On the Establishment of Personal Internet Banking VIP Service Center

1、 on the establishment of personal internet banking vip service center submitted by luxiaolistudent id numberupervised by sunmina paper submitted in fulfillment of the requirements of the degree of bachelor of artsthe institute of online educationbeijing foreign studies university

2、september, 2007北京外國語大學(xué)網(wǎng)絡(luò)教育學(xué)院學(xué)士學(xué)位論文誠信聲明本人鄭重聲明： 所呈交的學(xué)士學(xué)位論文，是本人在導(dǎo)師的指導(dǎo)下，獨(dú)立進(jìn)行研究工作所取得的成果。論文所涉及的項目為本人親自負(fù)責(zé)或者參與實(shí)施的項目。除文中已經(jīng)注明引用的內(nèi)容外，本論文不含任何其他個人或集體已經(jīng)發(fā)表或撰寫過的作品成果。本人完全了解本聲明的法律結(jié)果由本人承擔(dān)。 學(xué)士學(xué)位論文作者簽名：陸曉黎 日期：2007年09月28日論文摘要中國銀行股份有限公司是國內(nèi)上市較早的四大國有股份制商業(yè)銀行之一，經(jīng)過幾十年的經(jīng)營，各項業(yè)務(wù)呈現(xiàn)出飛躍式發(fā)展。中國銀行立足于外匯業(yè)務(wù)，網(wǎng)絡(luò)遍布世界各地，是中國在全球的一家標(biāo)志性金融機(jī)構(gòu)。為了適應(yīng)

3、中國加入wto后的巨變，加速現(xiàn)代商業(yè)銀行國際化競爭力，中國銀行開始大力發(fā)展網(wǎng)上銀行業(yè)務(wù)。我所在的中國銀行南京市大廠支行今年要求開辦3000戶個人網(wǎng)上銀行賬戶，開戶任務(wù)數(shù)遠(yuǎn)遠(yuǎn)超過了往年。目前，中國銀行網(wǎng)上銀行總開戶數(shù)量已達(dá)300多萬戶，過去的幾年中，大廠支行年均開戶約600戶左右。隨著各家商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)的不斷開拓，市場競爭越趨激勵，我行感到身上所肩負(fù)的任務(wù)越發(fā)沉重。我們都知道，近年南京地區(qū)的大小商業(yè)銀行及其網(wǎng)點(diǎn)不斷增加，各家支行對網(wǎng)上銀行的推廣力度隨之加大。近年大廠區(qū)歸并六合區(qū)后，城區(qū)地域不斷擴(kuò)大，銀行網(wǎng)點(diǎn)建設(shè)相對遲緩，營業(yè)大廳常出現(xiàn)存款排隊的現(xiàn)象?？蛻艮k理業(yè)務(wù)耗時耗力，對后續(xù)服務(wù)產(chǎn)生的不

4、滿情緒日益突出，對網(wǎng)上銀行業(yè)務(wù)的拓展產(chǎn)生了很大的負(fù)面影響?？萍嫉陌l(fā)展為銀行業(yè)帶來了生機(jī)，國際互聯(lián)網(wǎng)業(yè)務(wù)的普及給銀行業(yè)提供了快速發(fā)展機(jī)遇，為我行開辟新的服務(wù)方式創(chuàng)造了有利條件。本論文設(shè)計將由我所在的個人金融業(yè)務(wù)部牽頭建立一家個人網(wǎng)上銀行vip客服中心，通過采用24小時電話和網(wǎng)上顧客在線申請、消費(fèi)、掛失、轉(zhuǎn)賬等業(yè)務(wù)受理，以先進(jìn)的營銷、交易和客服方式，爭取在較短時間內(nèi)改善服務(wù)，拓寬市場，廣聚客源，從而使個人網(wǎng)銀開戶數(shù)得到有效提高。本論文前期通過目標(biāo)客戶的分組問卷調(diào)查、swot分析法等研究方法找出改建設(shè)計的方案。中期在個人網(wǎng)上銀行vip客服中心的設(shè)計和建設(shè)過程中，通過項目負(fù)責(zé)人工作日志、項目進(jìn)度流程表

