“每天要加十几个，完不成扣钱或加班”！银行员工为企业微信考核伤脑筋，有人去电商买量，还有同行发帖求“互加”

Core Viewpoint - Banks are increasingly implementing performance assessments based on the addition of clients on enterprise WeChat, reflecting the pressure on retail banking amid declining revenues and profits in the sector [1][17]. Group 1: Performance Assessment and Pressure - Many banks have set specific targets for adding clients on enterprise WeChat, with some requiring customer managers to add up to 100 clients per month, leading to significant pressure on employees [4][6]. - Employees are sharing their enterprise WeChat QR codes on social media to meet these targets, often incentivized by monetary rewards or penalties for failing to meet the requirements [2][5]. - The assessment mechanisms include strict monitoring and penalties, such as deductions from salaries for not meeting the required number of added clients [6][9]. Group 2: Rationale Behind Enterprise WeChat Adoption - The push for enterprise WeChat is partly to prevent "client privatization," ensuring that client relationships remain with the bank rather than individual employees [9][10]. - Banks view enterprise WeChat as a tool for unified client management, allowing for better data collection and analysis of customer behavior and preferences [9][10]. - The financial industry is facing rising customer acquisition costs, making effective client engagement through platforms like enterprise WeChat increasingly important [10][17]. Group 3: Challenges and Misconceptions - There are significant challenges in the implementation of enterprise WeChat, including the perception that the current assessment system is flawed and does not effectively utilize the platform's potential [13][16]. - Many employees express concerns about the quality of interactions with clients, often resorting to generic content that fails to engage customers meaningfully [15][16]. - The focus on quantitative metrics, such as the number of added clients, often overshadows the need for qualitative interactions that drive actual business results [16][17]. Group 4: Retail Banking Performance - Retail banking is experiencing a downturn, with many banks reporting declines in retail revenue and profits compared to the previous year [17][18]. - Specific banks, such as Ping An Bank and Zhejiang Commercial Bank, have seen significant drops in retail revenue, with some experiencing double-digit declines [18]. - Despite some banks reporting growth in retail profits, this is often due to low comparative bases from the previous year, indicating underlying challenges in the retail banking sector [19][20]. Group 5: Success Stories and Future Outlook - Some banks have successfully leveraged enterprise WeChat to enhance customer engagement, with notable increases in client activity and retention rates [20][21]. - For instance, the Industrial and Commercial Bank of China reported significant growth in the number of clients added through enterprise WeChat, leading to improved customer engagement metrics [20][22]. - The ongoing digital transformation in banking emphasizes the need for effective use of platforms like enterprise WeChat to drive profitability and customer satisfaction [10][17].