Zeng Jianhua: Hunan people! Dare to rush, dare to fight! Dare to be the first in the world! ! !

Zeng Jianhua, President of Guangdong Branch of China Construction Bank, talks about the changes of Guangdong Construction Bank.

Customer first, innovation leads CCB to leap for three years

In just three years, the deposit balance of Guangdong Branch of CCB jumped from less than 500 billion to 890 billion, the loan increased from 190 billion yuan to 350 billion yuan, and the compound annual growth rate of total assets was nearly 16%. The market share of deposits and loans increased by 2.56 and 2.45 percentage points respectively, and the balance of deposits jumped to the second place among the four major banks. At the same time, adhering to the development idea of "good and fast, good and fast, fast and fast", the bank's customer satisfaction and reputation have also been continuously improved with the effective improvement of service level and service ability.

How did you achieve such remarkable development achievements? On the eve of the fifth anniversary of CCB's listing, Zeng Jianhua, president of CCB Guangdong Branch, accepted an exclusive interview.

Realize three major leaps in three years

Lead the financing of key projects in Guangdong110 billion yuan.

Reporter: Over the past three years, various businesses of Guangdong Branch of China Construction Bank have developed continuously and rapidly, and the rapid development trend has aroused strong concern from peers.

Zeng Jianhua: Indeed, the share reform and listing is a milestone in the development of CCB and a great opportunity for the reform and development of Guangdong Branch. The biggest change of CCB since the share reform and listing is to truly establish a "customer-centered" business philosophy. The reason why Guangdong Construction Bank can win the support and trust of customers is the result of practicing "customer-centered", changing the service mode and continuously improving the service level and service ability. In short, three major leaps have been achieved in three years.

One of the leaps is that the ability of CCB to serve and participate in local economic construction and development has been strengthened as never before.

In recent years, Guangdong Branch of China Construction Bank has made great efforts in serving and participating in local economic construction, helping Guangdong's economy to stabilize and rebound under the financial crisis. Since the beginning of 2008, the total operating loans of Guangdong Construction Bank reached 332.5 billion yuan, up 85.47% year-on-year. As a large-scale comprehensive commercial bank, Guangdong Construction Bank, with the help of a unique comprehensive financing platform, has also actively and effectively solved the funding gap problem of national or provincial key enterprises or key projects, such as underwriting 654.38 billion yuan of medium-term notes through public bidding to solve the funding needs of key government construction projects.

In addition, as the lead bank, the Bank participated in the 25 billion yuan traffic financing project of Guangdong Provincial Highway Bureau, the Guanhui project of Pearl River Delta intercity rail transit, the syndicated loan project of Fozhao project, the syndicated loan project of Guangdong section of Daguang Expressway, the asset restructuring project of Guangzhou Commercial Bank and the syndicated loan project of traffic road construction in Shunde District of Foshan City. At the same time, it also participated in the largest expressway in the province, such as Leguang Expressway, with a total financing amount of 1 100.

So many projects have been won by CCB, which shows that the social recognition of CCB has been greatly improved, and behind this phenomenon is the obvious improvement of CCB's service level and ability.

At the same time, Guangdong Construction Bank is also actively developing new products such as "Speedlink", "Stone Link" and "Private Equity Financing" to solve the problem of difficult guarantee and expensive financing for SMEs. At the same time, it successfully won the bid to become a cooperative bank of Guangdong SME Bureau, and broadened the service platform for SMEs by strengthening the cooperation between banks and governments. Since 2009, the bank has invested nearly 654.38+07 billion yuan in credit funds to nearly 5,500 small and medium-sized enterprises in Guangdong. In the past three years, the average growth rate of SME loan balance has reached 654.38+08.53%, and the scope of SME customers it supports is also very wide, involving manufacturing, wholesale and retail, construction, transportation and other industries.

The second leap is to improve the public's comprehensive service ability imperceptibly.

In recent years, Guangdong Construction Bank has further promoted the construction of service channels and the optimization of service processes, and strived to provide customers with better services in both hardware and software. In the past three years, 6 15 business outlets have been transformed, and the lobby manager system has been fully implemented in business outlets; In the past three years, new ATM 1.500 sets were invested, with an increase of 80.3%, which eased the queuing pressure at the counter. The 14 wealth management center has been built to serve high-quality customers with diversified needs. As a result, the satisfaction rate of ordinary customers increased to 80.4%, and the satisfaction rate of VIP customers increased to 82.7%; Compared with three years ago, the number of customer complaints decreased by more than 4,200, a decrease of 87.6%.

