Care for the Customer Needs Build the Bank of Process

2007-8-13

Push the service reform forward

“Service forms the bank's competitiveness” is no longer a slogan. During the construction of the bank of process, CMBC noticed that at the time of the diversified financial products and the increasing customer needs, they are facing all sorts of challenges in service capabilities, business process, team work and the technology platform.

Those who have been serviced at a bank may have the similar experience, that is to fill out different forms with your personal information before you can apply for the credit cards, open an account or purchase the financial products. But at CMBC, you will find what you are given is one form, and all you need to do is to tick the services or products you wish to use, and finish off all procedures with this one form completed. This is the “Comprehensive Contractual Service” launched within the whole bank of CMBC. As an example for service improvement exhibited in the “Quality Service Festival”, it was first created by CMBC Hangzhou Branch, an experimental point for building “bank of process”. “Whenever we spot a process that not practically customer based, we will redesign or renovate it according the market feedbacks.” So said Wang Baogang.

In a series events during the “Quality Service Festival”, CMBC announced “external 6 measures” and “internal 8 measures”. The 6 external measures are concise and well-defined with the view to focus on customer needs and open the ways for feedbacks and information, which include: 1. Governor Open Day every week. It is decided that each Monday will be the Governor Open Day for getting closer to customers, listening to them and solving their problems; 2. Improve the self-service efficiency. Increase switch-on rate, deploy special assistants for self-service, telephone and online banking in important areas and the packaged self-service banks; 3. Conduct customer interviews and organize customer questionnaire surveys. Focus on the customer demands and enhance interactions with customers; 4. Promote working flexibility. In accordance with the financial service characteristics and the local situation, more staff will be deployed at noon time, month ends and in holidays to reduce the queuing time; 5. Improve the customer complaint and emergency response procedure. Ensure that the customers will get prompt replies and solutions to their complaints; 6. Establish better corporate image. During the event, all staff shall wear the uniform logo to help create a better service atmosphere for “Quality Service Festival”.
Compared to the 6 external measures, the internal 8 measures will demonstrate a stronger resolution of CMBC to reform and improve the service. Take “Comprehensive Contractual Service” for example, this small change means the simplified procedure and reduced time for customer service, but for the bank, it means a big change to the back office procedures and an integration of technology with the related work. As Mr. Wang told us, the Bank set up a special team for the project in order to provide the technical support for the change to the process. Before it was officially launched, staff training, experimental operation and improvements were given, “So it is a change from the ‘root’ to a bank of process”. ”

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