——Address “Post-WTO” Challenges with International Standard

    Recently, Nanning Branch of China Everbright Bank passed the third party assessment of the BSI Management System Co., Ltd. This indicates that all domestic institutions of China Everbright Bank have developed an ISO9001-standard service quality management system for the personal OTC services and that China Everbright Bank has achieved a big progress in market-oriented standardized and professional service and a great leap forward in banking management and service quality.

    This year 2006 is the fifth year after China entered the WTO and also a year in which foreign-funded banks started entering into the Chinese market in a comprehensive manner. As the pillar entity in China’s financial system, commercial banks of China face huge challenges and tremendous competition pressure from the international peers. To meet the customers’ increasing service demands and reduce the competition pressure from peers, China Everbright Bank decided to upgrade the core banking system, and officially introduced the ISO9001 Quality Management System to the personal OTC banking services in all domestic branches and sub-branches on March 3, 2006. After eight months’ operation, over 400 operating outlets of China Everbright Bank accepted and passed the onsite assessment of a renowned certification company, BSI Management System Co., Ltd., in three batches, and was conferred the certification by British Standard Institution (BSI).

    It is known that personal OTC service of China Everbright Bank passing the ISO9001 quality standard will have a significant impact on the business development:

    First, standardized operational procedures are established and the risk control capacity is strengthened. In recent years, the frequent occurrence of cases in the financial institutions is attributable to the operational violations of business persons. China Everbright Bank has set up a complete set of document system in the personal OTC service according to the international standard, covering regulations and systems, operational procedures, post duties, service standards and image and etc., which will be an efficient management tool and also an effective measure to prevent and control operational risks.

    Second, a customer-oriented management concept is cultivated and the customer satisfaction is improved. Highlighting the “Customer-Centered” philosophy, the ISO9001 quality management system aims at achieving and improving customer satisfaction. The implementation of ISO9001 quality management system built unified standards for service environment, service behaviors and service logos, largely improved employees’ professional ethics and expertise, and remarkably enhanced the customer satisfaction and social recognition. In recent years, China Everbright Bank has made remarkable progress in cultivation of corporate culture, and the promotion of ISO9001 quality system standard may help China Everbright Bank build brand image and further sharpen its competitiveness.

    Third, the internal mechanism is improved and the quick market response ability is enhanced. The ISO9001 quality management system pursues gradual improvement and effective management. China Everbright Bank will include service supervision, internal audit, financial regulation, security inspection into the quality system, and establish a continual improvement mechanism across the Bank by virtue of internal and external audit, with a view to putting internal coordination and management quality under effective control and improving the bank’s quick response ability to market changes.