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Enhance Competitiveness of Bank through Service Innovations

2007-8-31

 

Financial Times  Xiao Yang

After CMBC proposed the idea of “Creating a Process Bank”, the Electronic Banking Department of CMBC is driven by the strategic objective of implementing “the Second Five-Year Plan”, which is guided by the philosophy of “Practical, Innovative, Standard, and Reliable”, to heighten the service level in all aspects. Launched as simple telephone service, their service has developed into a multi-functional all-weather e-banking service center by means of telephone, fax, website, SMS, and email, centered on e-service and electronic marketing to provide one-stop service to the clients.

Based on Leading Technology

As early as in 1999, CMBC opened telephone banking and client service hotline at branch level. To provide better service to the clients, since 2000, CMBC implemented technological innovations on telephone banking to integrate client services, hence introduced its nationwide hotline service number 95568.

In order to establish a client service center that is of “international standard, and first class in China”, based on its data integration system, CMBC introduced the “Integration+Remote” system construction solution, hence its client service system integrates network, data, telephone and video, serving its clients through multiple channels – telephone, fax, SMS, mobile phone, and online banking etc. According to a director of the E-Banking Department of CMBC, the innovative use of the “Integration+Remote” system management model not only boosted the rapid development of its client services, but also improved its capability to utilize electronic banking and its competitiveness in the market. The “Integration+Remote” system management model realizes all CMBC branches across the country use the same number while the service seats are distributed in the regional centers and branch service centers in different cities, realizing the functions of integrated monitoring, integrated routing, integrated distribution, and concentrated management between the business representatives of the head office and the branches, exalting the e-banking construction of CMBC to a strategic height; Through “Integration+Remote” system management model, the e-banking services become increasingly diversified – telephone payment, wealth management reservation, electronic national bond, funds, telephone remittance and other featured new products are introduced one after another, thus an efficient working system has formed with the head office to deal with integration business while the branches deal with featured businesses.

Not only so, based on innovations of basic systems, CMBC also developed through its own efforts the quality monitoring and rating system, telephone marketing system etc. These systematic innovations achieved standard service externally and integrated management internally, improved client service quality comprehensively, and created the 95568 service brand image.

Featured Service Innovations

To meet the diversified needs of clients, “think what clients think and meet their urgent needs”, the E-Banking Department of CMBC carried out a series of service innovations in addition to providing basic services: First, utilize all kinds of electronic channels and group the skills to create a “service and sales” system integrating wealth management reservation, electronic sales, clients care, client revisit, and market research etc, to provide services satisfactory to our clients. Second, introduce differentiated service to different client bases, including VIP reservation service, VIP client in one line, VIP financial hotline etc; in order to reflect the Concept of “Bank by Your Side”, CMBC introduced the featured services such as airport VIP channel, medical reservation, and medical VIP room, golf reservation, car hiring, car dragging, regular membership magazine, and discount information etc, resulting praises and favorable comments from clients and the banking industry on the VIP service of CMBC. At the same time, to alleviate the operational pressure on the counters and save time for clients, the bank also opened the facilities such as account transfer, notice deposit, telephone remitting, foreign exchange buy and sell, funds transactions, electronic national bonds, and order payment etc. Presently, the client service center also introduced English service, providing account inquiry and details inquiry etc to the enterprises and the debit card clients of CMBC.

 

 

 

 

 

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