Promoting brand through service has always been one of China Everbright Bank’s business philosophies, and it has again brought success to the company.On April 13th, at the 2005 China International Call Center (ICC) and Customer Relations Management (CRM) Conference held in Shanghai, China Everbright Bank’s “95595” Call Center was awarded the 2005 China Best Call Center Award, becoming the second Call Center in the domestic banking sector to win this award.This signifies that CEB’s customer service quality has jumped to the lead of the profession.

The Best Call Center Selection Event is jointly organized by China CRM Committee of the Ministry of Information Industry, CTI forum CRM institute, and 2005 China ICC and CRM Conference.The aim of organizing this event is to promote the concept of customer service to all sectors of the society, enhance the quality of business operation and management, establish industry-specific customer service standard, and promote the development of the Call Center sector.The entire selection process is based on the principles of openness, fairness and impartiality; and candidates will go through a stringent set of selection process: application screening, telephone interview, investigations, preliminary selection, on-site performance gauging, and final selection by the Committee.

Also at this Selection Event, Director Liu Liwei of CEB’s “95595” Call Center was awarded the 2005 China Best Call Center Manager Award, employee Kuang Yue was awarded the 2005 China Best Customer Service Representative.

Winning the award is a result of CEB’s business philosophy of “satisfying each of our customers”, the implementation of the “invigorating the industry through service” strategy, and the provision of outstanding services to all of its customers.The new 95595 customer service system was formally launched in July 2004; the system uses advanced software and hardware platforms, encompassing all fronts of the Bank’s businesses, which includes deposit, Sunshine debit card, Sunshine credit card, public directory, foreign exchange, Bank-Securities Link, open-ended funds, various payment services, and financial and non-financial information enquiry; means of service include Interactive Voice Response (IVR), (Customer Service Representative) CSR, FAX, Short Message Service (SMS), and email, etc, providing comprehensive services to ensure customer satisfaction.In order to strengthen digital management at the customer service center, the system designed multiple management functions including work flow, knowledge base, employee evaluation, call monitoring, training sessions, dialing platform, and website, etc.The system currently takes the lead in the industry.In terms of business scope, the system encompasses all major aspects of the business; in terms of the scope of geographical coverage, the system is available in 36 major cities that have CEB’s branch offices; in terms of business operation and management, a systematic management model is adopted which focuses on centralized management.By using professional performance management standard at the Call Center, the Call Center exerts every effort to realize a business operation and management model that is digitalized, professional and detail-oriented.

As every business aspect of the Bank is developing at a rapid pace, 95595 Customer Service Center is playing an ever-more important role in terms of customer service and cross marketing.As for the next step, CEB will continue to facilitate the development of 95595 Customer Service Center so that it becomes a center for customer contact, telemarketing, e-business and information collecting, hence promoting the healthy and sustainable development of the Bank as a whole.