5、等形式來檢查和確保設(shè)計內(nèi)容得到及時調(diào)整和如期完工。后期在個人網(wǎng)上銀行vip客服中心建成試營階段，主要采取前后開戶數(shù)和交易額的對比來進(jìn)行評估。從而實(shí)現(xiàn)我們的目標(biāo)，即提高我們的服務(wù)質(zhì)量，增加客戶對個人網(wǎng)上銀行業(yè)務(wù)的滿意度。我們利用近兩個月的時間從2007年3月5日到4月23日完成了這一項目的初步分析、調(diào)查、計劃和實(shí)施。經(jīng)過前期仔細(xì)的調(diào)查分析及切實(shí)可行的設(shè)計，中期認(rèn)真的建設(shè)施工和后期客觀評估，本論文設(shè)計的個人網(wǎng)上銀行vip客服中心得以順利建成運(yùn)營，全面實(shí)現(xiàn)了營業(yè)時間全天化、服務(wù)形式個性化、服務(wù)效率快捷化，使新客戶數(shù)量持續(xù)快速增長，開戶數(shù)和交易額均獲得了我們預(yù)期的效果。本項目實(shí)施后，在一定程度上提高了

6、客戶對個人網(wǎng)銀使用的滿意度, 同時也穩(wěn)定了我行主要的客戶群及相應(yīng)的市場份額。我由衷地感到：銀行業(yè)要想得到持續(xù)發(fā)展，必須想客戶所想，急客戶所急，適時有效地推出為客戶所滿意的服務(wù)項目將是一個行之有效的重要策略。abstract this dissertation presents a detailed report of a project implemented by dachang branch, bank of china, to establish a personal internet banking vip service center for providing more pract

7、ical, professional and efficient services to our customers of personal internet banking. based on the hypothesis that if the personal internet banking vip service center is established, and offer more professional services for them, then customers will receive all necessary knowledge and convenience

8、 to apply and handle the personal internet banking business. thus we not only can enable them to obtain safe, convenient, express and efficient personal internet banking services at any time, but also make our bank more competitive in the same business among all the banking.as a personal banking man

9、ager in dachang branch, bank of china, i am in charge of the implementation of this project. we take eight weeks to complete this project from 5 march to 23 april 2007. this dissertation follows the project from identification and analysis of the problem, through to discussions of the project concep

10、tion and desired objectives, the hypothesis and rationale for the project and finally implementation and measurement of the results of the project. the goal was achieved through the team efforts of all the project members. success was measured by customer reaction. after the implementation of this p

11、roject, customers are now able to receive the new business at their convenience. the great majority of customers were satisfied with the vip service center. customers not only received the necessary knowledge but also improved their ability and skill in solving the problem of the personal internet b

12、anking business. the project hypothesis has proved to be reasonable and applicable. the project successfully achieved its objectives, better satisfying customers needs and wants, improving the satisfaction rate of our customers by at least 30%. the project has enabled our customers to obtain secure,

13、 convenient and fast quality services at any time. this is a significant change which will improve the development of personal internet banking dramatically.table of contents pagesabstract in chinese1abstract in english11. introduction 12. summary of the preliminary research2 2.1. problem 2 2.2. pro

14、blem analysis3 2.2.1 companys current situation3 2.2.2 needs and wants analysis5 2.2.3 swot analysis73. project objective and hypothesis93.1. project objective93.2. project hypothesis104. project rationale105. project design115.1. planning activities115.1.1 activities with time-scale115.1.2 people i

15、nvolved and responsibilities125.2. costing125.2.1 cost of material and equipment125.2.2 cost of time and labor135.2.3 cost of finance135.2.4 contingency allowance135.3. risks analysis145.4. management and control156. project implementation166.1. general introduction of time, place of project impleme

16、ntation166.2. the working steps of implementation166.3. monitoring177. project findings and discussion177.1. results177.2. discussion198. conclusion20bibliography23appendix: questionnaire24appendix ii: the project framework26appendix : flow chart of time-scale of activities27appendix : flow chart sh

17、owing critical path28on the establishment of personal internet banking vip service center 1. introductionbank of china（short for boc）was founded in 1912, has been included within the fortune global 500 for 13 consecutive years, starting in 1989. boc dachang branch was founded in dachang district in

