本文以A银行为例,运用流程再造的系统理论,为A银行重新梳理厅堂服务
流程,从而彻底有效改造传统银行服务模式,形成以客户化运营服务流程为核心
的全新银行服务模式
首先论文对商业银行厅堂客户化运营服务流程再造的研究背景和意义进行了
阐述,对银行流程再造理论和其研究进展进行了深入研究和论述。然后运用该理
论对A银行的厅堂服务流程存在的问题进行了一一分析,从而为A银行全新打造
出一套以客户为中心的客户化运营服务流程方案,改善目前日益突出的厅堂服务
矛盾,提高业务办理效率,提高营销成果,让客户收获更好的服务体验。期间,
对于方案的核心一一厅堂客户化运营的理念和内容进行了详细的介绍。从客户化
运营概念、自助设备布置、人员岗位设置、厅堂格局及营销服务流程等方面入手
实现厅堂服务流程再造与创新。同时,论文对新的服务流程方案的推进及实施可
行性进行了细致的剖析,突出了本次服务流程创新的优势,通过对不同类别的客
户提供不同的服务营销方式,从而达到提升客户的忠诚度,提高该银行的核心竞
争力的目的
最后,挑选了 1家支行网点进行新模式推行,详细制定了推行规划和导入步
骤,并收集了初期的试运营反馈,证实了新的方案大大改善了原有的模式带来的
一系列矛盾和问题,又进一步根据反馈情况进行流程再造方案的优化和改进,并
1 山东大学硕士学位论文
继续向其他网点扩展应用。此次流程再造在改变原来固有的服务模式,对A银行
带来新的生命力的同时也抛砖引玉,希望给其他商业银行服务模式的创新带来一
点借鉴
关键词:商业银行;客户化运营;流程再造
2 山东大学硕士学位论文
ABSTRACT
In recent years, the development of advanced information technology and the
emergence of Internet finance have brought a disruptive shock to the traditional
i
financial services model. Correspondingly,the disadvantages of commercial Banks in
the aspects of product homogeneity, single profit model and complex business process
are becoming more and more obvious. The original service model of commercial Banks
cannot meet the demands of efficient, convenient and safe financial services, which is
reflected in the sharp contradictions in the service of commercial Banks. It has become
a strategic choice for domestic commercial Banks to improve their competitive
advantage by implementing process reengineering, re-establishing customer-centric,
market-oriented and technology-driven service model innovation.
Taking bank A as an example, this paper uses the system theory of process
reengineering to reorganize the hall service process for bank A, so as to effectively
transform the fraditional banking service mode. A new banking services model which
takes customer-centric operation service process as the core will be formed.
Firstly, this paper expounds the research background and significance of bank
process reengineering, and carries on further researches and describes on the theory of
bank process reengineering and its research progress. Then using the theory of bank
process reengineering, the paper carries on the analysis about the problems existing in
bank A hall service process. Thus this paper make a new customer-centric operation
service process scheme to improve the current prominent contradictions increasingly in
the hall service, to improve the efficiency of business to deal with, to improve
marketing achievement,to bring better service experience for the customer. In this
scheme,the core—the concept and content of the customer-centric operation process of
the hall will be introduced in detail. From the aspects of customer-centric operation
concept,operation equipment layout,personnel position setting,hall pattern and service
process changes, the service process reengineering and innovation can be realized. At
the same time, the implementation and feasibility of the new service proce
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