国有大行与股份制商业银行之间的客户总体满意度差距开始呈现缩小趋势；但中国零售银行业与美国等成熟市场相比仍有较大差距。这是J.D.POWER亚太公司在今年7月10日披露的“2012中国零售银行客户满意度研究”所显示的结果。

State-owned bank and joint stock commercial Banks of the customer satisfaction gap between overall start to show narrow trend；But China's retail banking and the us and other mature markets than there are still a large gap。This is J.D.P OWER Asia Pacific company in July 10, the disclosure“2012 China's retail bank customer satisfaction research”Shows the results。

　　这是J.D.POWER亚太公司第四年在中国展开零售银行客户满意度研究。该项研究从各渠道交易/业务办理经历、产品、账户信息、设施、收费和问题解决等六个方面来衡量零售银行的客户体验。

This is the fourth year J.D.P OWER Asia Pacific company in China expansion retail bank customer satisfaction research。The study from the channel trading/business deal with experience、products、Account information、facilities、Charges and problem solving and so on six aspects to measure retail bank customer experience。

　　调查显示，在满分1000分的情况下，2012年总体满意度得分为687分，同比上升了2分。其中，2012年客户对于问题解决、收费、各渠道交易/业务办理经历三个方面的满意度均较上一年有较大提升，分别提升了59分、38分和31分。

Investigation shows that，In the full score 1000 points，In 2012 the overall satisfaction score is 687 points，Rise compared to the two points。the，2012 customers for problem solving、charge、Each channel trading/business deal with experience three satisfaction than last year have greater ascension，Promote the 59 points respectively、38 points and 31 points。

　　J.D.POWER亚太公司金融服务高级经理邹欣表示：“去年银行业监管机构宣布取消34项银行服务收费；同时，银行业更多地提供公开和透明度收费标准，并努力提供与费用相对应的产品和服务水平。这有助于提升中国零售银行客户对于收费的满意度。”

J.D.P OWER Asia Pacific company financial services senior manager zou xin said：“Last year, banking regulators announced the scrapping of one of the 34 bank service charge；At the same time，The banking industry to provide more open and transparent charging standard，And strive to provide corresponding with the cost of the products and service level。This will help improve China's retail bank customers for the satisfaction of charge。”

　　值得注意的是，自2010年以来，国有大行与股份制商业银行之间持续扩大的满意度差距，在2012年得到有效遏制。（如图一）

It is important to note that，Since 2010，State-owned bank and joint stock commercial Banks continue to expand gap between the degree of satisfaction，In 2012 contained effectively。（As shown in figure a）

1 1

　　从2010年到2012年，股份制商业银行的客户满意度得分依次为730分、737分和733分；同期，国有大行的分数则依次为677分、663分和670分。换言之，从2010年到2011年，股份制商业银行与国有大行之间的分差53分扩大到74分。而到了2012年，由于国有大行的总体满意度分数上升了7分，同时股份制商业银行的分数微跌4分，从而导致两者的分差缩小为63分。

From 2010 to 2012，Joint stock commercial bank customer satisfaction score is 730 points in turn、737 points and 733 points；Over the same period，State-owned large done fraction is in turn for 677 points、663 points and 670 points。In other words，From 2010 to 2011，Joint stock commercial Banks and state-owned large line between the points difference 53 points expand to 74 points。And by 2012，Due to the state-owned big done overall satisfaction scores rose 7 points，At the same time joint-stock commercial bank fraction micro fell four points，Leading to the points gap down for 63 points。

　　尽管如此，在工商银行、中国银行、农业银行、建设银行和交通银行这五家国有大行中，没有一家的得分超过700分。得分最高的国有大行是交通银行，得分694分，勉强越过行业平均分数线687分。

Even so，In the industrial and commercial bank of、The bank of China、Agricultural bank、Construction bank and bank of communications the five state-owned large line，No one scores more than 700 points。The highest score of the state-owned big line is bank of communications，Score 694 points，Barely over the industry average score 687 points。

