Retrospect of commercial banks' satisfaction with their clients
Project background
Rendering a branch of a bank to face clients in the development of a public businessThe twin challenges of diversity of demand and refinement of services: Some customers reported that account managers lacked understanding of business needs and professional advice was not highly targeted; credit customers were dissatisfied with loan limit satisfaction and business processing convenience; non-credit customers were concerned about product richness and service flexibility; at the same time, the service performance of some departments lagged behind the overall level.There's an urgent need for systematic research to clarify the pain.provides direction for service optimization. Based on this, the branch decidesSpecialized research on public client satisfaction, aimed at precision-profiling problems and improving client experience.
Phase I: development and implementation of a comprehensive research system
In order to capture the needs and pains of clients in general, the project team has developed a research system for "precision design + multi-channel implementation":
- Research design: Combined with CMB’s corporate business line feedback and previous years’ data, the indicator system (covering customer manager services, accounting teller efficiency, credit/non-credit product experience, etc.) was optimized, a targeted questionnaire was formed, and valid customer samples were extracted based on assessment needs.
- Data collection: Through 95555 telephone survey and online channels (App and online banking), 1,082 valid samples were finally recovered, ensuring that the samples covered different customer groups such as value customers and basic customers, and provided solid data support for subsequent analysis.
Phase II: Data-driven problem diagnosis and optimized output
Based on the survey data, the project team identified the core issues and proposed an optimization framework through KANO model, Penalty-Reward analysis and other methods:
- Keep your eyes on it.: Identify the key shortcomings of account managers (understanding needs, product recommendations), credit product limits and handling experience, and flexibility of non-credit products and services; identify specific weak links in lagging departments (such as insufficient convenience in handling credit business).
- Optimization framework: With "improving the capabilities of the account manager team" as the core, it is recommended to improve the talent training mechanism and build digital tools to empower the front line; at the same time, promote scenario-based upgrades of products and services, optimize business processes based on customer journeys, strengthen special improvements for backward departments, and ultimately achieve systematic improvement in the quality of corporate services.
