Test point 1: Classify customer information according to financial planning needs
The most critical link in the work of a financial planner
❤Comprehensively understand customers and accurately grasp needs❤
| Three categories of customer information | Basic information, financial information, personal interests and life planning goals |
| Financial Information | The basis and basis for financial planning by financial planners: family income and expenditure, assets and liabilities, financial arrangements, benefits, etc. |
| non-financial information | • Basic information, personal interests, age, investment preferences, expected goals, risk tolerance Family burden, flexibility of financial management goals, financial status, investment purpose, income expectations, risk preference, liquidity requirements, risk awareness and risk loss tolerance, etc. |
| Quantitative information | Financial information, policy information, employee benefits, investment scale, pension planning |
| qualitative information | Level of financial management knowledge, outlook on money, investment preferences, economic status, etc. |
| Classification by risk attitude | Risk-loving, risk-neutral, risk-averse |
| Classification by client assets | • Public customers (AUM less than 500,000) • VIP customers (AUM 500,000~6 million under management) • Private banking customers (AUM more than 6 million) |
| Classification by customer profit contribution rate | • Customer profit contribution: The value created by customers for the bank within a certain period of time • Customer contribution index, comprehensive contribution = comprehensive income - operating costs • Including: deposit (loan) contribution, bank card (intermediary business) contribution, (average) Comprehensive contribution |
Test point 2: Maslow’s hierarchy of needs theory
Human needs are ranked from low to high
- Physiological needs
- Safety requirements
- Love and belonging needs
- need to be respected
- self-actualization needs
Test point 3: Family life cycle
| family formation period | • From marriage to the birth of children, expenses increase with the birth of children • Accumulated assets are limited, the mortgage burden is high , and the pursuit of high risks and high returns |
| family growth period | • From the time when the children are young to the time when the children become financially independent, the number of family members is basically fixed • Accumulated assets increase year by year, and the mortgage burden is high • Begin to pay attention to investment risk management |
| family maturity | • From the time when the children become financially independent to the retirement of the couple, the number of family members decreases • Income and assets reach peaks, and expenditures decrease • More risk-averse, reduce investment risks, pursue stable returns, and prepare for retirement |
| family aging period | • From the time both spouses retire to the death of one spouse • Pay off pre-retirement debts • No large, long-term debts |
Test point 4: Personal life cycle
| exploration period | 15～24 years old |
| establishment period | 25～34 years old Moderate financial investment , accumulation of experience, and high returns |
| stable period | 35 to 44 years old • Reserve more assets, accumulate wealth, and prepare for a rainy day • Make investment plans, family cash flow plans, and insurance plans • Consider regular fixed-amount fund investments and other methods |
| maintenance period | 45 ~ 54 years old • Insurance plan: pension, investment policy • Financial management activities: increase income, accumulate pension • Diversified portfolio investment |
| Plateau period | 55 to 60 years old Properly manage accumulated wealth, proactively adjust investment portfolios, and reduce investment risks |
| retirement period | After the age of 60, the investment portfolio is mainly fixed income investment instruments. |
| • 注： 消费水平在一生内保持相对平稳水平 | |
考点5： 不同客户的分类及开户资料
• 数据挖掘:从大量的数据中， 抽取有价值的数据的过程。挖掘客户属性及需求，
包括
• 地址、 年龄、 性别、 收入、 职业、 教育程度
• 购买习惯及风险承受能力等方面
• 留住老客户： 关联分析和数列模型分析， 分析已流失的客户数据
• 根据已流失客户的特点， 预测现有客户中有流失倾向的客户