　　得分超过700分的银行共有10家，全都是股份制商业银行。其中深圳发展银行得分最高，为751分，光大银行(601818,股吧)、招商银行(600036,股吧)分列第二和第三，其后依次为平安银行(000001,股吧)、广发银行、浦发银行(600000,股吧)、民生银行(600016,股吧)、兴业银行(601166,股吧)、中信银行(601998,股吧)和华夏银行(600015,股吧)。

Scores more than 700 points bank has 10，All is a joint-stock commercial bank。The shenzhen development bank score the highest，For 751 points，Everbright bank(601818,guba)、Merchants bank(600036,guba)Parse the second and the third，Followed by ping an bank(000001,guba)、Guangdong development bank、Shanghai pudong development bank(600000,guba)、Minsheng bank(600016,guba)、Societe generale(601166,guba)、Citic bank(601998,guba)And huaxia bank(600015,guba)。

　　J.D.POWER and Associates全球金融服务副总裁Rockwell Clancy提醒道，虽然中国零售银行的客户满意度有所上升，但与美国等成熟市场相比，“得分还存在显著差距”。

J.D.P OWER and Associates global financial service vice President Rockwell Clancy warns，Although China's retail bank customer satisfaction increased，But with the United States than mature markets，“Score still exist significant difference”。

　　数据显示，美国市场的客户平均满意度得分为753分，而中国为687分。（图二）

Data display，The market of the average customer satisfaction score is 753 points，While China for 687 points。（Figure 2）

2 2

　　从各渠道交易/业务办理经历、产品、账户信息、设施、收费和问题解决等六个方面相比较而言，中国客户在费用方面的满意度与美国接近，甚至在问题解决方面的满意度已经高于美国，但在交易/业务办理、账户信息、设施、产品方面的差距还较大，分差依次为45分、40分、79分、31分。（图三）

From the channel trading/business deal with experience、products、Account information、facilities、Charges and problem solving and so on six aspects in comparison，Chinese customers in the cost of satisfaction and the United States close to，Even in the problem solving aspects of satisfaction has been higher than the United States，But in trading/business to deal with、Account information、facilities、Products are large gap，Points difference in turn to 45 points、40 points、79 points、31 points。（Graph 3）

3 3

　　尤其是银行网点和自助终端的客户服务满意度得分较低。调查显示，前者在中美银行之间的分差为75分，后者分差为39分。

Especially bank outlets and self-service terminal customer service satisfaction score lower。Investigation shows that，The former bank in China and the United States between the points difference for 75 points，The latter points difference for 39 points。

　　Rockwell Clancy表示，等候时间过长和较低的服务水平是中美客户对银行网点满意度存在差距的主要原因。

Rockwell Clancy said，Waiting for a long time and low level of service is the customers on the bank outlets satisfaction the main reason for the gap。

　　调查显示，在美国银行，客户的标准等候时间为2分钟，而在中国的银行，标准等候时间为10分钟。“排队太长/柜员不足/太忙”成为中国客户对银行最大的抱怨；其次是银行在硬件环境和自助设备使用方面存在的问题。（图四）

Investigation shows that，In the United States bank，The standard of customer waiting time for 2 minutes，And in Chinese Banks，Standard waiting time for 10 minutes。“Line up too long/teller shortage/too busy”Become China's customers on the bank's largest complain；The second is the bank in hardware environment and self-service equipment use existing problems。（Figure 4）

4 4

　　对此，邹欣表示：“缩小差距将取决于是否满足客户的基本需求，例如减少账户和交易错误、保持分支机构的良好外观以及缩短等候时间。”

this，Zou xin said：“Bridge the gap will depend on whether meet the customer's basic needs，For example reduce account and trading error、Keep branch good appearance and shorten the waiting time。”

　　Rockwell Clancy补充道：“提升满意度的第一步是消除让客户感到失望的不良体验，如ATM机发生故障或无法访问网站等。只有满足客户对于无瑕疵服务的基本期望，并建立良好基础，之后银行才能进一步以优秀的客户关系经理、稳健的理财建议、积极主动的沟通和高端的服务产品来实现差异化。”