The third leap is to serve people's livelihood and pay attention to social vulnerable groups.

As a listed bank, Guangdong Branch of China Construction Bank also attaches great importance to serving people's livelihood. The branch's strong investment in social security business is a typical example. Taking advantage of the network of outlets, the branch represented social security services in 20 prefecture-level cities in the province, distributed social security funds to 5.78 million social security workers, and distributed more than 6,543,800 social security cards and medical insurance cards. Social security funds of 8.710.40 billion yuan have been distributed this year. At the same time, he also actively participated in social welfare undertakings, and organized and implemented public welfare activities such as "Building the Future-Supporting the Growth Plan of Poor Senior High School Students", "Supporting Yingmo Family Plan" and "Building Aibo School or Health Center in New Countryside", with a total of 690 poor senior high school students and 1 17 poor Yingmo mothers participating.

Create a strong fulcrum of service

The queuing time of 90% customers can be controlled within 10 minute.

Reporter: We have made three leaps and other achievements, and our service has taken on a new look. How did this change come about?

Zeng Jianhua: In recent years, we have made great efforts to improve service quality and achieved remarkable results. The key is that we have grasped the core of service work, that is, meeting customer needs. Focusing on this core, facing the new changes and new characteristics of customer demand, we focus on four aspects: network transformation, product innovation, team building and process optimization to maximize the service level.

First, grasp the transformation of outlets, realize the transformation of outlets' functions from "transaction accounting" to "marketing service", and meet customers' comprehensive financial needs.

The transformation of retail outlets is an important strategic move made by the head office under the circumstances of rapid changes in the financial market and financing structure, and the gradual narrowing of deposit and loan spreads. It is also an important step for China Construction Bank to become a world-class bank. It involves institutional adjustment, hardware equipment, humanized service, process reengineering and other aspects, with the ultimate goal of improving the comprehensive service level of customers. The first problem it solves is that customers wait too long. Since the implementation of network transformation in 2006, all 65,438+0,080 outlets of our branch have been successfully transformed within two years. Judging from the effect of the reformed branch, more than 90% customers can queue within 10 minutes, and the service quality has been significantly improved.

In addition, the network transformation has also solved the problems of nonstandard network environment and service quality and single service channel. According to the different characteristics of the target market and customer base, last year, we launched the second-generation transformation of outlets aiming at differentiated financial services. At present, 432 outlets in the province have completed the transformation, and the professional and differentiated service capabilities have been effectively improved.

The second is to grasp product innovation, realize the transformation of products and services from "out of touch with the market" to "close to the market", and meet the diversified financial needs of customers.

In 2008 and 2009, a large number of new products with market competitiveness and influence were launched one after another: "Dahe Yangcheng Tonglong Card" was launched to facilitate citizens to ride and meet customers' small payment needs; In order to ensure the safety of customers' funds and realize real-time account locking, the product of "SMS lock" was developed. In order to provide a convenient and safe way to buy a house, the independent real estate transaction financing platform "Fangetong" was launched. In view of the difficulty in buying a car, the "credit card car mortgage installment business" was launched; According to the short-term and medium-term financial needs of customers, we launched an open series of asset financial products "Gan Yuan", with a total of 16 sub-products. In order to strengthen the value-added service of e-banking channel, the online "financial store" was independently developed; In view of the introduction of the "three old transformations" policy in Guangdong Province, project financing products such as "three old transformations" have been launched; In view of the financing difficulties of small and medium-sized enterprises, the network loan joint guarantee plan and the small and medium-sized enterprise collective trust financing plan were launched; Increase the innovation of investment and financing business, and take the lead in launching M&A financing products in the system.

In the past two years, the Bank has completed 282 product innovations and 290 management, service and process innovations. The innovative work of the branch has also been commended by government departments for many times, and won the "Financial Innovation Institution Award" and "Top Ten Financial Products with Local Financial Characteristics in China" and so on.

Third, pay attention to team building. In recent years, we have spared no effort in team building, implemented human resources reform with the goal of making the best use of people, making the best use of people and optimizing the structure, realized the transformation of service ability from "generalization" to "branding", and met the personalized service needs of customers.

Finally, it focuses on process optimization, and promotes the transformation of business processes from "bank-centric" to "customer-centric" to meet customers' convenient service needs.

