我国商业银行客户服务渠道的整合策略

目前,我国商业银行服务渠道种类与发达国家已基本相同,但各种服务渠道之间缺乏互联互通和相互支持,使得多渠道发展反而成为业务发展和创新的障碍,据此,作者提出解决这一问题的根本途径就是进行“渠道整合”。我国商业银行进行渠道整合应达到的目标是通过“渠道最优化”实现银行和客户的双赢。为达到这一目标,作者还建设性地给出了进行渠道整合的策略,包括在技术层面上建立一个统一的客户服务平台,以及要重点解决渠道、业务与客户的对应和配合渠道整合的组织结构变革等问题。

Strategy for Integrating Customer Service Channels by Our Commercial Banks

At present, our commercial banks basically possess the same service channels with their counterparts in developed countries. But there lacks inter-linkage and mutual-support among various channels. As a result, multi-channel development strategy has become a barrier to business development and innovation instead. According to the above analysis, a solution is provided, e.g. "channel integration." The purpose of such integration by our commercial banks is to achieve a win-win result through channel optimization between banks and customers. To this end, strategies are constructively suggested including establishing a unified customer service platform technique-wise, making channels and business correspond with customers and reforming the organization structure that coordinates with channel integration.