Rockwell Clancy added：“The first step in ascension satisfaction is to eliminate lets the customer feel disappointed bad experience，Such as ATM machine malfunction or unable to visit the web, etc。Only meet customer service for stainless basic expectations，And to establish the good foundation，After the bank to further with excellent customer relationship manager、Prudent financial advice、Active communication and high-end service product to realize the differentiation。”

　　“2012中国零售银行客户满意度研究”主要涉及在中国开展业务的24家主要银行，对16个城市的6651名零售银行客户进行了调查。

“2012 China's retail bank customer satisfaction research”To develop business in China mainly involves 24 major Banks，On 16 city 6651 retail bank customers to carry on the investigation。

　　Q&A：中国客户对“收费”非常敏感 q&A：Chinese customers to“charge”Very sensitive

　　《机构投资》：7月初，《财富》全球500强榜单披露。中国几家国有大行的排名有了很大飞跃，但国有大行的满意度却不高。怎么理解这对矛盾？

《Institution investment》：In early July，《wealth》The global fortune 500 list disclosure。China several state-owned large done ranking had the very big leap，But the state-owned big done satisfaction is not high。How to understand the conflict？

　　Rockwell Clancy：长远而言，银行在财务上取得的成功，与其在客户满意度上取得的成绩是紧密相连的。银行在其他方面都可以自己控制，但客户是否愿意与这家银行做生意，最终的决定权在于客户，而非银行可以自控的。即，若要树立稳定的竞争优势，银行必须重视客户体验、客户服务。

Rockwell Clancy：Longer term，Banks in financial success，With the customer satisfaction on the achievements are closely linked。Banks in other ways can control ourselves，But customers are willing to do business with the bank，The final decision is to the customer，And non-bank can be self-controlled。namely，If you want to establish stable competitive advantage，The bank must pay attention to customer experience、Customer service。

　　从美国的历史经验来看，过去美国的银行只重视股东的满意度，它努力推出产品、改变体系，把报表做得漂亮，都是为了让股东满意。但它们最终丢了客户，其结果，就是导致整个银行的崩溃。我们要吸取这个教训，回到重视客户体验的初衷上。只有客户满意了，才能长期保持股东的满意。

From the history of the United States experience，In the past the United States bank only pay attention to the satisfaction of the shareholders，Its efforts to launch product、Change system，The statements do well，All is to keep shareholders happy。But eventually they lost customer，The results，Is causing the bank collapse。We should learn from the lesson，Back to the customer experience on the original intention。Only the customer satisfaction，To maintain long-term shareholders' satisfaction。

　　从长期来说，若银行能着重在客户服务上做到令客户满意，那么其竞争优势才持久。否则若只是注重短期内实现财务数据、财务成功，而不重视长期竞争优势的培养，这个局面不会持久。

In the long term，If the bank can focus on the customer service to the customer satisfaction，Then the competitive advantage to lasting。Otherwise if only pay attention to the short-term realize financial data、Financial success，And don't pay attention to the cultivation of long-term competitive advantage，This situation will not last。

　　《机构投资》：注意到今年的调查中，“收费”这一项因素的权重高达33%，而去年它的权重不到20%。为何？这是否意味着年度之间的满意度并无可比性？

《Institution investment》：Pay attention to this year's survey，“charge”This a factor weight reaches as high as 33%，Last year its weight less than 20%。why？Does this mean that year between the degree of satisfaction and no comparability？

　　Rockwell Clancy：中国的客户对费用非常敏感。收费因素在美国、加拿大、英国的权重都只在11-14%之间。

Rockwell Clancy：China's customers on the cost is very sensitive。Charge factors in the United States、Canada、The weight of Britain only 11-14% in between。

　　我们的研究采用“层次指数模型”，将影响整体客户满意度的因子分为六个，每个因子下有子因子。权重是根据其对整体客户体验到影响程度来决定的，我们每年会根据消费者和银行的情况，进行调整。

Our study USES“Level index model”，Will affect the overall customer satisfaction factor is divided into six，Each factor under the son factor。Weight is based on the overall customer experience to the influence degree to decide，Each year we will according to the consumers and the bank，adjusted。

