Study On Optimizing The Performance Evaluation Of Customer Manager In Liaoning Branch Of ICBC

With the rapid development and fierce competition of China’s banking industry, commercial bank account manager’s business performance and service capabilities plays an increasingly important role. Scientific and reasonable evaluation systems can improve customer manager’s work enthusiasm, encourage enhancement of the service level and performance, creating increasing benefit for banks, permitting them to stand out in a increasingly competitive market. Therefore, it is very important to construct the performance evaluation system of the customer manager to adapt to the business strategy. Due to the late start of performance management, commercial banks in customer management performance appraisal still contain many imperfections. For example a state owned bank, the Industrial and Commercial Bank of China, ICBC, continues to experience problems, restricting competitiveness and future development due to the constraints of the original system, the customer manager evaluation index, evaluation standard and the evaluation process. Through combining the actual situation of ICBC Liaoning branch and performance appraisal theory, this paper brings forward an optimal design of the performance appraisal index, assessment standard and assessment process management. This will assist the manager of customer services ability, further stimulating the vitality of business development at ICBC.Through in-depth research conducted at ICBC Liaoning branch, this paper analyzes the existing problems of the account manager performance evaluation system. Using the theory of performance management and performance appraisal we established the crux of these problems. The integration of the Balanced Scorecard and key performance indicators evaluation tools optimizes the design of the performance appraisal program. In order to effectively implement customer manager performance evaluation schemes, this paper proposes a series of optimization scheme supporting the security measures, ensuring that the optimization program can be implemented smoothly. This scheme redesigns the performance appraisal index system, and features various evaluation index weights and standards, adjusting the performance appraisal process and cycle. Adjusting the assessment program will make the assessment results more fair and reasonable, improving the initiative, performance and enthusiasm of the customer manager.Based on the exploration of the performance appraisal system of customer manager in Liaoning branch of ICBC, this paper introduces the management idea of the balanced scorecard, and establishes a more comprehensive and perfect performance management system for the customer manager. At the same time, in order for the proposed changes to be effective, we will need to organize the system, ensuring the proper corporate culture and supervisory mechanisms are in place. ICBC Liaoning branch and other state-owned banks have similar problems in customer manager performance appraisal. I hope that the research contents and conclusions of this paper can be used for references in other banks, promoting the development and perfection of commercial bank customer manager performance appraisal systems, leading to the sustainable development of commercial banks of our country.