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建立人际资源圈关于BSC第三阶段的主要作用--论文代写范文
2016-04-29 来源: 51Due教员组 类别: Paper范文
51Due论文代写网精选paper代写范文:“关于BSC第三阶段的主要作用”。这篇论文主要介绍了BSC（平衡计分卡）在第三阶段实施过程中的主要作用，介绍了第三阶段主要是性能测量系统的改革，随着客户和银行之间的关系不断变化，客户正日趋占主导地位。
1. Third stage:
Although it helps the bank to improve the competitiveness and working efficiency, it was not balance among the four perspectives. The customer perspective is obviously less stressed. According to the role of balance, it was necessary to reallocate the weight. Therefore at the end of 2009, the bank decided to redistribute the weight which paid more attention on customer perspective. This is the third stage in the reformation of performance measurement system. In order to understanding the motives to increase the weight of customer perspectives, I interviewed the top manager Mr. Chen.
By interviewing Manager Chen in Funing branch, he said recently personal banking has developed rapidly. Business activities based on customer-focused service are the fundamental law of modern commercial bank to survival and develop. The capital of the bank mainly comes from customers. Relationship between customers and banks determine the development and the market competitiveness of the bank. Moreover, the relationship between customers and bank is constantly changing. The customers are now becoming the dominance:
1 the needs of customers convert from the simple depositing and loaning to multiple needs.
2 customer relations convert to intellectual relationship. With the development of capital market and securitization and electrification of financial instruments make the supply and demand of financial products increase rapidly.
3 The trend of differentiation customer relations. Polarization in sized customers emerged.
4 The relations of customers tend to shift to competitiveness. Because of the appearance of other commercial banks make the competition of high quality customers more intense.
Other than this, facing the increasingly fierce competition from foreign banks recently, the Bank of China set strategy as customer focused strategy, treat customer retention and develop high quality customers as priority; relying on science and technology, integration of business both at home and abroad，developing intermediate business, providing comprehensive financial service to meet the needs of different level of customers.
Under such condition, only placing funds to high quality customers, and providing multiple services to customers can the bank maximize profit and improve proceeds. By means of BSC, the concept of customer center is able to reflect all links of operation management, and the idea of value chain is applied in the procedure. It integrated the customer value, organization value and employee value to improve the efficiency of the bank. Through creating customer value, it will to achieve the self worth of the bank and through full displaying the employee value to achieve the sustainable development of the bank.
Therefore, it increased the proportion of customer perspective to 25%. Specifically, the bank increased KPI of customer perspective such as customer loyalty and the rate of customer complaint and the customer satisfaction to the service of employees. In addition, it applied variety of ways to measure the indicators in customer perspective. In order to evaluate the satisfaction of customers, the bank assessed satisfaction evaluation in fixed days and conducted some random inspection. Measuring and analyzing the statistics of churn rate and rate of complaining from customers. Besides, with respect to maintaining old customers, Funing branch realized service of diversity is an effective way to gaining customers. The new product launched in Funing branch that using receivable accounts as pledge to open bank acceptance bill received rave reviews from many customers with imports and exports business. It does not only maintain old customers but also gained some new customers. What is more, the bank conducted the promotion of customer manager system which was especially helpful to improve the relations with customers.
In order to understand the detailed application of customer manager system, this research interviewed a customer manager. He stated the benefit of applying this system. After applying customer manager system, the customers can get comprehensive financial service directly. Also customer manager system is helpful to improve the quality of credit assets because as the primary responsibility, customer managers must make sure the quality of credit and responsible for tracking and feedback to solve any unusual condition. So it guarantees the quality of credit assets. The obligation of customer manager is carefully selection of high quality customers and projects. This system meets the needs of various customers and at the same time, it promotes all kinds of financial products and services. Customer managers become the medium between commercial bank and customers that help the bank to establish a high quality client base.
Another improvement of the new BSC is it detailing each strategy into two layers of indicators and assign responsibilities to individuals.
In terms of the different job responsibilities, the bank assigned tasks to each position and set BSC indicators for hall managers, financial planning managers, marketing manager, cash tellers and non-cash tellers respectively. The following are the specific indicators for each position.
1. Hall manager. According to the responsibility of hall manager, the emphasis of the evaluation mostly include (1) identification and induction of excellent customers; (2) channeling customers to the right areas; (3) marketing to ordinary customers.
2. Financial planning manager: (1) marketing of banking products; (2) maintaining good customer relationship.
3. Marketing manager: (1) searching for new customers; (2) marketing of products.
4. Cash tellers: (1) processing counter services; (2) identifying excellent customers and introduction of investments; (3) channeling ordinary customers.
5. Non-cash tellers: (1) processing non-cash business; (2) sales of banking products and investment products; (3) optimization of identifying excellent customers.
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