　　整体来说，我们会跟往年有个连贯性，可比性。同时，我们也需要从因子权重上反映市场变化，反映客户对体验的重视程度的变化。也就是说，从整体客户满意度上说，年度之间的分数还是有很高的可比性的。但具体到每一个因子来说，因为权重在特殊情况下发生很大的调整，要具体问题具体分析。

overall，We will have a consistency with previous years，comparability。At the same time，We also need to from the factor weight on reflect market change，To reflect the customer experience value degree change。That is，From the whole customer satisfaction says，Between the score still have very high comparable。But specific to each factor speaking，Because the weight under special circumstances happen a lot of adjustments，To the concrete problem is made a concrete analysis。

　　《机构投资》：股份制银行的满意度普遍高于国有大行，主要原因是？

《Institution investment》：The satisfaction of joint-stock Banks generally higher than state-owned large line，The main reason is？

　　Rockwell Clancy：从竞争的需要来说，股份制银行本身作为更商业、更市场化的运作，需要它提升服务来打好竞争的基础，因此相对而言，它更灵活，更侧重于倾听消费者、理解消费者的需求，提升服务质量。

Rockwell Clancy：From the needs of competition for，The joint-stock Banks itself as a more business、More marketization operation，Need it improve service to play the basis of competition，Therefore relatively，It is more flexible，More focus on to listen to consumers、Understand the needs of the consumers，Enhance service quality。

　　国有大行往往机构庞大，且以往的业务重点也不在零售银行这块。随着它们向零售银行转型，它们已经在“理解消费者、提升服务质量”等方面做了很可观的努力。比如今年从进步的程度来看，在收费问题、问题解决等方面，国有大行提升速度比股份制银行快。

The state-owned big line often large institutions，And the previous business focus is not in retail bank this。As they to retail bank transformation，They have been in the“Understand consumers、Enhance service quality”On the very considerable effort。For example from the degree of progress this year to see，Problems in charge、Problem solving, etc，The state-owned big row hoisting speed than the joint-stock Banks fast。

　　但由于银行是标准化服务的机构，而国有大行机构庞大，相对中小银行来说，推行标准化流程和服务的速度会比较慢，这个不仅在中国，在全球任何一个地方都遇到相同的问题。

But due to the bank is standardized service institutions，And the state-owned big do large institutions，Relatively small and medium-sized Banks speaking，Promoting standardized processes and services speed will be slow，This not only in China，In the world any place meet the same problem。

　　《机构投资》：农村金融是我国未来的一个重点。乡镇银行的设立，会如何影响银行满意度的趋势？

《Institution investment》：Rural finance is a key in our country in the future。The establishment of villages and towns bank，Will affect how bank satisfaction trend？

　　Rockwell Clancy：增加乡镇银行网点，初衷是增加便利性。设施在客户体验满意度的权重为20%左右，因此这些乡镇网点的建设，对提升乡镇客户便利性意味深远。

Rockwell Clancy：Increase the villages and towns bank outlets，Original intention is to increase convenience。Facilities in the customer experience the weight of satisfaction is about 20%，So the villages and towns of the network construction，To improve township customers convenience means a lot。

　　关键是，增加乡镇银行网点数量的同时，也要注重网点服务水平的标准化、统一化。若只注重数量，不重质量，没法达到让客户得到优质服务的目的。

Key is，Increase the number of villages and towns bank outlets at the same time，Also want to pay attention to the standardization of network service level、unification。If you only pay attention to quantity，Not heavy quality，Can't reach that customer can get the high quality service purpose。

　　在美国我们的研究覆盖了乡镇地区。我们发现，大城市往往比乡镇客户满意度低。因为在大城市拥挤，在网点便利性、容易到达率等方面都比乡镇难达成。平均而言，做得最好的乡镇，与做得最差的大城市之间大约有15-20分的差距。

In the United States our research covering the township area。We found，Large cities often township customer satisfaction than low。Because in the big city crowded，In the network convenience、Easy to arrival rate and so on to achieve than villages and towns。On average，Do the best of village and township，And do the worst cities between about 15 to 20 points behind。

