At present, through active product innovation, commercial banks have developed their precious metals business more and more, with more varieties, good quality, favorable prices and continuous improvement of the precious metals buying and selling system, which not only has a far-reaching impact on the society, but also, has brought considerable benefits to the banks. However, there is still a lot of room for improvement in the precious metals business, and the precious metals business system needs to be further improved and optimized. Specific analysis is as follows.
1 Problems faced by the development of precious metals business
First, there is a lack of effective management of counter operations to inform individual customers who purchase precious metal products of the risks involved.
Customers for the first time to buy personal precious metal products or for personal precious metal business, branch personnel are prone to forget to inform customers of the risks or risk tips, specifically: one, when individual customers open additional accounts over-the-counter precious metal accounts, branch tellers did not prompt customers to read customer instructions and sign approval, risk tips are not sufficient, easy to cause legal disputes, such as: x x day in 2013, customer Wang Moumou to x x Commercial Bank ×× branch ×× branch for other business, then because of online banking and wealth management related issues to the ×× branch personal account manager Zhang Moumou consultation, the Zhang Moumou then to the customer Wang Moumou marketing paper gold, as a result, Wang Moumou bought account gold more than 12 million yuan, but less than a month, a loss of more than 1 million yuan. Wang then complained that the branch Zhang exaggerated the potential benefits of paper gold at the time, the branch manager because of the busy work that day, the account precious metals and close the market soon, and the system did not prompt, in the customer did not sign the customer instructions to approve the case, for Wang to handle the account precious metals business.
Second, for the first purchase of physical precious metals, commercial banks require that customers be fully informed of the risks, and that they read and sign the customer instructions. However, the current commercial bank counter operating system in the customer identity verification information network to start the purchase can not identify and determine whether the customer is the first time to buy, must take manual start other codes in order to make relevant inquiries and judgment, for the counter operation brings a certain inconvenience, but also hides a certain operation risk, while easy to cause legal disputes.
Another example: on x x x 2013, x x branch x x x branch for the customer Yang x x marketing on behalf of the custody of the physical gold business, the customer also did not sign in the customer instructions, it is said: at that time the customer actually read the customer instructions, may be omitted to sign. Less than a month after the purchase, the price of physical gold also dropped, so Yang×× also complained about the bank and the staff handling it. Third, when an individual customer opens an account for the JSE precious metals trading business (referred to as “personal T+D business”), the branch staff must follow the individual customer risk assessment process for financial products and other businesses, but must manually complete the individual customer risk assessment process, including the risk assessment questionnaire filled out by the customer, the product The results of the customer score are calculated manually based on the risk assessment questionnaire and product suitability questionnaire completed by the customer. It is easy for the staff at the nodes to miss the risk assessment for customers and there are operational risks.
Second, the online banking transaction system for public precious metal agency business has not been officially launched, which affects the competitiveness of the business and needs urgent improvement.
For example, in 2014 x x branch x x branch and the customer x x Electronics Co., Ltd. signed an agreement to act as a precious metals trading, from January 7, 2014 to June 18, 2014, a total of 5 agent precious metals business, a total of 19 kg, all in x x branch counter, not open corporate Internet banking, later, according to the customer reflected: for the agent precious metals business, because the counter than the Internet The customer lost more than 100,000 yuan because of the time difference between the counter processing and the Internet banking, but the customer did not complain about the bank because of the relationship with the bank for many years, but the customer has since moved to other banks to handle the agency precious metals business.
Third, the customer base for public precious metals business is small and the ranking in the system is not commensurate with the local status of this commercial bank and the gap is large.
Compared with local peers, there are fewer corporate customers, and the precious metal leasing business of enterprises lags behind other banks, and the bank only provides support for leasing gold to enterprises whose main business is gold production and processing, e.g., customer ×× Electronics Co. whose main business is not gold production and processing, but the enterprise has good benefits, creating profits of more than 200 million yuan each year in 2012 and 2013, and on ×× 2014, the customer Because of the need of business, applied to the bank to lease 19 kg of physical gold, but the bank did not support it, and other banks ×× City ×× Sub-branch?s gave its support, and other banks thus won a considerable amount of intermediate business income.
Fourthly, when the key large accounts of precious metals business (also VIP customers) handled SMS pass business, they did not reduce or waive the relevant fees, and still had to pay SMS pass fees.
Although paying only a few yuan (about 3 yuan) per month, customers still ran to other banks for business because of the SMS pass fee, which caused the loss of some important customers of the bank just for these few yuan, for example, Li ×, a customer of the × × branch, had purchased more than 20 million yuan of physical gold in the bank at one time, which had created considerable intermediate business income, but later when the prompt of paying SMS pass fee He said: he transferred to the bank does not have to charge SMS pass fees, and, birthday will also show him, the main heart happy, this area of a few dollars to make him angry, as the so-called “money is capricious.
Write here, by the way, mention a story about the “sauce”, may have a lot to do with the development of business, “sauce” story is to the effect that: a brand of chain restaurants, because the spare a special ” Sauce”, the taste is particularly good, of course, together with other supporting facilities and quality service, and thus business is booming, but soon after, the chain restaurant owner is confused and troubled, because the store’s special “sauce” often disappeared, a small bottle of special The “sauce” cost is not low nor high, but the accumulation of small amounts, the chain of restaurants, the boss is nervous, so take a variety of measures, and would like to provide a generous bonus to solicit solutions to the problem, many people come up with ideas, but after a trial, “sauce” or not fly.
