Research On Measures To Improve Customer Service Satisfaction In Retail Business Of W Bank

With the rapid development of science and technology,traditional banking services and retail products have been unable to accurately and completely meet current customer needs.Especially the service and product homogeneity among the various banking industries is severe and the competition is fierce.The retail of W Bank The business has just started.The transformation of retail business is conducive to the future development of W Bank,and the development of retail business depends on customers.The upgrading of customer consumption levels should improve the service level of banks,especially other banks have already begun to transform and improve customers Customer loyalty is particularly important to cultivate customer loyalty.Only with a large number of customers and high service satisfaction,the retention rate of customers will be high,and the profit conversion rate brought to the bank will be high.This article takes W Bank's retail business customer service satisfaction The research on countermeasures for increasing the degree of improvement is based on the topic selection,researching the customer service satisfaction of W Bank ' s retail business,referring to and drawing on the relevant theories of customer service satisfaction put forward by domestic and foreign researchers,and combining W Bank ' s management personnel and different positions According to the interview opinions of staff and some bank customers,the evaluation indicators that affect the customer satisfaction of Bank W were developed.At the same time,starting from the bank's customer handling business process,the corresponding questionnaire was designed to find out the retail customers that affected Bank W Service satisfaction issues,and propose solutions.Through the analysis of the data results,it is found that the site selection needs to be re-planned,the functional layout is unreasonable,the electronic equipment is lacking,the business process is cumbersome,the staff is not strong in service awareness,the lack of reviewing talents,the branch services are more formal,the product types are few,and the homogeneity is serious,Insufficient research and development of new products,insufficient publicity of service products,and limited publicity channels.After discovering problems,corresponding measures were found to improve,from improving the service environment of Bank W,improving the service efficiency of Bank W,improving the quality of customer service of Bank W,and conducting Bank W Product innovation and increase the promotion channels of W Bank's service products,and proposed specific implementation strategies.These measures and strategies are proposed.This article intends to improve and perfect the retail business services of W Bank,enhance customer service experience,enhance the competitiveness of W Bank,retain existing customer resources,tap and expand a batch of new customers,and comprehensively and efficiently improve the Customer service satisfaction of the bank's retail business.