Research On China Construction Bank In Jilin Province Branch Individual Customer Service Quality Management

The fund is as important as the blood of man to survive for the enterprise.Banking industry provide continuous power for the development of economy.In ourcountry, there are five major state-owned banks, twelve large joint-stockbanks,dozens of city commercial banks and hundreds of rural commercial banks.In2014,the establishment of private banks are also approved.The competition ofChina’s banking industry will be intensified day by day in the future. The bankingindustry competition turns from products to service.The breaking of “the two eightlaw" means that banks should pay more attention to the quality of service toindividual customers management. How to make the management strategies aboutimplementation of bank personal customer service effectiveness is the key for allkinds of banks to raise their competitiveness, ensure sustainable development bankfor future.This paper takes China construction bank branch of jilin province as the mainresearch object, through the analysis of the current primary products and servicesprovided for individual customers, finding the bank in personal customer servicequality management strategy has a lot of problems.According to the source of personalcustomer service quality management problem analysis can facilitate the furtherimprovement of the service quality management strategy.In particular.Theconstruction bank branch of jilin province individual customer service qualitymanagement problems are: personal customer complaints increasing, especially infinance and investment product loss, insurance on a commission basis and networkservices problems have occurred;The rise of the Internet make the public opinioncommunication more convenient, the negative public opinion media increased, to someextent damaged the reputation of the bank;The advantage of the bank’s personalclient satisfaction has decreased.The causes of these problems are from the frontdesk staff service consciousness and operational aspects of obvious reasons, there are some other deep-seated reasons.External reason is mainly due to the differencein their customer demand and bank service ability, customer problems "from the mediaeverything" rapidly spread of public opinion response speed of the bank does notadapt.Internal causes mainly include the lack of service culture construction, themanagement work does not reach the designated position, frontline staff regulationsand rules are difficult to push, improper performance management.By analyzing theseproblems, found the bank neglected in personal customer service quality management,lack of long-term strategic planning.Combined with construction bank service quality management status of jilinprovince branch, to implement the standardization of service specification,sophisticated service management, branding personal service culture as the targetof customer service quality management strategy, through the establishment of theperfection of the mechanism of personal customer service quality standardization,service quality supervision and inspection mechanism of training, improve servicequality, service quality evaluation management mechanism and service mechanism ofcultural construction, to improve the quality of the bank’s personal customerservice.A complete bank individual customer service quality management strategyimplementation need to follow-up on the implementation of security measures.In theconstruction bank in jilin province branch personal customer service qualitymanagement strategy implementation needs corresponding safeguard measures in theprocess, one is the organization guarantee, personal customer service line set upcorresponding management at all levels of departments and personnel, establishpersonal customer service quality management effective linkage mechanism, give fullplay to the linkage effect, strengthen compliance management and standardize themanagement;Second is channel, customer, hierarchical management earnestlyaccording to different target customers take the most appropriate service managementsolutions, do a good job in product innovation and promote the innovation of theexisting products, strengthen innovation ability;Third is the institutionalguarantee, establish individual customers after-sales service return mechanism, individual customer service quality inspection evaluation mechanism, thesupervision of the individual customer complaint handling and accountability.