18、1989, which has a five-storey building on the south side of the main road in the center of dachang town. it possesses about 130 employees and five business offices as well as seven departments. i have been working in the personal banking department as a personal relationship manager for nearly three

19、 years. developments in internet technology and e-business have fostered both a completely new set of economic concepts and a revolution in business models, which make our dreams come true more quickly than ever. with the rapid development of the internet, boc has developed a series of new business,

20、 especially the personal internet banking for people who have easy access to the internet. however, the personal internet banking business opened by other merchant banks have been developed remarkably rapid during recent years, the numbers of account opening in our bank have exceeded 3 million. the

21、amount is three times than that of 2004. it brings customers convenience as well as trouble. because many people who are persuaded to open the account often dont know how to use it. at the same time, the personal internet banking business between stock merchant banks becomes more competitive. the in

22、dex amount assigned to our bank has increased vertically in recent years. we feel the pressure on our shoulders is extremely heavy.with the rapid increasing numbers of personal internet banking accounts, we have received a lot of complaints from customers that there should be a vip service center in

23、 our bank, which faces only to customers of personal internet banking. we want to design a project to better satisfy our customers demand for professional banking services in fast, secure and easy ways. thus our bank felt an enormous pressure facing such a rising market full of other stock merchant

24、banks fierce competition.it is hypothesized that if we can provide the customers of personal internet banking with the vip service center, then we can offer more services for them so as to enable them to obtain safe, convenient, express and efficient personal internet banking services at any time. w

25、e launched a two-month project to design and rebuild the vip service center from march 5th, 2007 to april 23rd, 2007. the period of the whole project is eight weeks. most of those design and construction of the project was taken place in our bank.in order to carry out the project i read several book

26、s for studying how to analyze the problem. i did find out many useful methods for analysis including interviews, face-to-face discussion, focus groups, brainstorming and swot analysis. my project design was based on the needs and wants analysis and the current situation of our bank, the financial re

27、source, human resource, and physical resource. this dissertation used a series of monitoring and evaluating tools to ensure the scheduled activities were fully carried out, which included project schedule, project progress checklist, and so on. the special evaluation standards and result analysis we

28、re also adopted for plan evaluation. it was expected that with the mentioned special tools for the project, careful arrangement, and hard working of all involved persons this project would take place smoothly and the objective would be achieved successfully. when the project was accomplished and run

29、 through a quarter, we interviewed some customers possessing the personal internet banking accounts and some managers from different departments. from the collected information and their satisfaction, we could be sure that the project had been very successful as our expectation. 2. summary of the pr

30、eliminary research2.1problemi work as a personal relationship manager in the personal banking department of dachang branch, bank of china. our branch has been apportioned the duty of opening 3000 personal internet banking accounts this year. the index amount is much more than that of last year. pers

31、onal internet banking is a new kind of business area launched several years ago, which is quite different from the traditional business run in our bank. in order to meet the demands of the rapid development of the internet, bank of china, inheriting her tradition of technological innovation, has pro

32、vided her customers with a safe, convenient, express and efficient internet banking service, personal internet banking, by using the advanced internet technology. however the new business isnt as flourishing as our original intention. thus our bank felt an enormous pressure facing such a rising mark

33、et full of other stock merchant banks fierce competition. it is difficult or even impossible for us to fulfill the task in time. in order to complete the index task smoothly on schedule, wed better have a better understanding of the customers apart from a general picture of its own place in the pers

34、onal internet banking market. it is believed that market research on consumer behavior will help provide a clear picture of its customers needs and wants, and give us a firm basis for measures to improve customers satisfaction. wed better make a practical project to popularize the personal internet

35、banking accounts effectively.2.2problem analysis2.2.1 companys current situationbank profilebank of china（short for boc）was founded in 1912, has been included within the fortune global 500 for 13 consecutive years, starting in 1989. between 1992 and 2002, boc was awarded the best domestic bank by eu

36、romoney nine times (the best bank in china in 2001), whose earnings have been the best amongst its chinese peers. boc dachang branch was founded in dachang district in 1989, which has a five-storey building on the south side of the main road in the center of dachang town. it possesses about 130 empl