In 2009, the branch * * * completed 156 management and service process optimization project, among which the most influential ones were counter batch collection and payment, counter manual combination optimization, online banking service and telephone service. After the process optimization, the work efficiency has increased by more than 25%, and the work efficiency of the counter batch collection and payment process optimization project has increased by 54 times. In view of the complicated and slow process of opening corporate accounts and personal accounts with many complaints from customers, branches have also begun to optimize them. At present, the company's account opening process optimization project has been completed, and more than 20 other projects such as "sales link", "door-to-door receipt and delivery", "simplification of post-loan management mode" and "process optimization of individual loan centers of provincial branches" have also been completed.

Service Transfer from Structure to Pattern

The balance of "energy saving and emission reduction" loans reached 27.59 billion yuan.

Reporter: What is the significance of building Guangdong into a "strong financial province" and further improving financial services?

Zeng Jianhua: The meaning is self-evident. This can be understood from the following aspects:

First of all, improving financial services is the need to further optimize the investment environment. Financial work plays an important role in economic and social development. Finance is booming, and all walks of life are booming; Financial decline, all industries decline. The financial service environment is an important part of the investment environment. In recent years, the provincial party committee has revived the idea of emancipating the mind and "fighting our way out", launched a new policy of "double transfer", promoted the transformation and upgrading of traditional industries, built a modern industrial system, and replaced backward productive forces with advanced productive forces. The introduction of advanced productive forces inevitably requires a good investment environment and a good financial service environment. In order to truly realize the goal of building a modern industrial system, Guangdong needs the banking industry to further improve its service level.

The provincial party committee and government put forward the strategy of building Guangdong into a strong financial province. In the past, Guangdong's financial industry has always been "big" rather than "strong", which is highlighted by its large scale of operation, but it does not have an advantage in asset quality, operating efficiency, product innovation and excellent service. Building a "strong financial province", improving the level of financial services and improving the ability of financial innovation are the key links.

In addition, improving financial services is the need for Guangzhou to build a regional financial center. A few days ago, the Guangzhou Municipal Party Committee and Municipal Government clearly proposed to build a regional financial center, which put forward very high requirements for Guangdong's financial industry. From the perspective of banking, securities and insurance, whether the goal of building a regional financial center can be achieved will depend on the development of the banking industry to a great extent. The breakthrough of banking industry and the improvement of service level are essential contents.

Reporter: How does Guangdong Construction Bank serve the focus of Guangdong's economic work: adjusting the structure to the mode?

Zeng Jianhua: After the Guangdong Provincial Party Committee issued the Decision on Promoting Industrial Transfer and Labor Transfer in 2008, Guangdong Construction Bank immediately set up a "double transfer" financial services working group and an executive group, formulated "seven strengthening" strategic measures, and set up more than 100 major project task groups. By strengthening communication with government departments, strengthening the tracking of financial industry transfer competitive support funds, strengthening process optimization, giving differentiated services to new customers in the "double transfer" work, and strengthening support for enterprises entering the transfer park, especially for local transfer enterprises with supporting advantages of industrial clusters and industrial upgrading, we will actively promote the functional level improvement and industrial structure optimization in the Pearl River Delta region. By the end of June 20 10, the loan balance of Guangdong circular economy pilot park and enterprises reached 29.6 billion yuan, and the loan balance of circular economy projects was1728 million yuan.

In addition, in combination with the national revitalization plan and local industries with regional characteristics, we have implemented "maintaining pressure, increasing and decreasing" and advocated green credit. In combination with a series of national industrial adjustment and revitalization plans on steel, automobile, textile, equipment manufacturing, shipbuilding, light industry, petrochemical, electronic information and nonferrous metals, as well as five emerging strategic industries such as new energy, sensor network, Internet, microelectronics, biomedicine and marine engineering, and with the characteristic industries in the region where the branch is located, we will focus on supporting leading customers and quality customers in the above industries and fields, as well as key projects in national, provincial and municipal planning.

By the end of June, 20 10, the balance of the bank's "energy saving and emission reduction" loans reached 27.59 billion yuan, and the balance of renewable energy loans reached 2.568 billion yuan. At the same time, the Bank will focus on enterprises with high pollution and high energy consumption, speed up the withdrawal of non-target customers, customers in "two high and one surplus" industries and inferior customers, and implement "keeping pressure, increasing and decreasing". As an existing customer of the "two highs and one surplus" industry, the bank has withdrawn from the bank for a total of 2.68 billion yuan since 2008.

