Problems in Financial Services of Rural Credit Cooperatives at Present
-insufficient ideological understanding. Due to the influence of the traditional seller's market, some rural credit cooperatives have not changed their ideas in time, and their operations often follow traditional habits and practices, with a weak sense of modern marketing and insufficient overall planning. In particular, the person in charge of the credit union has the idea of "emphasizing business and neglecting service"; Some employees don't know enough about the importance of window service and cultivating customer loyalty, and the "official and business" style of waiting for customers to come to the door is serious, and the customer-centered business philosophy has not been fully implemented.
-the professional quality is not strong. There is still a gap between the quality of service window employees and the requirements of financial service development. Some employees are not serious in their work, lack a sense of responsibility, usually do not pay attention to strengthening business learning, have poor professional skills, lack the ability to deal with emergencies, and lack the flexibility and innovation ability to improve the service quality of outlets in time according to market demand; Some counter staff do not stick to their posts and take the initiative to receive customers; The service language is not standardized and uncivilized, and the speed of handling business is slow, the efficiency is low, and there are many mistakes, which causes inconvenience to customers.
-The service environment is not standardized. Some credit cooperatives have inconsistent door body designs and irregular internal decoration. Necessary convenience facilities are not complete, such as money detectors and drinking fountains. The layout of facilities and articles inside and outside the counter is unreasonable, the wires are placed in disorder, the environmental sanitation is not cleaned regularly, and there is a phenomenon of "dirty, chaotic and poor".
-Single financial product. At present, the varieties operated by credit cooperatives are relatively single, and brand products are not prominent. For a long time, the market positioning of rural credit cooperatives is not clear, and the customer base is not divided according to variables such as customer development potential and demand characteristics, and the process of comprehensively promoting intermediary business is slow. With the rapid expansion of business volume, the original service level of rural credit cooperatives has been unable to meet the new business development needs, which has affected the market competitiveness to some extent.
-the supervision mechanism is not perfect. The existing incentive assessment mechanism of rural credit cooperatives involves the content and implementation of service quality, mainly aiming at whether complaints are received. There is no accurate evaluation standard for employees' work quality and service effect, which is not really linked to personal income, resulting in some employees not handling other businesses, not acting as intermediary businesses, and unwilling to exchange broken orders. Rural credit cooperatives have no feedback communication mechanism for the quality of financial services provided, and mainly adopt persuasion and education for employees who violate civilized service norms, lacking punishment mechanism.
Countermeasures and suggestions on improving financial services of rural credit cooperatives
-update ideas in time and strengthen service awareness. If rural credit cooperatives want to take the lead in the rural financial market, they must change their traditional business philosophy as soon as possible. First, it is necessary to educate and guide all staff to establish a customer-centered service concept, change their consistent "business is business" style and "waiting for customers to come to the door" service model, completely change the "self-centered" service concept of rural credit cooperatives, and realize the mobilization and participation of all staff. Second, closely focus on customer needs, really think about what customers think and worry about what customers are anxious about, always regard customer satisfaction as the direction and standard of rural credit cooperatives' service work, and realize the fundamental change of service concept. Cadres and employees should unite and cooperate, establish the idea of "one glory for all, one loss for all", constantly improve work style, improve work efficiency, enhance overall cohesion and combat effectiveness, and better carry out foreign quality services. Third, we should establish a differentiated service concept of "market-oriented and customer-centered". While doing a good job in corporate social responsibility, we should start with the analysis of cost and profit, decide the choice by benefit, and decide the input by output, so as to provide more convenient and preferential financial services for customers who have made great contributions to rural credit cooperatives, attract and maintain high-end customers, and expand profit space.
