Following the “customer-centric” business philosophy, CCB’s efforts of improving counter services throughout the bank have achieved remarkable results. According to the latest monitoring results at different branches and outlets, it previously took 3 minutes to process SwiftRemit, but after process optimization 73 seconds are cut and the efficiency is raised by 39%. Changing the ceiling of card-to-card transfer helps cut the processing time by 40 seconds and enhance the efficiency by 40%. It is said that CCB has further improved service efficiency over the past two months through system optimization and business process upgrading. Now it takes average 47 seconds less to handle counter business than before. The business processed in 3 minutes in the past now only requires 2 minutes.

“To provide the best banking services for customers is the most important measurement of the success of reform.” It is the business philosophy which Guo Shuqing, CCB Chairman, always emphasizes as well as the direction to which CCB is striding. The bank has set up a special team with the purpose of improving counter service efficiency by updating the   existing system, optimizing counter business process and improving system functions on the precondition of effective risk control. Within two months the team submitted 73 optimization suggestions of which 59 have been put into practice, covering various business links such as customer application, signing agreement, account management, capital transfer, counter staff working procedure, certificate and account book and risk control. Follow-up monitoring shows those measures have been well accepted by customers.

Operational process is simplified and efficiency increased. As a result of optimizing the account opening process, opening an account is separated from collecting customer information and customers’ waiting time is cut down. According to initial estimate, it now takes 10 minutes to open an account for corporate customers while in the past it took 15 to 20 minutes. For private customers it takes 80 seconds to open an account compared with 140 seconds in the past.

Business procedure is made easier for customers and the workload of counter staff is reduced. The bank automatically collects fee of the charged services so that except buying important bills customers do not need fill in any charge certificate, making the procedures much easier and the workload reduced a lot. The combination of the deposit slip of opening an account with the account settlement application letter relieves customers from filling in the certificate application forms repeatedly and helps simplify the account opening procedures. The screen lock function is especially designed to solve the problems that counter staffs have to log on and out the system whenever they leave the counter temporarily and when they log out the system it will be impossible to process related follow-up transactions (such as checking).

The mistake control function is strengthened to reduce risks. The function of account name returning display is added, which facilitates the check of account name by counter staffs to avoid mistakes. In addition, for part transactions, the original manual input of account name is changed into automatic output of account name by the system based on the account number, which quickens the remittance and reduces the workload of counter staffs. Institutional registration is required to be done by two persons, which prevents the risks that a single person illegally logs on and operates the system. The match control of entry and check enables the system to control repeated checks and eliminate the fund risks involved.

It is said that CCB has achieved tangible results of improving counter service efficiency. Next it will faithfully follow the “customer-centric” business philosophy to establish a long-term optimization mechanism for its business process and a dynamic product innovation system so as to raise service quality continuously.