The special meeting of the bank convened and attended by President Jiang was not about banking business, but about brand promotion and how to strengthen the brand's foreign cooperation, which was also a relatively rare meeting.

Before the meeting, Cui Ning arranged for more than a dozen people to go to different branches of Longdu Bank to handle different businesses, and then from the perspective of brand and service, they had an in-depth experience and handed back their respective experience reports.

Cui Ning took this experience report, and learned about some of the bank's business and some problems faced by the bank through various channels, and participated in the meeting.

Speaking of which, Cui Ning is neither a financial expert, nor a prospective customer of the bank, and a person who does not know how much money he has, and does not know how to manage money at all, the only advantage of participating in this kind of meeting is based on his understanding of human nature and the experience of experiencing banking services with himself and his employees.

At the beginning of the meeting, President Jiang made a brief speech, as well as scenes and dry goods, which is the consistent style of large enterprises, and then asked people inside the bank to speak first and talk about their understanding of the bank's brand and services.

The executives inside the bank, one by one, lowered their heads and looked at their notebooks in their sight, and no one spoke until they figured out the president's intentions.

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

"Mr. Cui, let's talk about it."

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

Cui Ning first talked about his business experience, including opening eight out of ten counters, then closing the door at noon, and re-taking the number in the afternoon, and the conclusion was three words "anti-human".

"In my personal feelings, the important thing about the brand is the construction of human nature, even if the bank is really busy and needs to sort out the data, but it must not make customers feel that the bank store is bullying customers.

If it were me, if there were too many people in line, I would open all 10 windows, and then I would arrange special personnel in the lobby to serve customers and make them feel valued. It is no longer an old era where service can bring value, and the era of high bank counters is really over.

I also have a dozen people and user experiences here that are personally experienced by our employees.

One of the employees wanted to make a withdrawal of 5,000 yuan, and the ATM machine was queuing up, but the counter was not busy, but the bank manager said that the first choice for the withdrawal business was the ATM operation, the key was three ATMs, two suspended services, and my staff could have done the business in two minutes, but it took 40 minutes.

Then, withdraw 5,000 yuan, you can't take it out at once, you have to withdraw it five times, you can only withdraw 1,000 at a time, whether from the perspective of technology or convenience, it's really redundant.

There is another employee, the bank card was lost, and he wanted to get a bank card with the same card number, but he ran three banks, and none of them provided this business, which is extremely simple from a technical point of view or from the user's point of view, but as the largest banking institution in Longdu, it does not consider the user's feelings and convenience, and blindly feels good about itself, which is incomprehensible to me.

I'm really worried about how our state-owned banks will face competition once the banking industry opens up to international capital after it entered the market in 2001.

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

A bank's brand, in fact, is definitely not only a unified LOGO and bank decoration, which our bank has done very well, after all, we have a lot of money, and they are all unified decoration, as well as taking into account the security needs.

But the brand is more about the details, as well as listening to the thunder in the silent place, for example, it is so hot in summer, why the bank does not put a water dispenser and disposable paper cups, you can go to some service companies, to learn, such as insurance companies, to see how difficult it is for an insurance officer, in order to obtain a user, and how attentive.

The reason why we don't care everywhere is because of monopoly, because sitting in the bank, there are customers who come to the door, and the customers also have to handle some business, if we think the other way around, customers can also have the right not to choose us, then should we have some pressure?

So at this point, I strongly recommend that after each customer ends, set up a service evaluation button in the window, there are three buttons of satisfaction, general and dissatisfaction, if a staff member's dissatisfaction exceeds 50%, it must be a problem with the service or business level, and it must be re-educated, or rearranged according to the business evaluation.

Of course, I have no right to ask about the internal management and competition mechanism, what I want to say is that the use of the matter, there is the business that can be handled independently, the future must be able to handle independently, which not only saves everyone's time, but also saves public resources, and with the development of technology, I believe that online banking will become more and more common, just like the popularity of ATMs, which will greatly facilitate our lives.

By the way, there is also for high-end customers, through personalized and VIP services, so that customers continue to use new products, and then strengthen the stickiness with customers, so that the market value of customers is maximized.

For example, for some high-end customers, skip-the-line, dedicated service, VIP service at the airport, etc., to achieve the psychological penetration of the brand."

Cui Ning analyzed and talked about his bank brand and service views from the perspective of human nature, President Jiang listened very carefully, and has been recording, Cui Ning spoke for 20 minutes, and then the faces of several executives present were very ugly, because some of the plates were the part they managed.