-Strengthening education management and improving professional skills. The key to a qualitative leap in the service of credit cooperatives lies in people. First, through the construction of compliance culture and special case management activities, employees are educated in professional ethics of being dedicated, honest and trustworthy, acting fairly, serving the masses and contributing to society; Organize employees to observe and learn from advanced units and individuals with high quality and civilized service, enhance perceptual knowledge and learn from each other's strengths; By holding standardized service etiquette training classes, organizing employees to carry out standardized training on etiquette knowledge, civilized language and manners, and implementing centralized, standardized and all-round intensive training, the credit cooperatives and their employees can achieve a win-win situation. The second is to strengthen the study of the basic system of accounting cashier, firmly grasp the new rules and regulations, strengthen business technical training, and improve service efficiency. Through on-the-job training and on-the-job training, regular assessment and professional technical competition, the speed of business operation is improved, so that employees can operate various businesses skillfully and accurately. Third, taking counter service as a breakthrough, we will carry out activities with high-quality and civilized service as the content, such as creating a youth civilization number and striving to be an expert in young posts, and promote standardized service with employee star management as the core. The implementation of "post hanging star, post fixed salary and star salary linked" requires all cadres and employees to use civilized language, pay attention to personal cleanliness and cleanliness, and actively create a beautiful and comfortable service environment.
-improve service facilities and create a beautiful environment. Beautiful, comfortable, relaxed and harmonious service environment is the external driving force for high-quality and civilized service. First, further increase investment in scientific and technological facilities. It is necessary to proceed from reality and arrange the machinery and equipment of outlets in a planned way to solve the problem of overload operation; It is necessary to speed up the provision of self-service of rural credit cooperatives, including automatic deposit and withdrawal machines and P0S machines, so as to reduce the pressure on counter business; Give full play to the role of telephone banking and online banking. The second is to standardize the construction of business outlets. Concentrate financial resources on a certain number of business outlets to carry out standardized and unified decoration every year to create a first-class network image; Equipped with a dedicated lobby manager to actively guide customers, provide consulting services, give customers an orderly and fast business experience, and make customers feel at home; At the same time, we should make full use of various media to introduce the service purpose, development strength and new measures of credit cooperatives and expand social visibility. The third is to equip the business window with security facilities and self-defense tools, establish and improve the joint defense system, and keep the security facilities working normally and with good performance. In particular, upgrade the security of the deployed ATM machines and improve the security functions, so that the deployed ATM machines can be used all day.
-Strengthen the sense of innovation and enrich the service connotation. Innovating financial products, improving service means and perfecting service functions are the key to high-quality service and the need to enhance business development stamina and competitiveness. Therefore, the service work of rural credit cooperatives must adapt to the requirements of the development of the situation, be close to the market, and make innovative articles around customers. Employees should work hard on service details. Such as: implementing tailor-made services for different customer groups; For customers of different ages and identities, use standardized, appropriate and acceptable polite expressions; In terms of implementation convenience, provide customers with more thoughtful and applicable service methods; Establish files of key customers and VIP customers, do a good job in visiting and maintaining VIP customers, open up a "green channel", and take corresponding service measures according to changes in objective environment and specific conditions to provide differentiated services for customers; Use all kinds of financial information to carry out other financial information consulting services, and form unique tricks through unique detail services, which fully embodies the spirit of "people-oriented".
-establish a long-term mechanism to treat both the symptoms and the root causes. It is a long-term and arduous task to improve the civilized and high-quality service level of rural credit cooperatives and meet the needs of customers for financial services. Rural credit cooperatives should pay attention to the establishment of a long-term mechanism, take measures to treat both the symptoms and the root causes, and constantly improve the service level. First, implement the "number one" project, set up a leading group for quality and civilized service headed by the chairman of the county association, and all grass-roots credit cooperatives should also sign letters of responsibility for quality service at different levels, quantify and refine indicators, decompose the responsibility to people, and incorporate service language, service attitude and business acceptance into the assessment content to avoid formalism; In the work arrangement at the beginning of each year, the quality and civilized service work is regarded as the main line running through all the work throughout the year, and unremitting efforts are always made. The second is to establish a reward mechanism. By actively carrying out activities such as "Window of Stars" and "Star of Service", we will solemnly commend star-rated business outlets and star-rated waiters with good social image, high service quality, rapid deposit growth and excellent operating efficiency, which will be regarded as an important condition for this year's evaluation and promotion; For employees who are reported and investigated by customers, or employees who are found by leaders to violate the quality and civilized service standards, we must resolutely impose heavy penalties such as fines, informed criticism, waiting for posts, and transferring from posts; All units should combine the job responsibilities of each employee, formulate detailed assessment rules for quality service work in each position, adhere to monthly assessment and quarterly cash, and enhance the initiative and consciousness of quality service work with assessment constraints.