The special bank meeting that President Jiang personally convened and attended was not about banking business, but about brand promotion and how to strengthen brand external cooperation. This is also a relatively rare meeting.

Before the meeting, Cui Ning arranged more than a dozen people to go to different branches of Longdu Bank to handle different business names, and then conducted in-depth experiences and handed over their respective experience reports from the perspective of brand and service.

Cui Ning attended the meeting with this experience report and through various channels to learn about some of the bank's business and some of the problems faced by the bank.

Speaking of which, Cui Ning is neither a financial expert nor a bank's prospective client. A person who doesn't know how much money he has, and who knows how much money he has, has no idea about financial management. The only advantage of participating in such meetings is based on his understanding of human nature and his own experience of banking services and his employees.

At the beginning of the meeting, President Jiang made a simple speech, some scenes and some practical information. This is the usual style of large enterprises. Then, people within the bank spoke first and talked about their understanding of the bank brand and services.

The senior executives inside the bank lowered their heads and looked at the notebook within their sight. No one spoke before they understood the president's intentions.

"Since you don't speak, let our partner suppliers speak," said President Jiang:

"Mr. Cui, then you can talk about it."

"Okay, then from the perspective of an ordinary user, let me talk about my understanding of our Longdu Industrial and Commercial Bank."

Cui Ning first talked about his business experience, including opening eight at ten counters, then closing the door at noon and re-selecting numbers in the afternoon. The conclusion is that three words are "anti-human".

"In my personal opinion, what is important about a brand is the construction of human nature. Even if the bank is really busy and needs to organize data, it must not let customers feel that the bank store bullies customers.

If it were me, once there were too many people in line, I would definitely open all ten windows, and then I would also have to arrange personnel to provide services in the lobby to make customers feel that they are valued. It is no longer an old era, and service can bring value. The era of high-ranking bank counters is really over.

I also have a dozen people and user experiences here, which are experienced by our company’s employees themselves.

One of the employees wanted to withdraw money of 5,000 yuan. The Atm machine was queued up, but the counter was not busy. However, the bank manager said that the first choice for withdrawal business was to operate the Atm machine. The key was three Atm machines and two were suspended. The business that my employees could complete in two minutes took forty minutes.

Then, the withdrawal of 5,000 yuan cannot be withdrawn at once. It must be withdrawn five times, and only one thousand can be withdrawn at a time. Whether from the perspective of technology or convenience, it is really a waste of time.

There is another employee who lost his bank card and wanted to apply for a bank card with the same card number. As a result, he went to three banks and none of them provided this business. This is extremely simple, from a technical perspective or from a user perspective. However, as the largest banking institution in Longdu, he did not consider the user's feelings and convenience, and blindly put himself in a good position. This is something I can't understand.

I am really worried about how our state-owned banks face competition once the banking industry is liberalized to international capital after entering the market in 2001.

Of course, the cases I mentioned above are all from the perspective of user convenience and service, and what is the brand?

A bank brand is actually not just a unified logo and bank decoration. Our bank does a good job in this regard. After all, we are rich and generous, and they are all unified decorations, taking into account safety needs.

But brands are more about details and listening to thunder in silence. For example, it is so hot in summer, why don’t the bank put a water dispenser and disposable paper cups? Those who are here can go to some service companies to learn, such as insurance companies, and see how difficult it is to obtain an insurance employee and how attentive it is to gain a user.

The reason why we are not attentive is because of monopoly, because when sitting in the bank, customers come to the door, and customers also have to handle some business. If we think about it the other way around, customers can also have the right to not choose us, then should we be under some pressure?

So in this regard, I strongly recommend that after each customer ends, a service evaluation button is established in the window, with three buttons on it, including satisfaction, general and dissatisfaction. If a staff member’s dissatisfaction exceeds 50%, it must be due to a problem with the service or business level. It is necessary to re-educate, or re-arrange the position according to business assessment.

Of course, I have no right to ask about internal management and competition mechanisms. What I want to say is that we should take it seriously, and that business that can be handled independently must be handled independently in the future. This will save everyone's time and public resources. Moreover, with the development of technology, I believe that online banking will become more and more common, just like the popularization of Atm machines, which will greatly facilitate our lives.

By the way, it is also aimed at high-end customers, through personalized and VIP services, customers can constantly use new products, and then strengthen their stickiness with customers, so as to maximize their market value.

For example, some high-end customers skip the queue, provide dedicated personnel to serve, serve, etc., to achieve psychological penetration of the brand.”

Cui Ning analyzed and told his bank brand and service views from the perspective of human nature. President Jiang listened very carefully and kept recording. Cui Ning talked for twenty minutes, and then several senior executives present looked very bad because some of the sectors were part of their management.

