Intelligentization-oriented Transformation Of China Construction Bank's(CCB) Branches

Boosted by the current wave of socialized development,Internet finance has achieved rapid development,leading to serious competition in the banking industry.As the main channel for banks to connect with the clients,bank branches have always been flawed in terms of service quality and customer perception.Therefore,how to provide the clients with better experience and improve customer satisfaction has become the focus greatly concerned by major banks.The operation mode of traditional bank branches urgently needs to be improved,service innovation also needs to be improved,and the transformation requires the support of technology and intelligence.At the current stage,many commercial banks have already intelligently transformed their branches and integrated more intelligent elements into their operation during the financial competition with other banks,so as to enhance their competitiveness.The main purpose of the integration of intelligent elements is to improve the service experience,simplify the service process,make the business more human-oriented,and bring into play the advantages of financial technology innovation,which not only can improve the service efficiency and effectively reduce the service time,but also can provide clients with more value-added services.Clients receive fast and efficient services at the bank branches,and since the service experience is enhanced,customer stickiness gets strengthened.Based on this,banks planning to conduct intelligentization-oriented transformation can improve the customer service mechanism and create a customer-oriented intelligent service network.First of all,the paper conducted an in-depth analysis of the current situation of bank branches,including the stage of bank branches and the difficulties encountered in the process of transformation,and carried out a case study of a CCB branch in Chengdu based on the author's personal work experience.Through analysis,it was found that this CCB branch in Chengdu has the following defects: Irrational personnel allocation and resource integration,low business efficiency,cumbersome procedures etc.Based on a review and summary of researches on the intelligentization of domestic and foreign commercial banks,it was concluded that intelligentization-oriented transformation is a must of banks anticipate to maintain strong competitiveness and to be in a favorable position in the fierce competition in the Internet era.Secondly,theoretical concepts such as channel management,enterprise reengineering,customer management and new network system were expounded to enrich the theoretical foundation,laying a solid foundation for the subsequent chapters.Thirdly,an analysis of the effectiveness of intelligentization-oriented transformation was carried out with a branch of CCB as a case.Besides,the problems existing in the intelligentization-oriented transformation were obtained through an investigation of the current situation,and analysised them one by one.By analyzing relevant cases at home and abroad,the key measures and relevant experience of the successful transformation of bank branches were obtained.A secondary innovation was then conducted on these measures and experience based on the practical situation in China so as to apply them to real-life cases.On this basis,the improvement ideas and directions of intelligent bank branches were further clarified.In the end,based on the viewpoints proposed in the above chapters,the transformation and development measures of intelligent bank branches in the “Internet +” era were obtained.Moreover,with a CCB branch in Chengdu as the case,strategic deployment of intelligentization-oriented transformation was made in various aspects,e.g.positioning the market,optimizing the layout of bank branches,enhancing the customer experience,making services informationalized and mobile,striving for precision marketing as well as online and offline linkage.The feasibility of intelligentization-oriented transformation was studied through a combination of theory and practice.In addition,a series of safeguard measures were proposed to ensure the intelligentization-oriented transformation of bank branches to be smoothly carried out.Serving as a theoretical basis for the intelligentization-oriented transformation of the CCB branch in Chengdu and providing reference for the intelligentization-oriented transformation of other commercial banks,this study is of certain research value.