Research On The On-site Management Of Commercial Bank Office Based On Customer Experience

From Pine II and Gilmore claimed the arrival of the experience economy era(1998), to the Windows XP launched by Microsoft (2001) and the total customerexperience promoted by HP and Lenovo, a growing group of enterprises,BestBuy, Disney,Starbuck, McDonalds, IKEA, etc. are carrying out experienceeconomy, which indicated that we are in the experience economy era.On the other hand, since the financial reform of the big-four Chinese banks,the influx of foreign-owned banks, the rise of small and medium-size banks, thecompetition of domestic banking industries becomes more and more fierce. Andthe competition is being changed from “financial market boom” to “clientresources”and service become a strategic resource of the banks. To survive andwin in the fierce market competition, we should keep up with the times’ pace andaccustomed to the market circumstance. In the experience economy, thecustomers emphasized on the true feelings while spending.The available researches related to the banks are most focused oncustomer satisfaction and strategic transition, the study on bank office is mainlyin in-line waiting. This paper analyzed the site management of the bank officefrom the prospective customer, the aim is to improve the bank site management,enhance the service level, and enrich the existing theory.The paper first give a theoretical review from on-site management andcustomer experience, established the rich theory basis. Site management isaimed at the front-line staffs, businesses and circumstances. Customerexperience is to create the memorable activities centered to the customers,using the commodities as props, the serving as a stage. The commodities arevisible, the serving is invisible, and the experience is unforgettable.Then, started with the operating condition of commercial bank, the paperanalyzed its features. Through the analysis of the management status ofcommercialbank office, we found some problems of its on-site management.Then summed up its general business flows based on customer experience,which contain15sub-flows: external environment, entering the office, internal environment, consulting service, guiding and distributing, self service, buynumber, fill single, waiting in line, marking service, business communication,business waiting, business confirmation, disputes/complaints, leaving from theoffice.Then, combining the bank office’s features, this paper defined the relativeconcepts, then by combing the possible service encounters of the sub-flows ofgeneral service, thus designed the questionnaires. By survey and data collecting,used EXCEL to analyze, and came up with the key points of customerexperience,used the SPSS to undertaking the reliability and validity analysis ofthe encounters of the key points, and studied the amount of concern on thesub-encounters at the key points.The results showed that the key points of the office’s customer experiencesinclude: consulting service, self service, waiting in line, business communication,business confirmation, disputes/complaints. The consulting service, applicationof self-service terminals, waiting in line and business communication are thepeak points, business confirmation is the end point, disputes/complaints are ahigh concerned point. In the consulting service part, the customers’ concerningpoints are the staffs’ professional skills, communication abilities and servingattitude; in guiding and distributing part, customers hope the office managercould direct them to the corresponding area clearly; in the self service part, theyexpect an available machine and some direction of the manager; in the waitingpart, the successively concerning points are the serving responsibility, sensitivityand empathy. The business communication part is mainly concerned with theprofessional competence and serving affinity; the confirmation part should beaccurate and in the disputes/complaint part the customers want to be respectedand the cases need to be solved efficiently.Finally, according to the survey results, the office’s administrative staffsshould manage the site from the aspects of staffs, customers, devices, FAQsand circumstances and disputes, and enhance the customers’ experienceawareness and satisfaction.