After Cui Ning finished speaking, Jiang Zhang pretended not to see the change in the executive's face and said with a smile:

"Cui Ning's words made me suspect that I went back to the planned economy era more than ten years ago, even the old society. At that time, the threshold for banks was so high that ordinary people didn't dare to go in. Then they had to go in and check the counter and the faces of staff after handling a business.

It has been 2000 years, and many of our services are still self-centered. It really surprised me. Vice President Lei, do you think what Mr. Cui said makes sense?"

Vice President Lei, who was named by President Jiang, was in his forties or fifties. He had gray hair very early and looked more than ten years older than his actual age. His main job was to build the banking service system, so he was always on the verge of pins and needles. When President Jiang called him, he didn't know how to speak.

"Tell me, because after all, Mr. Cui does not understand our internal security needs and some internal career arrangements. Your opinions from all aspects collided with each other. The purpose is to do a good job. If you need to improve, don't be afraid of medical treatment."

Vice President Lei carefully looked at President Jiang's face, coughed softly, and said:

"Governor Jiang said a lot, our service level and philosophy, as well as our understanding of the company's brand, need to be improved. However, we are a financial institution after all, unlike corporate units, so the first thing we consider for many workflow designs is safety.

For example, the withdrawal amount and the withdrawal amount are calculated extensively. The amount above 1,000 is the most scientific and convenient for the computer's background calculation and accounting.

It is not impossible to ask users to evaluate our staff, but many of our banks have queues and waiting for a long time, so users will definitely be unsatisfied. This is actually very unfair to the staff.

As for the loss of a bank card, it is not unconsidered that the bank card with the same card number is not considered. However, from the perspective of security, once the bank card numbers are connected, the lost bank card may have various risks. However, with the improvement of technology, this should not be a problem in the future. However, the first thing we consider is security. Between business models and security, security is the first priority.

As for the independent service, our personal online banking will be launched soon, but at present, it is not very meaningful and has few users. It is a future strategy. I personally believe that counter processing will still be the main model of banking services in the next few years.

As for the maintenance and development of major customers, I have been thinking about this question, but it involves interest rates, interests and relationship costs, so I don’t have a very standard answer.”

President Jiang nodded:

"The technical department, Vice President Liu, you are in charge of technology. Do you think there is a contradiction between technology and service?"

"There are conflicts, but they can be resolved." Vice President Liu is in his forties and can be said to be young and strong, and also has some personal thoughts:

"I also asked similar questions at the internal meeting. I am not just a matter of technology and management, but a matter of market. For example, in Longdu, some banks close to old-fashioned communities, every 15th day of the first day, there are some retired employees who line up with their passbooks to check their salary and get their salary?

This is the reason why many elderly people take several bus stops to buy vegetables, and they often go to buy vegetables during the morning rush hour, because the prices at that time were cheap.

But we know that this is an extremely waste of public resources, but it also involves human rights, so this is a social paradox.

In response to the problem of queuing elderly people in some banks, we cannot provide many good services first. We must make the elderly people actively reduce and give up queuing. Some banks at the entrance of some communities only have a counter, or when it is the first and fifteenth day of the lunar month, we choose to close the door and count it in order to avoid huge waste of internal resources.

Similarly, some services are not impossible to provide, but they have to consider the cost and a series of problems caused by the launch of certain businesses.

For example, the withdrawal amount of the Atm machine is actually 5,000 yuan to meet the needs of most users, but it definitely cannot meet the needs of some special users. Under the current conditions, we cannot make a private decision to increase the withdrawal amount. After all, we still have superior units, which is an industry problem.

As for withdrawals from other places, and even some ATMs cannot withdraw money, this problem has a long history and is very simple. I cannot solve these problems. President Jiang, you know, it takes time to solve these problems, and it also requires consideration of the interests of local banks."

President Jiang smiled:

"Deputy President Liu, not only knows technology, but also studies sociology. Mr. Cui, what are your thoughts on the sharing of Deputy Lei and Deputy Liu?"

Cui Ning looked at the two deputy presidents and colleagues present and said:

"The two leaders said it very objectively, and my idea is very simple, four words, don't be afraid of trouble.

As Vice President Liu said just now, in some communities, the elderly queued up to check their wages, which was not necessary or wasted greatly, which really made people helpless.

But from another perspective, each of these hundreds of millions of elderly people has a fixed monthly pension, and they usually don’t change banks when opening an account in a bank. Because it is the unit for opening an account, they are real big customers and important potential customers of the bank. So why do we only consider services and resources, and never think about developing and designing a product for them separately?

Why not think about the problem from the perspective of revenue and service, but from the perspective of passive service?

If technology cannot serve customers, if service cannot increase revenue, it must be that it is not attentive enough and I am afraid of trouble. I don’t know if this will offend you, but I hope that all leaders will really think about how to face future competition from the perspective of market and human nature?”
Chapter completed!