Study On Operational Transformation Of Retail Banking Branches

Facing the full liberalization of domestic financial industry in 2007,together with the intense competitive situation of current global financial market,In order to meet customers' demand,enhance the bank's appeal,improve customers' satisfaction,the major banks have realized the importance of branches' operational transformation,and start their way to the operational transformation.This paper takes the experience of scholars as lessons after read the study of the transformation of domestic and foreign commercial banks.Second,it gathers a lot of information about background and current operating transformation of Agriculture Bank of Henan Province,analyzes the shortcomings in the course of transformation;Then selected 15 retail outlets randomly,communicate with the customers to understand their attitudes of the the branch,let them to fill in the questionnaire,it mainly involves: the types of business,when did they start to become bank's customers waiting times of customers,processing times for business,the degree of satisfaction about the service,etc.Finally draw lessons from the successful transformation cases of domestic and foreign commercial banks,combined with the previous collecting data and the present situation,then we've developed the new round transformation plan of Agricultural Bank of Henan Province.We elaborated the branches transformation through seven aspects including the specific positioning,personnel allocation,recognition and recommendation process,guidance and distribution process,client relationship management,strengthening of the performance evaluation,and the expanding of culture of branches.This study considered the current operation situation and the existed problems of transformation,based on commercial bank branch transformation theory: Service Profit Chain,Gresham's Law,The 80/20 Rule,Customer relationship management theory,then developed the new round transformation plan,the plan has certain theoretical guiding significance to the development of the Agricultural Bank of Henan Province.