The Case Study Of Customer-managers In ZX Commercial Bank Service Profit Chain

With the continuous growth of the number of commercial banks in China,the competition among the banks is becoming more and more fierce,and the business philosophy of "market-oriented and customer centered" has been widely accepted and implemented by commercial banks.This shows that the importance of external services has been recognized by more and more experts,scholars and managers.However,the practice shows that these people do not pay enough attention to internal services.Leaving aside the product making and counter service mode of the talk,commercial banks to give external customers customized and differentiated services mainly from the "account manager" of this group,because this group is an important bridge between commercial banks and external customers,will not only products and services of the bank to customers,customers will be the needs and feedback back to the bank.The group of the customer manager plays a vital role in the development of the commercial bank,it can be said that the commercial bank is the main source of the survival and development of the commercial bank.The service profit chain theory was first proposed in 1994 by James Professor Heskett five from Harvard Business School professor composed of service management research group,expounds the relationship between the chain enterprises,employees,customers and profits.If you want to make this a "chain" to move,need to grasp the essence of two points: first,make the external service for customers to create high customer delivered value;second,through high quality internal services to create high internal customer delivered value for frontline staff".ZX bank was founded nearly thirty years of joint-stock commercial banks,this paper regards the protagonist Huang Lin ten years in ZX bank flagship outlets in GJ branch of work experience as the main line,in some cases by its happening,to analyze the main reason of the lack of stamina in the process of rapid development of commercial bank with the service profit chain theory.This case study found that commercial banks in the development bottlenecks encountered,must actively take effective incentives and improve internal service measures to fully mobilize the enthusiasm of the customer manager also attaches great importance to external services,create higher value services,thereby enhancing the external customer loyalty and profit contribution,help banks to break the bottleneck of the development of their own the.This study can also be some caution is still in the early stages of the commercial bank for the establishment of long-term development mechanism,good internal services to enhance the development strategy to treat high.