Study On The Optimization Strategy Of L Branch Of J Bank Retail Business Customer Satisfaction

The economy and society are changing with each passing day.From state-owned enterprises to individual businesses,every individual is in change.As a financial enterprise,commercial banks are changing every day,which is both a challenge and an opportunity.A general survey of major commercial banks and a study of their commonalities and laws reveals that Internet finance has been greatly impacted since the rise of Internet finance.Although the impact has been alleviated by recent changes in national policies and the self-help behavior of commercial banks,various threats are still evident:customer loss,slowing down of deposit and loan growth,etc.In today’s society,people are more profit-driven and have more choices.Customers will only choose the best.Commercial banks are no longer the only choice for financial services.On the other hand,the internal commercial Banks,it is well known that the company’s business used to be the main business of bank profits,but it’s absolute changes have taken place in recent 10 years,under the background of economic downward pressure increase,the retail business for its low cost,low risk and customer characteristics has become the main force of the commercial bank profits.At the same time,retail business can improve the asset structure of the bank,enhance the profitability of the bank,and reduce operational risks.For commercial banks,retail business is both beneficial and inevitable.Commercial banks’ retail profits come from individual customers,and customer stickiness is directly proportional to customer satisfaction.Nowadays,a lot of Banks "customer-centric" business development ideas,but the real practice of the concept of commercial Banks is rare,most Banks are related to customer relationship management measures,such as adding a large number of customer manager,for customer classification management,establish intelligent Banks,increase staff training,etc.,but many measures is just a form,It has not changed the fundamental behavior and concept of banking related services,and eventually still goes back to the old way of "product-centered".The essence of marketing in modern society is customer satisfaction-oriented,and the "product-centered"business philosophy of commercial banks runs counter to it.In the long run,it will inevitably lead to low customer satisfaction and eventually lead to the depression of retail business.Based on customer satisfaction theory,4Cs marketing theory,literature research method and questionnaire survey method,combined with the actual situation of J Bank L branch retail business satisfaction customer evaluation system.Through the questionnaire survey and the author’s work practice,the author explores and summarizes the shortcomings of customer satisfaction in the retail business of J Bank L Branch,and researches the optimization strategy of customer satisfaction in the retail business of J Bank L branch.In general,this paper draws four conclusions:(1)technology is empowering and changing with each passing day.Intelligent machines and electronic banking have become the pioneers of commercial banks’ business development.New things are often double-edged swords,which may not only improve customer experience,but also reduce the risk of customer experience.If commercial banks want to give full play to the intelligent function of these new things,they must not be examined mechanically.For its intelligence degree also want to start from reality,from customer demand,so that customers feel convenient.(2)Comprehensively improve the service level of employees from the four perspectives of spirit,material,cognition and marketing concept.Employees are the soul of the retail business of commercial banks.Every business comes from the hands of every front-line employee.When the service level of employees is improved,customer satisfaction cannot be low.Enrich the spiritual and cultural life of employees,do not let employees live into machines;Improve welfare and salary mechanism to give employees more motivation to work;Introduce talents,train existing staff,improve the overall quality of staff through internal and external combination;Constantly strengthen the "customer-centric"marketing concept,in line with the market trend and customer demand.(3)Improve product quality from both the product itself and customer experience.The problem of homogenization of retail products is difficult to solve,but it can be flexibly dealt with.Although all changes remain the same,the form can be changed,flexibility can be improved in the implementation,supplemented by seeking external cooperation,and innovation can be spared.At the same time,attention must be paid to the explanation of products;Retail products are composed of products and services.Optimize the service process so that customers can choose us among the homogeneous products of many banks.(4)As a service industry,commercial banks must attach importance to customer complaints and establish a complete and scientific customer feedback process.Relevant leaders should set an example at critical moments to avoid escalation of problems.Both employees and leaders should face up to complaints.Complaints are inevitable and part of the work in the service industry.Patience and sincerity are the solution.This paper enriches the theoretical depth of customer satisfaction improvement in the retail business of commercial banks.At the same time,it provides ideas and references for other commercial banks to improve customer satisfaction in retail business.This paper helps BANK J to understand the local customers’ demands on retail business,help bank J to improve its own shortcomings,and continue to maintain good aspects.Through formulating relevant strategies,we can further improve customer satisfaction,improve work efficiency,enhance customer loyalty,enhance the market competitiveness of the bank,and also greatly help improve the brand image of the bank.