37、oyees and five business offices as well as seven departments. i have been working in the personal banking department as a personal relationship manager for nearly three years. developments in internet technology and e-business have fostered both a completely new set of economic concepts and a revolu

38、tion in business models, which make our dreams come true more quickly than ever. with the rapid development of the internet, boc has developed a series of new business, especially the personal internet banking for people who have easy access to the internet. this would reduce their financial cost an

39、d improve operational efficiency.current situation of the personal internet banking businessin order to meet the demands of those people who have little time to queue in business halls and adapt to the development of finance market, boc offers a wide range of personal internet banking business which

40、 provides you with services integrating banking, investment, and assets management, and enables you to fully enjoy unrestricted pleasures of modern life. you can access our global network through more than 11,000 offices in 27 countries and regions, as well as our internet banking services via inter

41、net in any where, at any time. since boc launched the e-banking business in may 2004, personal internet banking has over 60 functions in 12 classes, is able to meet various banking service demands of customers at different levels, and provides highly safe, individualized services for you. the person

42、al internet banking businesses in boc are evaluated the most competitive e-banking brand.however, the personal internet banking business opened by other merchant banks have been developed remarkably rapid during recent years, the numbers of account opening have exceeded 3 million. the amount is thre

43、e times than that of 2004. it brings customers convenience as well as trouble. because many people who are persuaded to open the account often dont know how to use it. at the same time, the personal internet banking business between stock merchant banks becomes more competitive. the index amount ass

44、igned to our bank has increased vertically in recent years. we feel the pressure on our shoulders is extremely heavy.customer profile of the personal internet banking businessin order to popularize the personal internet banking business and increase the opening amount, wed better get a further under

45、standing of our target customers. the conditions of the customers are quite different due to their respective economic status, so we divide our target customers into four groups: (1) the first group should be white collars who take pleasure in attempting the new business.(2) the second group should

46、be civil servants and teachers who have easy access to internet.(3) the third group should be undergraduates who love to pursue new methods of life through internet.(4) the fifth group is identified as the high-ranking managers who would be wild about the convenient, swift and cost-effective solutio

47、n on financial services.2.2.2 needs and wants analysiscustomer needs and wants analysis of the personal internet banking businessin order to get a clearer idea of the views and opinions of our target customers, our department organized four focus groups as follows: 8 white collars6 civil servants an

48、d teachers10 undergraduates3 high-ranking managersafter they were invited to our bank to discuss the business we were going to popularize far and wide, they were asked to give open answers to the following questions, which were set according to our expectation of popularizing the personal internet b

49、anking business effectively.questionsl are you tired of rushing about between your office and the bank everyday?l are you always worried that you are unable to check your financial status and to operate your accounts while traveling?l are you looking for a good means to use funds efficiently and to

50、reduce financial cost?l are you seeking to match your grand plan of centralized financial management with the right banking solution?l do you think the personal relationship managers and hall consultants are considerate, patient, friendly and polite enough? l what service advantages do you know the

51、personal internet banking has?l do you think it convenient to use personal internet banking for consumption and transaction on internet?l how do you feel about the ad brochures about personal internet banking?l can you give us any suggestions on the ad brochures?l what often disappoints you when you

52、 use personal internet banking for consumption and transaction?the answers were beneficial and helpful for the popularization project of personal internet banking.complaintsl the personal internet banking business has fewer scopes than that of counter ones, which narrow down their choices for transa

53、ctions. l the operation approaches of personal internet banking online are too complicated.l it is unsafe to use personal internet banking for payment and transfer.l there may be false website of boc on the internet, which will lure them to leak out their important personal information and damage on

54、 their funds.l the personal relationship managers and hall consultants can not give appropriate help because of lacking experience of communicating with customers, l the ad brochures about personal internet banking are not very attractive.l it is inconvenient to use personal internet banking for con

55、sumption and transaction at some areas lacking of internet access.l the counters of boc business offices are scarce so that its often needed a long time for applying for the account.suggestionsl it is better to improve the integrated functions of personal internet banking so that they neednt possess

56、 several accounts every now and then.l boc should build more business offices in communities, especially in newly built areas.l it would be better if there could be a water fountain in the business office halls.l the consultants should know more about the new functions of e-banking business and should offer the attractive information before