Research On Counter Business Process Reengineering Of CHINA CITIC Bank

With the maturity of the domestic financial market mechanism and the rapid development of the Internet n financial industry,along with the continuous deepening of the scope and intensity of financial institutions’ social real economic services,it is becoming a significant reform direction of commercial bank to provide financial services with high quality and differentiated personality.As the lifeline of the commercial banking business,the counter business transaction process has brought new challenges to commercial banks in terms of how to provide more professional and differentiated services to customers.How to improve the competitiveness of commercial banks by reducing operating costs and improving the efficiency of business so as to optimize and recreate innovative counter business process and further enhance the comprehensive competitiveness of commercial banks in face of current fierce competition in the commercial environment has been a hot topic for domestic banking.This paper takes CHINA CITIC Bank as the research object and studies the problems existing in the current business process of counter business.This paper uses the case analysis method to analyze the status quo of counter business process of CHINA CITIC Bank.It is found that the counter business operation process has the problems of low system operation efficiency,low service efficiency,weak wind control links and insufficient technical support.On this basis,this paper uses the literature analysis method and combines with the relevant theories of domestic and foreign commercial bank counter business process reengineering and the latest research results to find out the main incentives for the problems in CHINA CITIC Bank counter business process.On this basis,the research found that the above problems are mainly because of the lack of process management operations in the operation of the counter business,the lack of customer personalized management of some services,the low effectiveness of operational risk control and the level of intelligent information technology.This paper makes a detailed analysis of the causes of each problem,lays the foundation for the resolution of specific problems and thus finds practical entry points for the design of further follow-up re-engineering.This paper probes into the main causes of problems in the operation process of CHINA CITIC Bank’s counter business.Considering the universality of financial industry and particularities of CHINA CITIC Bank,this paper combines existing literatures about the commercial bank counter business processes both at home and abroad and consults the approaches and methods of reengineering the counter business processes implemented by domestic and foreign commercial banks.It proposes a specific reengineering solution to the problems existing in the current CHINA CITIC Bank counter business operation process.The first thing is to design the goal of business process reengineering.On the basis of adhering to its business management philosophy,the re-creation of the counter-making direction is determined by the “improve efficiency,strengthen personality,heavy-duty control,and intelligence” in counter service.The processing efficiency and service level of the counter business are improved by re-engineering the business process so as to ensure that the business process of the counter is centered around the following principle directions: customer-centered,service efficiency,business risk control and integrated intelligent system.Secondly,the two main business lines of the front and the back are separately designed according to the characteristics of their business operations to ensure the improvement of the customer’s business experience;meanwhile it further arranges the internal resources.Finally,safeguard measures for the implementation of the reengineering program are formulated to ensure the smooth development of the business process reengineering of the counter according to the designed business process reengineering plan.Through the overall re-engineering of the counter business process,CHINA CITIC Bank will further transform from the traditional “Function Bank” to the new “Process Bank”,and it improves customer service capabilities in order to enhance the overall core competitiveness of CHINA CITIC Bank’s industry.