Construction Bank Y Group's Financial Services Program Formulation And Implementation

Y Group is a big-scaled state-owned hydro-electric construction group in Chinawith increasing financial demands for customizability, integrity and technology. It is abig challenge to customer managers of CCB to customize financial service schemes, aswell as to fulfill it, for the client. This paper will introduce a set of methodology andimplementation procedure against the service provision, and on a higher level, bring upsystem qualifications for the commercial bank and capability qualifications for thecustomer manager according to the development trend of the financial service schemecustomization.Beginning with the financial background introduction, mostly on thecharacteristics of the VIP service, the paper discloses the inevitability of the emergenceof customer manager in a commercial bank. Then, in a way of explaining how toprovide first-class financial services, the paper illustrates the skill sets and domainknowledge that a customer manager must have, as necessary qualifications, includingfundamental capabilities, solution making ability, theory basis-7Ps marketing strategycombination, and the prerequisite to the financial service solution-Means of EnterpriseDiagnosis.The paper analyses financial demands of the Y group, collects its individualdemands such as the financing structure, the cash management and balance etc. Thepaper sets a marketing target for Y group according to these demands, utilizing the 7Psstrategy, and then proposes a fully customized financial service solution for Y groupafter analyzing its key elements such as product, price, place, promotion, personnel,environment, and the process etc. After the confirmation of the solution by the client,we discussed how to set up an organization to fulfill this solution, and also conductedproper feedback and control.By writing this paper, I realized the financial service scheme of Y group is feasible,for it is proposed under full investigation and deep analysis. The customer managermust have information recognition, advising and consulting, communication skills etc,as basic capabilities, and shall provide solutions with high-quality with the team work. Utilizing 7Ps theory is a strong consolidation to the solution, and the element of the 7Pstheory is embodied throughout the whole procedure such as demand collection, targetsetting, solution formation, and solution implementation etc.In the long term, the trend of rising of the individual demands is obvious, with theimprovement of the management for the financial demand of the VIP. The criticalprocesses of the financial service scheme, no matter the proposal and implementation,includes the scientific recognition of the customer by the customer manager, theaccurate classification upon the customer, the effective discovery and identificationtoward the client demands, the precise selection of suitable product or productcombination etc. Besides, these key processes also cover the resource aggregation,case-by-case solution customization, and the eventual implementation of the solution byforming a target-oriented team to plan, fulfill, monitor, feedback, and correct it.