an example, by discussing the shortages of the process of customer relationship management in this industry, And implications for customer relationship management systems and relationship marketing tools to provide an implementable application and method, that is, to create a customer participatory customer relationship management, a unified financial financial business processes.