Customer Experience Driven Research Of Fudian Bank

As the interest rate marketization reform deepens,the independent pricing power of financial institutions has had a great impact on the traditional business model of commercial banks in China in terms of bank deposits and loans,the impact is more obvious especially for small scale and single product structure.Recently,especially in the rapid development of Internet finance,small and medium-sized city commercial banks must move toward transformation in order to win a place in the fierce competition.In the brutal competition of China's banks,the traditional banking industry has gradually changed from the seller's market to the buyer's market.For all banks,the most valuable resource is the customers.At the same time,the customer demand as a seller's market has undergone great changes,gradually shifting from the use level to the experience level.The homogenization of financial products and services is slowly eroding the customer's experience of the bank.In this case,what becomes a core issue in the process of transformation is that how can banks re-examine the needs of customers and provide customers with high value of competitors beyond competition to keep the long-term competitive advantage of small and medium-sized city commercial banks,and the customer experience is undoubtedly a powerful weapon in the competition of small and medium-sized city commercial banks.Set up on December 30,2007,Fudian Bank Co.,Ltd.(hereinafter referred to as “Fudian Bank”)is a provincial-level local joint-stock commercial bank established by the China Banking Regulatory Commission.In the face of the reform of interest rate marketization,the competition among the banking industry has intensified.In the case of the expansion of commercial banks in local small and medium-sized cities,the transformation of Fudian Bank retail business began in 2014,focusing on optimizing the structure and changing the development mode to deposit.Inspiring customers,constantly expanding the scale of individual customers,constantly innovating products,and gradually achieving coordinated development of benefits,quality and scale.In the improvement of customer experience,Fudian Bank strives to create the most intimate outlet atmosphere,so that customers can think of their homes at the outlets.According to the China Quality Association Banking Service Quality Report,in China's banking industry,the average satisfaction of bank customers was 82 points in 2016,and the satisfaction score of outlets was only 76.1 points,which was 2 points lower than that of 2015.A large section of satisfaction.From this situation,it seems that Fudian Bank has strengthened the standardization of service processes while continuously expanding its customer base,but it has been unable to meet the growing needs of customers.To solve the issue of the scattered and inefficient customer management in the process of branch network transformation,this paper takes Fudian Bank as the main research object and conducts research through the “customer experience driven model”.The research includes the following four parts:First,the paper proceeded a detailed analysis of the status quo of the Fudian Bank,after understanding the necessity of the transformation of the bank's outlets,through the process of deepening the transformation of the branch in the bank,Fudian Bank was found a lack of improvement in customer experience.Second,the concept of customer financial service experience.This paper introduces the “customer financial service experience” as the theoretical basis for the business transformation of outlets under the “customer experience-driven model”,and on this basis introduces the concept of service value.Third,through the empirical analysis of the customer satisfaction survey questionnaires of 30 outlets under the jurisdiction of Fudian Bank,the value model of the value of the bank's outlets was established.Fourth,by using the service value factor model as an analytical tool,and in conjunction with the actual situation of Fudian Bank,the paper builds a framework for the value of customer service value of Fudian Bank outlets as a guide for its customers.This paper designs a framework suitable for the customer segmentation of Fudian Bank through the customer's experience of the outlets.It not only provides suggestions for the refined customer management of Fudian Bank,but also compensates for the bank's business transformation process.The short board has played an important role in the long-term development of Fudian Bank.