After Cui Ning finished speaking, President Jiang 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 had returned to more than ten years ago, the era of planned economy, and even the old society, when the threshold of the bank was so high that ordinary people did not dare to enter it at all, and then to handle a business, they had to look up at the counter and the faces of the staff.

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

Vice President Lei, who was named by President Jiang, is forty or fifty years old, has gray hair very early, and looks more than ten years older than his actual age.

"Let's talk about it, because after all, Mr. Cui doesn't understand our internal security needs, as well as some internal career arrangements, your views from all sides collide with each other, the purpose is to do a good job, improve the improvement, don't shy away from the doctor."

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

"President Jiang said a lot, our service level and concept, as well as the understanding of the company's brand, need to be improved, but what about us, after all, is a financial institution, different from an enterprise unit, so a lot of workflow design, the first consideration is security.

For example, the amount of withdrawals, as well as the amount of withdrawals each time, have been calculated a lot, and the amount above 1000, each time you withdraw a thousand, is the most scientific, and it is also convenient for the computer's background calculation and accounting.

And if users are asked to evaluate our staff, it is not impossible, but many of our banks have queues and long waiting times, and users are definitely not satisfied, which is actually very unfair to the staff.

As for the loss of bank cards, it is not without consideration to reissue bank cards with the same card number, but from the perspective of security, once the bank card numbers are connected, the lost bank cards are likely to have various risks, but with the improvement of technology, this should not be a problem in the future, but we first consider security, between business model and security, security is the first.

On the side of independent service, our personal online banking will also be launched soon, but at present, it is of little significance, there are few users, and it belongs to the future strategy, and I personally believe that counter handling will still be the main mode of banking services in the next few years.

As for the maintenance and development of large customers, I have been thinking about this question for a long time, but it involves interest rates, benefits and relationship costs, so I don't have a very standard answer."

Governor Jiang nodded:

"Technology department, Vice President Liu, you are in charge of technology, do you think there is a contradiction between technology and service?"

"There are contradictions, but they can be resolved" Vice President Liu is in his 40s, and it can be said that he is in the prime of life, and he also has some personal thoughts:

"Mr. Cui said a few questions, I also raised similar questions in the internal meeting, I am not only a problem of technology and management, but a problem of the market, for example, Longdu, some banks close to the old-fashioned community, every fifteenth, there are some retired employees, holding a passbook to line up to check the salary to the account?

This is a reason why many elderly people take the bus to buy groceries at a few stops, and they often go to buy groceries in the morning rush hour, because the price of vegetables is cheap at that time.

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

In view of the problem of queuing for the elderly in some banks, we can not provide a lot of good services in the first place, so that the elderly can take the initiative to reduce, and give up queuing, and even some banks at the entrance of the community, only set up a counter, or to the first and fifteenth days of the new year, choose to close the door and count, in order to avoid a great waste of internal resources.

In the same way, some services are not unable to be provided, but need to consider the cost and a series of problems brought about by the opening of some services.

For example, the withdrawal limit of the ATM machine, in fact, 5000 yuan can meet the needs of most users, but it can definitely not meet the needs of some special users.

As for the problem of withdrawing money from other places, and even some ATMs cannot withdraw money, this problem has been around for a long time, it is very simple, the problem of procurement, the problem of technological upgrading, the problem of interests, I can't solve these problems, President Jiang, you know, it takes time to solve these problems, and it is more necessary to take into account the interests of local banks."

Governor Jiang smiled:

"Vice President Liu, not only understands technology, but also studies sociology, Mr. Cui, do you have any thoughts on the sharing of Vice Lei and Vice Liu?"

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

"The two leaders said 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 queue up to check their salaries, which is actually unnecessary and a great waste of resources, which is really helpless.

But from another point of view, these hundreds of millions of old people, each of whom has a fixed pension every month, and open an account in a bank, generally do not change banks, because it is a unit to open an account, so they belong to the real big customers of the bank, and important potential customers, so why do we only consider services and resources, and have not thought about developing and designing a product for them alone?

Why not think in terms of benefits and services, but in terms of passive services?

If technology can not serve customers, if the service can not increase revenue, it must be not attentive enough, and afraid of trouble, I don't know if it will offend you, but I hope that the leaders really think about how to face the future competition from the perspective of the market and human nature?