With the continuous advancement of Xiaoshan's urban-rural integration construction, many commercial banks have extended their business tentacles to the countryside and have "gone to the countryside" to compete for the "big cake" in the rural market. Xiaoshan Rural Cooperative Bank, as the vanguard of serving agriculture, countryside and farmers, has been and will be more and more impacted, so it is imperative to take active and effective measures to deal with the competition in the financial industry. In the current financial competition, there is almost no difference in the main business of each bank, and various products and marketing strategies are easily imitated by competitors. Only the service consciousness representing the image of the bank and the service behavior shown by each service personnel can not be imitated. That is to say, under the market economy, the essence of inter-bank competition is service competition. Whoever wins customers with high-quality and civilized service will win the market. Therefore, how we Xiaoshan Rural Cooperative Bank provide standardized and humanized services to customers and meet their needs to the greatest extent is the primary problem to be solved urgently. 1. At this stage, our quality and civilized service is insufficient (1). The comprehensive quality of counter staff is not too hard. Some employees lack warm and thoughtful service attitude, keen observation ability, good oral expression ability and flexible and standardized incident handling ability in counter work. Especially when dealing with emergencies such as customers' inquiries, we lack the overall situation and flexibility, do not put ourselves in the customer's shoes to consider and solve problems, and blindly "argue according to reason", which often leads to the escalation of customer complaints due to a few inappropriate words, which not only affects the normal development of branch business, but also damages our reputation. 2. Did not establish a correct concept of civilized service. Faced with the new development strategy and market positioning of the Bank, some employees have not fully realized the importance of supporting agriculture, rural areas and farmers in the new period and the urgency of developing financial services for agriculture, rural areas and farmers to enhance the competitiveness of the Bank. Standing service, smiling service and other etiquette norms are mere formality, which do not make customers really feel the improvement of service quality, but feel artificial. 3. Failure to provide quality service in the whole counter business. With the continuous introduction of various new businesses and products in recent years, the working pressure on the counter is gradually increasing. In the case of busy business and a large number of customers waiting in line, the counter staff often "pay more attention to business than service", ignoring the basic service points in pursuit of business efficiency, and the service attitude is blunt and emotional, thus making the waiting customers gradually lose patience. Even some tellers did not fully follow the process specifications in order to reduce the waiting time of customers, resulting in operational risks. In fact, compared with other commercial banks, the counter business efficiency of most outlets of our bank is more prominent, but this has not become our competitive advantage. The lack of service quality often makes customers think that they are facing an ATM machine. 4. The evaluation mechanism is not perfect. Because it is difficult to reasonably determine the content and assessment standard of service quality, the relevant assessment is often a mere formality, such as the "service star" assessment of various business outlets, and some of them fail to pass the reasonable evaluation of work quality and service effect just because of personal selection, but are regarded as an honor and welfare. 5. The business premises and facilities are not standardized. Necessary convenience facilities are not complete, such as money counter, reading glasses, water dispenser, etc. The layout inside and outside the counter is not reasonable enough, and the items are placed in confusion. Most outlets are easily affected by the surrounding complex environment, and the cleanliness of business premises cannot be maintained, and even the phenomenon of "dirty, chaotic and poor" appears. Two. Measures to improve our quality and civilized service level 1. Firmly establish a sense of urgency, do a good job in detail service, and strive to improve the service level. Facing the increasingly fierce market competition and industry challenges, every employee of rural cooperative banks should fully realize the urgency of the situation and the importance of their work. Due to the objective conditions such as narrow settlement channels and weak scientific and technological means, many customers flow into other financial institutions, which is beyond our control. However, customers cannot be lost because of neglecting civilized service, which is also the key to the survival and development of banks. Therefore, we should retain customers with sincere service, impress customers with thoughtful service, attract customers with patient service as a guide in our daily work, deepen the connotation of service, start with small things, drive big things with small things, attract customers with meticulous service, and make the development of our cooperative banks change with each passing day. 2. Strengthen education and training, and strive to improve the overall quality of employees. It is necessary to strengthen the professional ethics education for employees who love their jobs, are honest and trustworthy, and are willing to contribute, continue to carry out standardized service etiquette training, and organize employees to observe and study in advanced units with high-quality and civilized services. Through the implementation of standardized and all-round intensive training, improve the quality service ability of employees; Improve the efficiency, proficiency and compliance of business operation through on-the-job training and compliance knowledge competition; Carry out discussion activities such as "if I am a customer", so that employees can find and correct their own shortcomings from the customer's point of view, thus improving their overall quality. 3. Establish and improve a reasonable evaluation mechanism. The service quality evaluation of outlets adopts the method of combining internal evaluation of outlets, public evaluation and comprehensive evaluation of branches, and combining monthly monitoring and quarterly ranking, and serves as the basis for quarterly business target assessment; For those who are unreasonably abused by customers for implementing the code of conduct for quality and civilized service and maintaining the reputation of our bank, we will set up a complaint award for quality and civilized service to encourage employees to care for the reputation of cooperative banks as much as their own eyes; Individual employees who violate the requirements of quality and civilized service standards, or are reported by customers and found by bank leaders and employees, will be punished accordingly once verified. 4. Improve business premises and facilities and optimize the network environment. First, further increase investment in science and technology, speed up the installation of self-service facilities such as ATM machines and self-service terminals, reduce the pressure on counter service, and provide customers with faster and more convenient services. The second is to standardize the construction of hardware facilities in business outlets and change the phenomenon of diverse decoration styles in various business premises in the past; Equipped with a dedicated lobby manager to provide guidance and consulting services to customers, giving customers an orderly, fast and warm feeling of business handling. The third is to keep the business premises clean, quiet and warm, and strive to create a beautiful, comfortable, relaxed and harmonious environment for customers, so that customers can have the experience of "people's own bank". Author: Xiaoshan Rural Cooperative Bank Chengnan Sub-branch 20 10 year1February.