Recently, Agricultural Bank of China Limited (ABC) has launched "Super Counter", which is an innovative service platform based on its business characteristics. Based on the integration of hardware equipments and software systems, "Super Counter" has changed traditional banking service procedures. It adopts an innovative business handling mode where the customers handle the transactions under the guidance of lobby managers and the back office is responsible for approval. As a result, ABC has realized quick processing of non-cash transactions for most personal customers and ended over-the-counter transactions where the customers have to fill out many forms, sign their names on multiple documents and go through complex procedures.
"Super Counter" is easy and convenient. The customers can file applications on their own, they can sign up for a number of services by entering a small amount of information, and the transactions are processed four to seven times faster than the traditional counter. For example, it would take 20 minutes to sign up the five contracts for opening a bank card at the traditional counter, and the customer can complete the whole process at the "Super Counter" within 3 minutes and 45 seconds. "Super Counter" has also reshaped the risk control mechanism of banks. The customer's identity will be examined by competent back-office professionals, the customer's instructions are incorporated in the procedures, bank card and K-Po are directly distributed to the customer to protect the security of their transactions. "Super Counter" has released the productivity of banks and effectively balanced business efficiency and risk control so that the customers can keenly experience more efficient and enhanced services created by technical innovation and process restructuring. The customer managers can provide "one-stop and interactive" consulting, marketing and delivery services through "Super Counter". "Super Counter" can also support off-premise services on the basis of compliance with regulatory requirements.
With the advent of internet finance and changes in consumers in recent years, the main functions of banking outlets have evolved from the location of delivering financial products to the platform of providing comprehensive sales and services. According to Mr. Luo Yongning, General Manager of the Operation Management Department of ABC, "Super Counter" will significantly improve the business efficiency of banks and influence and change the banking operation mechanism and the positioning of outlet functions, and accelerate the functional transformation of banking outlets from transaction processing to service and marketing.
It is known that ABC's "Super Counter" has covered over 50 products such as bank card opening for personal customers, e-banking signup, account loss reporting, password reset, personal exchange settlement and sales, West Union remittance, cross-border remittance, wealth management subscription, fund purchase and redemption. "Super Counter" has been launched in over 230 outlets of Shenzhen Branch, Beijing Branch, Jiangsu Branch, Hubei Branch, Shandong Branch and Guangdong Branch and well received by the customers.
ABC will further promote "Super Counter" by optimizing its functions and enhancing customer service and strive to cover 20,000 outlets in the next year.

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