Study On Strategies Of Customer Service On Retail Banking From Jilin Branch, China Construction Bank

Jilin branch is a primary subsidiary branch of China Construction BankCorporation(Jilin branch for abbreviation as follows), who is as always, dedicated toproviding superior, efficient and convenient as well as market-leading financialproducts and service. Also, it has initiated and extended the transformation of retailbanking outlets among the inter-banking, as to promote the changes from “exchangeand accounting centered in products for homogenization” to “marketing and servicefocused on customers for differentiation” and to elevate comprehensive competitiveedge.However, with the turn of macroeconomic conditions and regulatory policies, inparticular, owing to the pressing step of interest rate liberalization, and the challengesof the slowdown of intermediate business, the rapid swarming of medium and smallsized banks and the establishment of local urban(rural) banks, commercial bankshave been undergoing rapid transformation in their domains and standings;transregional operations from non-banking fiancial institutions and transboundrayservice of internet firms in the time of “Big Data”are positively expored andpromoted, which have been seeping into the boundary of some bank business, andfurther influences the idea of customer service, maketing patterns and profit models,and in the foreseeable future it will certainly change the ecology environment ofoverall finance. On the basis of those, commercial banks have practically adapted tobusiness strategies to strengthen resources input and evaluations, dig clients demandand restruct service processes, expand service content and seize market shares. Withupdated and complicated competition set, it is an issue that how to review all the perspectives in marketing and customer relationship management, in order toformulate advanced strategy on customer service to elevate the service and customersatisfaction for the purpose of garuanteeing superiority in the circle and domination inthe industry.The paper, exemplified in retail banking from Jilin branch, focuses on the empiricalanalysis on strategies of customer service after the two stage transformations. Byconsolidation of the fruitness of two former outlet transformations andimplementation of “the Comprehensiveness Strategy”, it elevates customersatisfaction and loyalty, which is dedicated to buliding “the Third Transformation” toconstruct the core-competitiveness in the age of post transformations, and finallycomes to sustainable development. On the structure, the paper firstly presents thestatus of the customer service in retail banking of Jilin branch after the introduction ofbackground on the development strategies of the outlets, so as to make an assessmentof the status. This section is to find and raise the issues. Secondly, centered on theissues, the paper makes an analysis of the causes of the status. Finally, in terms ofthese causes, considering the comprehensiveness strategy of the outlets, the paper isconcentrating on programming from numerous aspects which consist of customerextending, and product promoting, service flows and team buliding. Taken together,the paper is dedicated to developing and implementing the strategies of customerservice from all dimensions in the enterprise level. This section is to resolve theissues.