| With the rapid change of competitive environment in the internal and external financial market,the top-down hall service integration has gradually been pushed in the Shanghai Pudong Development Bank(SPD Bank)to attract more premium customers,improve hall-service marketing consciousness and customers' satisfaction since the end of 2016.Therefore,the agenda of its branches' hall integration is proposed in such tough competitive environment.This paper concludes the research of service blueprint,elaborates the importance of hall service in banks' branches and necessity of optimizing hall service process,and defines customers' satisfaction,service process,service-process optimizing and connotation of service-process.In this paper,the research methods of literature research,observation,case-study and questionnaires are used to study the hall service of Foshan Branch of SPD Bank and the following conclusions are reached:1.In hall service process of Foshan Branch of SPD Bank,there are deficiencies of poor customers' recognition and diversion,patterning of service process,Staffs' weakness of marketing consciousness in the hall and management's backward of hall service.2.Based on theories of customer relationship management and service blueprint,the four aspects of service process: customers' recognition and guidance,products' introducing and marketing,counter business handling and high-value customers' maintenance are optimized to improve branches' hall service process.3.Through shortening service time to customers,comparing sales growth of branches and investigating customers' satisfaction,the optimizing result is evaluated in this paper.Through this optimization,the Foshan Branch's hall service of SPD Bank has greatly improved in customers' satisfaction,service facilities and branches' evaluation.Meanwhile,the training of new employers' service and optimization and maintenance of hall service's quality will be further studied because of the frequent staff mobility. |
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