　　《机构投资》：按程度划分满意度，可以怎么分？

《Institution investment》：According to level classification satisfaction，Can how cent？

　　Rockwell Clancy：我们把整体的客户体验画成一个金字塔，分为4层。最基础的一层，是满足客户的基本期望。这叫做“入门费”。如客户到一个银行网点，期望银行设施好用，能正常运转，不用花太长的等候时间，银行服务不会出现问题……这些都是基本期望，是打下优质体验的基础。过去4年来，中国银行业在这方面已经有很显著的提升。

Rockwell Clancy：We put the overall customer experience pictured as a pyramid，Is divided into 4 layer。The most basic layer，Is to satisfy customer's basic expectations。This is called“Entry fee”。If the customer to a bank outlets，Expect the bank to use facilities，Can normal operation，Need not spend too long waiting time，Bank service won't appear problem...These are the basic expectations，Is the foundation of a high quality experience。Over the past four years，China banking in this aspect have been markedly improved。

　　第二层，是银行与客户互动体验的环节。包括客户进入网点后，银行柜员是否热情接待、能否喊出客户的名字、是否有礼貌服务等。这个层次上，中国的银行做得有高有低，做得好的银行与不够好的银行之间差异化开始显现。

The second，Is the bank and its customer interaction experience link。Including customer into the site after，The bank teller is warm reception、Can shout out customer's name、If there is a polite service and so on。The level，Chinese Banks do have high low，A good bank and not enough good between the Banks differentiation began to appear。

　　第三个层，银行能够跟客户提供顾问式服务，跟客户沟通更多，提供更透明，更充分的沟通过程。

The third layer，The bank is able to provide customers with consultant type service，Communicate with the client more，Provide more transparent，The more sufficient communication process。

　　第四层，就是对高端客户提供贵宾式服务，比如机场接送、贵宾室、优质的一对一产品等。

The fourth floor，Is the high-end customers with VIP type service，Such as airport shuttle、VIP room、The high quality one-on-one products, etc。

　　值得注意的是，随着银行服务的完善，第二层会逐渐融入第一层，成为客户的基本需求。即当前在中国的银行业之间产生差异化的点，未来会变成“入门费”。当前两个层次逐渐变成先决条件——做到是必须的，做不到会产生不满意，且做到了也很难产生差异化时，将对银行提出更高的要求。后两个层次才是真正产生差异化的。银行若做好了，客户满意度会大大优于其他银行，能产生持久的差异化，形成优势。

It is important to note that，With the perfection of banking services，The second will gradually into the first layer，Become the basic needs of customers。That is currently in China's banking industry produce differentiation between the point，The future will become“Entry fee”。The current two levels gradually became prerequisites -- do is a must，Do not to produce not satisfied，And did it is difficult to produce the differentiation，Will put forward higher requirement to the bank。After two levels will indeed produce differentiated。If the bank ready，Customer satisfaction will greatly is superior to other Banks，Can produce lasting differentiation，Form advantage。

　　《机构投资》：中国的银行业达到了第几层？

《Institution investment》：China's banking sector to which layer？

　　Rockwell Clancy：目前而言，在中国大约有80-90%的银行能完成第一层的要求；而完成第二层要求的银行则在50-60%之间。

Rockwell Clancy：For the present，In China about 80-90% of the bank can finish the first layer requirements；And completed the second requirements of the Banks are in between 50-60%。

　　近年来，不少银行在第三层和第四层下苦功。但需要提醒银行注意的是，上述等级不能跳过，要先做到前一个，才能过渡到后一个。比如，银行不可能银行网点基本的服务的提供，就直接跳到VIP层面。整体来说，若第一层和第二层的基础没打好，后面两个层次也很难做好。

In recent years，Many Banks in the third and the fourth floor painstaking efforts。But need to remind the bank note is，The above level can't jump，Want to do before a，To the transition from the former to the latter。For example，It is impossible for the bank bank outlets basic service provision，Directly to VIP level。overall，If the first layer and the second foundation didn't play well，The latter two levels is hard to do。