The Service Blueprint Designed Of China Construction Bank Gansu Branch

"Customer first, service first" is a fundamental principle of service for a long time. It is the existing law of banking business as well."Service is considered as the unique product of bank", and this "product" differentiation degree is very low. In recent years, with the rapid development of small and medium-sized commercial banks and the entering of foreign Banks, the domestic banking industry competition is fierce. In the increasingly fierce competitive environment, the essence of bank competition is getting more customers; the core of bank competition is the ability of customer service. To avoid locking in a vicious circle of "price war", according to customer demand, the commercial bank could improve the service quality of scientific norms. Moreover, the bank would gain a competitive edge in service by improving the added value of products. Service blueprint design is an effective mean of scientific management for modern bank implementation and standardization of service marketing.This paper studies China construction bank Gansu branch (refers to "Gansu branch") and presents systematically the service marketing and the service blueprint theory. Through analyzing the present situation and the existence problems of Gansu branch’s service management, trying to use the service blueprint theory to systematically design the Gansu branch’s service blueprint. A comprehensive analysis of Gansu Province branch customer service indexes and content should been done, which could provide the key data about the customer physical demand for the backstage management department. A "customer centric" management strategy and the smooth-efficient communication mechanism between service department and backstage management department would be established. At the same time, this paper also studies the Gansu branch’s service blueprint for the implementation of security system and the control measures. The blueprint provides an effective tool and guideline for service department. However, if we want to maximize the effect of the blueprint, it is necessary for us to corresponding organization guarantee, system guarantee and effective control measures in the implementation process. When the service department and the management department could cooperate with each other smoothly, a complete customer system will be established and customers could experience the perfect service in the bank. Finally, the China Construction Bank Gansu branch could offer an example for other commercial bank to build the service blueprint.