How banks can improve service awareness
Recently, the People's Bank of China, the China Banking Regulatory Commission, the China Securities Regulatory Commission, and the China Insurance Regulatory Commission today issued the "Several Opinions on Further Improving Financial Services for Small and Medium-sized Enterprises". The opinions require , establish and improve a multi-level financial organizational system for financial services to small and medium-sized enterprises, and improve the service awareness and capabilities of large banks for small and medium-sized enterprises. So, how can banks improve their service awareness?
First of all, Mr. Tan believes that the concept of domestic banks still only stays at the product promotion stage, rather than considering the actual needs of customers and providing high-quality products from a completely market perspective. Service, especially some senior bank employees in charge of loans, still treat customers with a condescending attitude. In other words, the business orientation of many domestic banks is still bank-centric rather than customer-oriented. , fundamentally speaking, this is a backwardness in service awareness.
The foundation of service is to facilitate customers and meet customer needs. The service culture of a bank includes the service environment, service means, service attitude and the service level of marketers. Marketers must rely on comprehensive services to convert intangible services into specific behaviors that meet customer needs and interests.
In the past, people's understanding of banks often remained at the conclusion that banks do not need any service marketing. Banks seemed to be sitting on a high altar. However, with the deepening of global economic integration, competition in the banking industry has become particularly fierce. Teacher Tan Xiaofang believes that the strength of a bank's marketing capabilities is directly related to the success or failure of a bank and its development. The issue of banking service marketing is becoming increasingly important, which has forced banks to step down from the altar uninvited and improve their service awareness. , marketing awareness? To automatically accept the test of the market.
When I think of local banks, the luxurious granite facades and splendid gold-lettered signs immediately appear in front of my eyes. The dignified and tidy but rarely smiling faces of the cashiers in the business hall and the anxiously waiting customers outside the tall counters There is a strong contrast. According to my friends, customers generally have opinions on the services of banks. They feel that they do not really regard customers as God. Every time they go to the bank to do a transaction, they waste at least half a day, and it takes a long time just to queue up. A few hours.
A friend in Shenzhen once went to a Bank of Communications behind the Commercial Daily to apply for a transportation payment card. This should only take 3 minutes, but he was forced to get it after a queue of more than a dozen people. Waiting in line, it took a full hour and a half. After that, he no longer went to Bank of Communications to handle business and chose to go to China Merchants Bank? All this is a true reflection of China's current local banks.
It has become a habit to wait in line at the bank to do business. It seems that it is surprising not to wait in line for several hours, especially at noon. Most white-collar workers and some citizens use their lunch break to go to the bank to handle business. But when I arrived at the bank, I discovered that as it was noon, there were more people waiting in line. Correspondingly, our bank staff were pitifully fewer than usual. They usually only opened one window, and other people either went out to eat. , either resting in the back after eating, or even taking a nap on the desk inside the counter, regardless of the fact that there are so many people waiting in line outside. How can such service be satisfactory? Why can't we adopt a shift system? These customers who come to our door are not served well, and we spend so much money on advertising, what is the actual significance?
At present, many well-known foreign international banks have entered China and started their skilled brand-attack tactics. Recently, watching the Winter Olympics, VISA's credit card advertisements used famous Chinese athletes, but our local banks are indifferent. Teacher Tan Xiaofang believes that , if domestic banks cannot quickly improve their service awareness, they will only lose in the next round of banking service marketing war!
So, what is the prescription to radically improve the service level of domestic banks? Teacher Tan Xiaofang believes that only by Market-oriented and customer-centered must not become a fashionable empty talk, only then can bank service levels be truly improved! As people in the banking industry, we must standardize banking business processes, and the process setting orientation must focus on customer satisfaction. For example, banks are busier during holidays. Banks must ensure normal service levels during holidays. They cannot neglect customers for any reason and take practical actions to make customers feel that they are valued.
Next, Teacher Tan Xiaofang will first share with you the case of China Everbright Bank:
China Everbright Bank 95595 Customer Service Center was established in 1999. After 8 years of careful building of the service brand, it has become a well-known brand among the same industry and customers. A banking call center with a good reputation. Everbright Bank Customer Service Center won the "China's Best Call Center" award in 2005 and 2006, and passed the CCCS five-star customer service certification in June 2006, becoming the first domestic bank customer service center to pass this certification. It ranks among the domestic leaders in operations management, system applications, service quality and other aspects.
