| Customer is the base for survival and development of the bank. Customerservice is the core and lifeblood of banking business. Therefore, to build thecustomer-centric operation system, to improve the customer service level is veryimportant for the long-term development of the financial organizations. In case ofthe homogenization of the financial products, the competition between differentfinancial organizations focused on the customer service management (CSM)capability; and to build and keep improving the CSM is vital to strengthen andimprove the customer relationships, is essential to win the customer-orientedcompetition, and is inevitable to the development of the modern financial enterprises.China Development Bank(CDB) has been set up for almost20years, is one ofthe3national policy banks, and it is the outcome of the reform of national investmentand financing system and the reform of the financial system. In the socialist marketeconomy development process; and the urbanization, industrialization and theinternalization of the society, CDB made the great achievements in national economyand social development. Jilin Branch Bank of CDB is the first-tier branch in Jilinprovince. It gets good market performance by depending on the original policyadvantage, and its loan balance increased from14billion RMB in the initial stage in1999to170billion RMB this year, which makes it become the main bank formedium and long-term loans. However, juging from its operational mechanism, itsCSM hasn’t transformed to customer-centric operation system because of thehistorical factors of the policy bank, and the problems it brings will restrict its competence. In that case, to do research on the new model and new way in thedevelopmental financing service under the new situation is vital for the competitivestrategy implementation of Jilin Branch Bank of CDB. To organize an accountmanager’s team with high professional quality and strong technical expertise is therequirement for adaptation to market variation and its own operation transformation;is irresistible to promote the healthy, sustainable and long-term business developmentfor Jilin Branch Bank of CDB, and to keep its world-leading performance.This assay takes Jilin Branch Bank of CDB as the research object on the base ofelaborating and analyzing this bank and its problems in the CSM by case analysismethod; documents analysis method and SWOT analysis method, to summarize thefour specific reasons----the customer service team building need to be perfected; thedefects on customer service management system; the defects on assessment,restriction and incentive mechanism; the insufficient on staff training.Correspondingly, it proposes four coping strategies----optimize customer-centricCSM system; optimize customer assessment system and subdivision service on thebase of information sharing; optimize account manager incentive and restrictivemechanism guided by interior assessment; optimize the quality of customer serviceteam by training. The four strategies are adopted to consummate the accountmanager system establishment, to create a brand new customer service managementsystem, and to elevate the competence and level of the financing customer service.This assay attempts conception of horizontal customer-led mode by relying onthe longitudinal executive-led mode; designs a medium and long-term customercomprehensive assessment mode; proposes optimum proposals for the assessment,incentive, restrictive, and training system in account manager system establishment.This proposal and conception provide references to the other financial organizationsto optimize the financing service and customer management, and have certainextending significance. |
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