基于线下网点的企事业大客户“陪伴式”场景服务模式探究

The Research of the Companion Mode of Scene Service to the Key Customers of Enterprises and Institutions Based on Bank Offline Outlets

现阶段,金融创新领域迅猛发展,但商业银行金融产品及金融服务同质化特征并未明显改善。加之商业银行内部资源配置等传统问题,使其在提高市场竞争力方面仍需探索个性化出路。论文提出企事业大客户"陪伴式"场景服务模式,是探索客户细分后,基于线下网点的企事业大客户服务模式创新,是以客户为中心,深挖客户需求、优化服务体验的设计方法。商业银行通过整合、优化服务资源,提高服务水平,解决"客户需要什么""银行怎样提供"的问题,在提供标准化服务外,针对客户的个性化发展方向,创新竞争理念,创造互动引导的工具和方法。

With the rapid development of financial innovation nowadays, the homogeneity of financial products and service remains same. Due to the traditional resource allocation methods, commercial bank still needs identified sergice. In this paper we propose accompanying sencse service which refers to service innovation customized for key enterprise and institutions after segmentation. This innovation is customer-centered and designed according to customers’ requirements. In order to achieve this goal, commercial bank needs to optimize service experience and develop standard of service. Furthermore, we need to create tools and techniques based on concept of competition, with the aim of providing standard service to help fulfill customers’ nedds.