The success of China Everbright Bank’s 95595 Customer Service Center is no accident. After in-depth understanding, we can deeply realize that their consistent service concept of “satisfying every customer” has penetrated into their daily work. Bit by bit, leading in service awareness has laid the foundation for improving service quality. So, how does the 95595 Customer Service Center of China Everbright Bank put this service awareness into practice?
There is a "lifeline" in the minds of the employees of China Everbright Bank Customer Service Center, and that is the call loss rate. According to their requirement that the call loss rate indicator cannot be higher than 5%, all employees will always pay attention to changes in the indicator. They know that if the call loss rate is not effectively controlled, many customers' demands will not be answered. When there is a large call queue, all front-line employees will automatically give up their rest time, and second-line employees will also reinforce the front line. These are by no means achieved by simple system regulations, but are driven by the service awareness that has been deeply rooted in the minds of employees. The center has a complete set of performance appraisal systems. The evaluation of employees' work is entirely based on objective data. Employees' operating efficiency, call level, work errors, and even business examination results can be truly presented using the system. Employees can compete fairly in this environment, constantly improve their business skills, and strive to provide perfect services. In short, Everbright Bank’s customer satisfaction is a perfect reflection of the bank’s employees’ service awareness. So, how do commercial banks improve their service awareness? Tan Xiaofang believes that the main points are as follows:
1. Build a complete customer file. The customer's file should include the customer's business situation, which mainly includes the address of the company, the business level of the company, etc.
2. Classify customers. After the customer profile is established, the product manager must classify the customers according to their profiles to fully understand the customer's situation and provide personalized services to the customer according to the needs of different periods. For example: for some customers with higher operating levels, we will provide them with new trade financing services; for some emerging foreign trade companies, we must contact them in a timely manner and send professionals to provide them with business training.
3. Smooth communication channels with customers. Customer needs are multi-faceted, including operational and financing aspects. In order to ensure that we can understand customer needs in a timely manner and provide them with personalized services. First of all, we must strengthen our work initiative and take the initiative to strengthen communication with customers through monthly door-to-door service opportunities to see if they have any special needs. Secondly, since customer needs vary from time to time and are not foreseeable, we must ensure that communication tools are open 24 hours a day to ensure that customers can contact us in time when they encounter difficulties. Thirdly, because some customers are short of funds during certain periods of time, this requires us to pay more attention, pay more attention to observation, pay attention to the special needs of customers, and take the initiative to call to inquire, in order to increase the relationship with customers.
4. Respect the individual needs of customers. Since it is a personalized service, we are required to provide sincere services to our customers based on their personality. Respecting the individual needs of customers must first respect the personality of the customer. Due to the differences in customer personalities, when serving customers, we must start from the customer's personality and provide them with services that they find satisfactory. Secondly, respect the privacy of customers. Some customers' difficulties are personal privacy. When we serve customers, we must pay attention to respecting their privacy and must not reveal some of their personal privacy information. Otherwise, it will be counterproductive.
In addition to the means of personalized service marketing for banks, if China's banking industry wants to break through the homogeneity and marketing dilemma and achieve high-level leaps, it must also use the brand as a sharp tool. Launch a powerful publicity and marketing campaign to actively seize the business market.
Make full use of TV stations, radio stations, newspapers and other news media and printed promotional materials, and use publicity reports, postal advertisements, counter materials, street consultation and other means to carry out all-round publicity and introduce special business varieties to enhance the bank's social visibility and influence. Vigorously promote the expansion of business markets.
The service work of banks is very tedious and requires facing many problems. It is really not an easy task to do it well. However, for commercial bank service staff, while improving their awareness of bank services, , we must also work hard to improve our business quality and comprehensive abilities. In the actual business operation process, we must maintain a patient, enthusiastic and positive attitude, and do every ordinary thing well.
What do banks in the future strive for? Service! What do bank services strive for? Service awareness! Teacher Tan Xiaofang sincerely hopes that domestic banks can work hard on service awareness to cope with the next round of banking service marketing. Fight!