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论文编号：	6009
作者编号：	2120112721
上传时间：	2013/12/10 14:38:42
中文题目：	A商业银行客户服务中心绩效评价研究
英文题目：	Research on Performance Management of Chinese A Commercial Bank Call Center
指导老师：	王永进
中文关键字：	绩效考核;商业银行;客服中心;客服代表
英文关键字：	Performance appraisal;commercial bank;customer service center;customer service representatives
中文摘要：	随着金融信息化趋势显著，以网上银行、自助金融、移动银行为主要形式的电子银行服务模式快速发展，为客户提供传统银行渠道无法比拟的便利、高效、标准化的金融服务体验，而连接上述电子银行服务的关键渠道就是客户服务中心。传统银行主要靠增加网点、人员配备和机具设施拓宽服务面，这种金融资源配置模式存在成本高、耗时长、同质无序竞争等问题。金融信息化的趋势下，商业银行从战略上应将网点这个服务成本最高的金融渠道定位于开展营销产品、开发新客户、维护客户关系等高附加值活动，而不应将过多精力放在低附加值业务处理上。客服中心是支持网点转型、提供便利的客户体验式金融服务、扩大服务覆盖面、支持新型城镇化建设的关键突破口。因此，客服中心作为除物理网点外的必要服务渠道与业务模式，能够凭借其低成本、全天候、高效优质的金融服务特色为商业银行建立更佳的客户关系，提升客户满意度，而实现科学运营客服中心的关键条件就是良好的客服代表绩效考核评价体系。本文研究了我国商业银行客服中心、客服代表绩效考核评价问题。首先，本文介绍了客服中心的概况，同时提出了我国商业银行客服中心现行的绩效考核评价标准存在的问题。同时，本文以某国有商业银行客户服务中心客服代表绩效考核实务为案例研究，以精细化管理为导向分析了其优异性。此外，本文还针对绩效考核问题提出了一定的策略建议，以期为我国商业银行客服中心提供一些管理启示。
英文摘要：	The development of information technology has greatly facilitated financial innovation and financial informatization. By offering convenient and standardized financial service, such electronic banking as online banking, self-service banking and mobile banking have been gaining momentum. Customer service center is of great significance for delivering E-banking service. To accelerate development, traditionally, commercial banks used to establish more bank offices and recruit more people, which is not cost-effective at all. With the mushrooming and thriving of E-banking, commercial banks should strategically transform bank offices into relationship centers that focus on maintaining customer relationships, seeking new customers and promoting products. Meanwhile, commercial banks should move all of their low value added banking activities, e.g. balance inquiry or loss report, to the E-banking channels. Customer service center can effectively cover more customers and greatly enhance customer experience; therefore, it will be an indispensable service mode for commercial banks. Most importantly, performance appraisal is essential for running a effective customer service center. This paper studies on customer service representatives performance appraisal for Chinese commercial banks. To begin with, this paper introduces status quo of Chinese customer service centers and their setbacks. Meanwhile, a case study on a state-owned commercial bank is conducted. Based on delicacy management, this paper analyze the bank’s scientific performance appraisal. Lastly, this paper puts forward some suggestions on customer service representatives performance appraisal.
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