Research On The Process Reengineering Of Customer Service Call Center Of GD Bank

With the intensification of the banking market competition,providing customers with high quality service becomes an important means of the major banks to attract customers,retain customers and seize the market.The bank customer service call center is an important platform for the bank to provide customers with the service,and the service quality of the call center has a direct impact on the customer satisfaction and the image of the bank.In order to improve the service quality of bank call center,the paper collects and analyzes the domestic and foreign related research results,and analyzes the problems and causes of GD bank's customer call center based on the theory of marketing communication,customer relationship theory and the SERVQUAL model.Based on the case study of GD bank,the paper studies the process re-engineering of GD bank's customer service center.This article mainly consists of six parts.The first part introduces the research background,purpose and significance of the research.In the second part,the paper reviews the research status of the bank call center,and introduces the relevant theoretical basis.The third part describes the development status of GD bank call center as well as the operation process,based on the further analysis of its problems and causes.The fourth part focuses on the Amazon,Apple official website,Jingdong Mall customer service call center for case analysis.The fifth part compared these three cases from the five dimensions of service quality,explored theprocess re-engineering of GD bank's customer call center and its implementation.The sixth part is the summary of the full text,and gives the prospect of future research.