Unifying Design and Construction Standards Offering as Much Convenience as Possible to Customers
CCB kicks off the VI project of business outlets

Recently, CCB Guangdong and Shenzhen branches opened new outlets with fresh visual image and function layout, marking the beginning of the visual image project throughout CCB business outlets. It is a major step of the bank to improve brand building, comprehensively implement the “customer-oriented” business philosophy, consolidate and optimize business process and provide customers with the best services.

It is said that in recent years to meet market demands for better bank outlet services CCB has increased input into the construction of outlets. The launch of the visual image project will guarantee the upgrading and building of outlets to move ahead steadily following a new single standard under the instruction of the headquarters.

CCB is the first commercial bank launching a comprehensive CI strategy in China. As early as in 1996 CCB has formulated the China Construction Bank Visual Identity Management Manual and implemented it throughout the bank. In recent years, as business develops steadily, the functions of CCB outlets have changed a lot and various products and services such as VIP wealth management, personal loan, electronic bank and self-service bank experience constant innovation. In April 2005, CCB kicked off the visual image design project in its business outlets to meet the need of business growth. Recently, the headquarters issued the Guidance on the Visual Image Project of Business Outlets, requiring to learn from the ideas and practices of international leading commercial banks in the area of visual image design, highlight the brand of CCB, insist on customer-orientation, well plan the function layout, optimize business process, provide as much convenience as possible for customers and raise service efficiency and quality at the business outlets. From now on over 10,000 CCB outlets nationwide will have a set of construction standards with unified visual image.

When visiting a newly established CCB pilot outlet, the reporter found that the room takes blue which is the bank’s company color as the dominant hue. The combination of various blue colors at the facade, guidance area, waiting area, closed counter, open counter, personal wealth management center and self-service bank demonstrates the design and construction principle of sobriety, simplicity, practicality and efficiency, highlighting the visual image of modernity, fashion, convenience and affinity.

In particular, the bank follows the philosophy of “customer orientation” in designing the layout of internal function areas and dividing the office area and customer service area reasonably. A guidance area is designated at the entrance and the layout of the self-bank area, open counter and personal wealth management center is fairly impressive. The big customer service area enables the bank to well plan its business process and provide better services to customers. In addition, the self-service bank area is linked with the lobby with the entrance towards the street, and the open counter is close to the closed one, which is designed to better meet customers’ non-cash service needs such as consulting and signing agreement so that upon entering the outlet customers will enjoy convenient and efficient services. The working area of lobby manager interacts with the open counter, and the wealth management center is well equipped ensuring high security, conformability and privacy so as to meet the special needs of high-end customers.

The reporter sees that the new outlet is well installed with light boxes and provides various marketing materials for customers such as posters, foldout, leaflet and multimedia information. The LCD TV showing interest rate, exchange rate, fund performance and product and service information constantly replaces the traditional interest rate board. It is believed that with the expansion of the project an increasing number of customers will be able to enjoy the best services of CCB in its brand-new outlets.