Later, a very ordinary person came up with an idea, suggesting that each of its spare bottle of “sauce” are removed from the lid, so the problem was easily solved, because, without the lid, who would not want to make their suit or bag sloppy, small ideas but solve a big problem. This example is to illustrate: the network to expand the business by all means, how difficult, a few dollars in the district to “drive away” the customer, the loss is not worth it. This is also the story of success or failure in details.
2 Reasons affecting the development of precious metals business
First, the lack of system functionality, personal precious metals business system can not automatically identify the customer’s first purchase of physical gold or additional account precious metals account gold information, need to manually identify, branch personnel easily forget to inform customers of the risks or risk tips, there are operational risks.
Secondly, individual customers have already undergone risk assessment in the commercial banking system, but the assessment results cannot be applied to personal T+D business at the same time, so when customers apply for personal T+D business, the branch needs to re-apply risk assessment for customers, resulting in cumbersome business processes, and customers may move to other banks for business; at the same time, branch managers are prone to miss this work.
Third, because the public precious metals agency business Internet banking transaction system is not perfect, there are fewer agency trading customers, and customer demand is not urgent; system development is currently dominated by certain development work, which is a heavy task, and other business system development work takes a back seat in terms of priority.
Fourth, the development of public precious metals business is uneven.
For one thing, ×× Commercial Bank started late in the business of public precious metals, taking gold leasing business as an example, the bank’s head office launched in 2006, and a provincial branch handled the first business in 2010, and the only one in that year. Since the establishment of the financial market department at the end of 2011, the speed of development has only been enhanced. Secondly, there is insufficient actual demand from corporate customers for gold leasing and other businesses. At present, there is an extreme lack of potential customers in the larger gold industry with actual gold demand in the province, and there is limited room for public precious metals business expansion and lack of focus for business development.
Compared with other provinces and cities, the number of gold production and processing enterprises in the province is relatively large, so theoretically there is more potential and space for the development of public precious metal business such as gold leasing. However, the concentration of gold processing industry in the province is very high, of which about 70% of enterprises are concentrated in several industrial parks such as Shui Bei Jewelry in a certain city, and there are only a few gold enterprises in three or four cities in the jurisdiction, and they are mainly small and medium-sized enterprises with very small scale, and even some of them are individual gold processing operators, so it is more difficult to obtain credit from the bank. In addition, the enterprises in the province are mainly “three to one supplement” processing enterprises, which have no demand for gold as raw material for production, such as about 90% of gold processing customers in a certain area are such customers, which have no demand for precious metal business such as gold leasing and gold trading. In the past two years, although a certain commercial bank business growth has made significant progress, but the business growth is mainly to the interbank leasing out, to the enterprise leasing business due to the impact of the lack of customer groups is still growing slowly.
Fifth, the precious metals corporate customer base lags behind that of its local peers.
For one thing, in order to ensure the level of risk control, the bank handles gold lending business with high entry threshold, and some enterprises with lending intention are unable to achieve business breakthrough due to objective conditions. According to the customers, the bank in addition to credit conditions than the industry is more stringent, in handling gold leasing business access threshold is also significantly higher than the x x bank, basically only for the main business in the production process need to use physical gold customers? The bilge stew rage? For part of the physical gold demand, but the main business is not gold production and processing of enterprises to rent gold does not support, the same industry is more relaxed.
Secondly, the majority of branch banks do not understand and pay enough attention to this kind of business, and still focus on traditional business such as deposits and loans in their daily business development work, and have not fully realized the huge contribution potential of this kind of business to the middle income.
Sixth, the maintenance of the key accounts in the precious metals business is not strong enough, and there is a certain gap with our sister banks in the same industry, which leads to the decline of customer satisfaction and the loss of key customers.
3 Suggestions for improvement
First, optimize the precious metals business system function: automatically identify whether there is a transaction record of handling personal physical precious metals business or opening a personal account precious metals account based on customer ID card information, and return the prompt information through the system to remind branch personnel to read the customer instructions and sign to confirm for customers who are handling precious metals business for the first time. Thus, to strengthen the effective management of counter operations of risk notification for individual customers who purchase precious metal products.
Second, integrate system resources to optimize and improve the functions of the precious metals trading business system of the JSE for agent individual customers. For customers who have undergone risk assessment in the commercial banking business system, they can be synchronized to the personal T+D account opening business, prompting branch personnel to initiate risk assessment and product suitability assessment in the business system for customers who have not undergone risk assessment or whose assessment results have expired, without the need for manual assessment to avoid omissions and misuse.
Third, improve the online banking agent precious metals trading function for the public, simplify the transaction process, improve customer satisfaction and transaction timeliness of the precious metals business, and enhance the competitiveness of the precious metals business for the public.
Fourth, in view of the current situation that the customer base of public precious metals business is relatively small, it is more important to know the difficulties and find a breakthrough to expand the customer base of public precious metals business, one is to strengthen business publicity and training, improve the awareness of the grassroots operators; strengthen the contact with the local jewelers’ association, strengthen the marketing efforts of target customers, and strive to expand the public precious metals business; second, further improve the relevant systems, such as handling gold leasing business entry threshold and other issues, it is recommended to start from the perspective of being conducive to inter-industry competition and business development, and also to control risks.
Fifthly, we should further strengthen the management of the key accounts in the precious metals business, and treat them differently with reference to other banks, and reduce or waive some of the relevant fees for those who contribute a lot. At the same time, in terms of other services, we will increase the maintenance of the key accounts, such as birthday sympathy, so as to reduce the loss of key accounts in precious metals.