OREANDA-NEWS. November 24, 2011. Since the launch of "Serve the People, Excel in the Performance" by the Central Government, ICBC, being an organization serving the public, fully embraces the principle of serving the people and excels in the performance. Bearing own situation in mind, ICBC works towards the goal of "Excellent Financial Services, a Satisfactory Bank for People" through organizing a range of unique activities under special themes with tangible results, reported the press-centre of ICBC.

An executive with ICBC said, the Bank has 100,000 teller service windows providing face-to-face direct services to all. During the campaign, ICBC branches at all levels bring into full play of being a Party Member by setting up "Responsibility corner", "Best performers" "Pioneer Performers", and drive service improvements incessantly. Meanwhile, ICBC Party organizations at all levels mobilize all staff to actively involve in the "Serve the People, Excel in the Performance" campaign and aim to be satisfactory service window and outstanding service pacesetter.

During the campaign, all ICBC subsidiaries views the local situations and pull all stops to address the hot issues of major concern to all, having one goal to provide satisfactory services. "Serve the People, Excel in the Performance" is now a common practice. Cases in point: Shandong Jinan Daguanyuan Sub-branch unconditionally accepts and handles all types of "difficult and complicated" financial services, bringing immediate help to those in needs. Business Department of Shanghai Branch requires all tellers, when handling remittances, confirm first with the remitters many times before sending, and provide necessary security warning. As a result, a few hundreds phone fraudulent cases have been successfully blocked, customers' money is protected. Guangzhou Tianhe Sub-branch shortens the waiting time of customers by helping customers go to different service teller windows, providing services in different areas and the launch of "limited-hour service". Xinjiang YiLi Branch teaches the ethnic minority customers step by step how to use self-service devices. The customers are extravagantly in praise of the service.

Besides, the carrying on of the campaign brings new change, new scene to ICBC services in a broader context. The first is the increased focus in service awareness. Branches at all levels stay closer to the business philosophy of "Customer First", "Service Creates Value", "Let Customer Satisfied". Most reasonable workflow, most advanced means, most appropriate products, most efficient and valued services are provided to meet the demand of customers.

The second is the increased service efficiency. Guided by the principle of "Convenience for all", the top priority in improving service efficiency is to address the long queues of customers waiting in the line. The implementation of business process restructuring has solved 60% urgent problems that affect customer experience and service efficiency. Online services and other service resources are fully utilized to diversify and relieve the workload of counter services.

ICBC also embraces management innovation on the service details. "President On-Duty" is one measure to strengthen on-site services. Queuing management system is installed to monitor and alert in real-time the queues in the outlets. Different service models, such as staffs working in shift, more teller service windows opened if necessary, flexible working hours, schedule in advance, electronic fill-in forms, system pre-processing, are deployed to ensure highly efficient and orderly services during the peak period.

The third is the marked improvement in service capacity. In view of the pent-up demand of diversified financial services from the customers, ICBC steps up the effort on IT and product innovation, paying particular attention in mobile banking and SMS banking. Technological advances and product innovations have made it possible for customers to enjoy the newest IT advantage and service value. A batch of new outlets and self-service banking is now in place through the fast launch of different service channels. A significant number of new ATMs and self-service terminals have been installed. Such expansion in service coverage and network is the answer to better meet the need of financial services from all. In staff deployment, critical staffs such as tellers, on-duty managers are assigned first to work in the front-line to serve the customers. Under a big, transforming agenda, outlets are upgraded in order to increase service capacity.

The fourth is the substantial improvement in service style. All branches take special actions to handle customer complaints and manage the source of complaints. Number of complaints edges down significantly as a result of the efforts paid by the outlets to handle complaints on the spot. Both the efficiency of processing complaints and customer satisfactory rate have been improved. ICBC is creating a centralized management platform for service monitoring, security control and business monitoring in order to monitor the quality of services in real-time. To protect the rights and interest of consumers, ICBC concentrates on product development, service selling and fee management. Respect the customers, improve the customer experience, keep every customer informed, sell according to rules, and enforce standardized management.

The launch of "Serve the People, Excel in the Performance" carries a significant meaning for commercial banks to achieve people-oriented, sustainable development and fulfill the social responsibility as a large bank, said an executive with ICBC. In the next step, ICBC will work towards the overall objective of "Excellent Financial Services, a Satisfactory Bank for People" and push the campaign further to all primary outlets and in all branches.