Pursuing Excellence and Meeting the Asian Games

"Asian related outlets" have bilingual or multilingual services.

Reporter: The Guangzhou Asian Games will be held soon. What measures will CCB take to ensure the financial services of the Asian Games?

Zeng Jianhua: The Asian Games is a major event in Guangzhou and even the whole country. We are delighted to see that in recent years, Guangzhou has made great progress in infrastructure construction, city appearance and environment construction and social spiritual civilization construction. In fact, CCB has been actively participating in the construction of various Asian Games projects for a long time. In recent years, the branch actively raised 470 million yuan to support the construction of Asian Games venues and supporting facilities, and invested 654.38+05.307 billion yuan in credit funds to support a number of transportation infrastructure projects such as Guangzhou Metro, Guangzhou South Railway Station and Baiyun Airport Hub, so as to speed up Guangzhou and the Asian Games.

Participating in the Asian Games is the social responsibility and glorious mission of China Construction Bank as a large state-owned financial enterprise, and it is also a practical test of the service ability and service level of its branches. To this end, the branch made early deployment and early implementation. Since May this year, a series of activities have been carried out to welcome the Asian Games with civilized quality, especially the recent call of the provincial party committee and government to "strive for excellence and welcome the Asian Games". The branch specially held a mobilization meeting for the quality service of the Asian Games under its jurisdiction, implemented the requirements of the "Welcome to the Asian Games and Create Five Excellent" activities of the Provincial Civilization Office, and created a civilized window of "Five Excellent" at multiple levels, striving to achieve zero financial services during the Asian Games.

The first is to strengthen the construction of service facilities. All branches will unify and improve barrier-free facilities to create hardware conditions for better "quality service". In Guangzhou, Foshan, Dongguan, Shanwei and other competition cities, new and renovated outlets should meet the "four haves" standard of barrier-free facilities, such as ramps for the disabled, guidance services, low-level counters and barrier-free signs. For outlets that do not have physical transformation conditions, alternative facilities such as artificial auxiliary services and temporary slopes will be established to provide exclusive services for special groups such as the disabled and the elderly. The branch will further optimize the acceptance environment of bank cards, increase the launch of self-service equipment, and facilitate consumers to access funds and pay quickly. At the same time, deepen the facilitation of foreign-related financial services. During the Asian Games, a special green channel will be opened, and a "special window for personal foreign currency business" will be set up in urban outlets in the Pearl River Delta region to facilitate overseas institutions and individuals to open, use and pay funds, and provide personal local and foreign currency exchange services at multiple levels and through multiple channels.

The second is to improve the ability of bilingual service. A few days ago, the branch conducted daily financial business English training in key cities. During the Asian Games, the branch will set up bilingual or multilingual services at outlets in key areas such as Asian Games venues, hotels and airports. The Youth League Committee of the branch will organize volunteers with strong foreign language skills to carry out volunteer guidance for lobby assistants at key outlets to better protect the financial services of international friends. Recently, the branch also specially organized the Asian Games etiquette service training, and invited lecturers who were engaged in the etiquette volunteer training for the Beijing Olympic Games and the Shanghai World Expo to give lectures, focusing on the professional appearance, etiquette, professional language, etiquette and foreign etiquette of the Asian Games, fully demonstrating the "graceful image" of CCB service personnel during the Asian Games and enhancing the influence of CCB's service brand.

The third is to carry out a series of Asian Games service guarantee activities. In order to realize the "excellent order" of CCB's services and show the "beautiful environment", on the eve of the Asian Games, branches will carry out theme service activities such as "Business Environment Week", "Service Image Week", "Service Process Week" and "Self-service Equipment Week" to effectively strengthen window services. At the same time, star-rated outlets will be listed as excellent Asian Games service outlets. Outlets with excellent service are listed as "Excellent Service Outlets of the Asian Games" first, and then graded once a week to dynamically update the list of "Excellent Service Outlets of the Asian Games". The outlets listed last week but unsuccessful this week will be delisted, and the newly selected outlets will be listed. After the Asian Games, the outlets with the highest cumulative scores will be rated as "excellent service outlets of the Asian Games" and given certain material and spiritual rewards. In addition, the branch will further improve the emergency mechanism and strengthen emergency drills such as robbery prevention, theft prevention and disaster prevention to ensure safe operation. (Version A03, 10, June 12)