Guangfa Bank was founded in 1988 and is one of the first joint-stock commercial banks in China. The bank adheres to its core values of "Integrity, Responsibility, Innovation, and Diligence" and remains committed to its historical mission of "Serving customers, rewarding shareholders, empowering employees, and contributing to society."
Guangfa Bank is dedicated to providing high-quality, efficient, and comprehensive financial services to its customers. The bank operates in 24 provinces, municipalities, and autonomous regions across China, including major cities like Beijing, Shanghai, Guangzhou, and Chengdu, with 44 direct branches and 862 service outlets. It also has established SWIFT relationships with over 1,300 financial institutions in more than 100 countries and regions, serving over 30 million corporate clients, 37 million personal clients, 46 million credit card users, and 36 million mobile financial users.
As a leading credit card center in China, Guangfa Bank's Credit Card Center faces increasing competition in the credit card business, with rising customer acquisition costs. The credit card business model is transitioning from being transaction and product-oriented to service and customer-oriented, ultimately aiming to achieve integrated customer lifecycle management. To enhance customer satisfaction and performance, continuous process improvement is necessary.
Developing and Building Process-Related Technologies and Standards: Based on industry benchmarks, the project focused on developing and establishing various process technologies and standards for Guangfa's credit card operations, including:
Process evaluation techniques
Process design and expression techniques
Process classification and grading technologies
Process performance management technologies
Integration of process and IT
Process data quality management
Process auditing and optimization technologies
Process and organizational integration
Process Architecture Design Based on Control Model: Conducted a comprehensive analysis of the current situation and designed the process architecture based on control models.
Detailed Path and Planning for Process Construction: Established a detailed roadmap for process development, addressing how future management systems and processes should be integrated.
Building a Process Management Mechanism: Developed a structured process management system, including:
A professional process management organization and decision-making mechanism
Clear responsibilities for process management
Process optimization management system
Process culture-building mechanisms
Integration of process with management systems
Process performance management system
Development of Process KPI Manual: Created a comprehensive KPI manual for process management within the credit card division.
Continuous and Compatible Process Management: The process management system developed was aligned with the ongoing development of Guangfa Credit Cards, providing a foundation for managing the full customer lifecycle.
Industry-Leading Process Management Technology: The process management capabilities, including technology and expertise, remain ahead of industry standards.
Training Materials and Expert Development: Developed training materials for employees at various levels and cultivated a team of process experts within the credit card division.
Process Management Mechanisms in Practice: The established process management system was implemented at key responsibility positions, ensuring that Guangfa Credit Cards have dedicated management, structured processes, and the capability to manage processes effectively.
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