Ping An Bank: How can financial services win the trust of tens of millions of customers?

Enterprise WeChat

For the financial industry, when customers choose financial services, they will see whose products are the best and whose services are the most reliable, convenient and worry free.

But banks How to let customers know about high-quality financial products, rights and services? It's getting harder and harder Because customers are less and less frequently visiting bank outlets. While actively contacting customers, the call completion rate and SMS click rate are also getting lower and lower.

Ping An Bank solved these problems by serving customers through enterprise WeChat, making more than 30 million customers long-term choice and trust, and won the "Best Customer Relationship Management Project in China in 2022" and other awards from The Asian Banker.

Let's see how they think and do.

Accurate insight into customers' financial preference

Only as a professional consultant, don't bother

When many people choose financial products and services, they do not know what kind of products are reliable, matching their financial situation and risk resistance. Therefore, banks and other financial institutions need to fully communicate with customers to understand their risk return expectations, investment industry preferences, etc., so as to recommend products suitable for them.

In the past, we used to recommend products by phone. A few minutes or sentences on the phone were not enough to understand customers' needs. Many customers also naturally resented strange sales calls, often hanging up after "I don't need it" and "I'm busy".

How to contact customers to provide better service? Ping An Bank selected customer manager Use enterprise WeChat to connect with customers' WeChat, and gradually understand customers' situation through natural chat and communication in the daily service process, For example, family, income, risk tolerance, etc., and then make targeted financial recommendations to customers.

In addition to daily communication, There are also more convenient and non intrusive ways:

Wang Wei, General Manager of Ping An Bank's Basic Retail Remote Banking Department, said: "We Three messages will be sent to the "circle of friends" of WeChat every day For example, send the financial morning paper in the morning, send the local life discount at noon, and send the stock market closing analysis or important information related to financial investment at night. Most of the customers did not respond to these articles, but because the links to these articles came from Ping An Bank, the content classification was done in advance, Under the condition that the customer authorizes us to understand, if a customer will look at the latest market policy interpretation, car market and housing market, life welfare, etc. every day, he has still read some types of content, which indicates that he is very interested in, and may also need services in this regard. ”

Not only reading preferences, Ping An Bank also Connect enterprise WeChat with internal customer tag, service and other systems to help customer managers more accurately understand each customer's behavior preferences in information reading, consumption and financing, and then recommend services and products based on customer preferences or needs. For example, if there are new wealth management products that are suitable for "steady" customer investment, they will be screened through the customer service system and labels, matched with customers who may need them, and accurately recommended and introduced. Customers who are interested and in need will not be disturbed; It is also more reassuring and trusting to consult the financial advisers on the enterprise and micro enterprise before making decisions.

In addition to financial services, Ping An Bank will also accurately recommend many services such as credit card living and consumption concessions to customers through the segmentation of customer tags For example, tell customers who are interested in "catering and supermarket" what discounts can be enjoyed at nearby McDonald's and Yonghui Supermarket with Ping An credit card, so as to help customers save money through careful calculation.

In addition, when providing online advisory services, financial advisers who make excessive commitment to product returns will not only harm customers' interests, but also bring risks to the bank. So Ping An Bank The function of intercepting chat sensitive words on WeChat is connected to the consumer protection and quality inspection platform in the industry, which is monitored in real time to ensure the compliance of conversation records in the service process. For example, for messages with sensitive words such as break even and excessive commitment, there will be reminders and early warnings on WeChat, and the message will not be sent. Improve customers' trust in Ping An through service compliance.

Let every customer have one

Financial steward who can be found at any time

In addition to advanced services such as investment and wealth management, banks should also do a good job in the most basic services, such as saving, opening a card and opening an account. The trust of customers is accumulated from the service bit by bit. In every daily service, customers should feel convenient and relieved, and problems can be solved in a timely manner, so that customers can gradually trust.

But how?

In the past, when customers went to the bank to do business, they had to go to offline outlets. They often had to wait for a long time to get the number on site, which was inconvenient. If you don't bring all your certificates or miss the opening hours of the outlet, it will be a waste of time.

"In order to make customers more convenient, we have built the 'Ping An Pocket Bank' App for a long time, and the level of self-service is getting higher and higher. But we also found that, Although 95% of the banking business can be completed on the App, the customer still wants someone to guide him in the process ”Wang Wei, General Manager of Ping An Bank's Basic Retail Remote Banking Department, shared.

For example, when encountering some complex businesses, Some customers don't know how to get an electronic social security card, how to open an account for an individual pension, how to deduct personal tax, etc. Even if there is an electronic guide on the App, they don't know where to look. When they look, they always worry that they don't understand it and need to confirm it; Some customers are more cautious about operations involving money, so they hope to find someone to ask clearly first; Also, when the customer gets stuck in filling in information and uploading documents, he is worried. At this time, making customer service calls and transferring labor are also slow, and it is easy to have customer complaints if they are not handled in time.

At this time, Ping An Bank's enterprise WeChat allows customers to find answers and help at any time, and everyone has a handy financial steward on their mobile phones.

For example, if a customer is not clear about the policy when opening an account for pension, or about the rights and annual fees when handling a credit card, he can send a WeChat message to consult the financial steward at any time; Many businesses can complete the whole process of filling in data, verifying identity, and subscribing to message alerts online without having to queue up at outlets. If there is any problem in the process or if any step gets stuck, you can also find the financial steward at any time.

“ Our financial steward is a 'customer service expert', It can help you quickly inquire about your account, make an appointment to exchange new money, withdraw foreign currency and other services, Another 'financial adviser', It can provide you with financial advice, analyze the market, At the same time, he is your "life assistant" ’ , welfare officer, timely remind you of changes in provident fund account, birthday benefits, point exchange, etc. ", introduced by Wang Wei, General Manager of Basic Retail Remote Banking Department of Ping An Bank.

Accompanying service through enterprise WeChat "We can solve problems in a timely manner, and also care about customers' emotions. Customers have more trust and patience in you, and many customer complaints are in the bud" Wang Wei said, "If we wait until the time when customers complain in the past to solve the problem, the problem is often complicated."

How can professional services improve efficiency?

Let VIP services benefit public customers

Does it require a lot of manpower to provide professional financial services to more than 30 million customers across the country? The headquarters of Ping An Bank chose to improve the effectiveness of the front-line team through digitalization. The financial steward on WeChat can serve more than 10000 customers per capita At the same time, we can also make the service experience as good as possible.

First, for some basic businesses that customers often ask, For example, opening accounts and inquiring account information, Ping An Bank has connected the self-service inquiry and processing systems commonly used by customers to the corporate and micro sidebar services of the financial steward. The steward can quickly send out links to guide customers to finish online.

Secondly, for the professional financial knowledge of customers, Headquartered at The account manager's enterprise micro enterprise has access to the financial "knowledge base" We have prepared many popular science articles and product introductions on financial management and investment, such as how to buy funds and how to configure insurance. The customer manager can quickly search and send them to customers when they are consulting, and the answers are professional and timely.

Third, how can every customer manager in the country have high-quality professional services? The headquarters combed the service process of gold consultants into "the best standard" For example, to serve a new customer, how to welcome the customer on the first day, what should be known, what should be known, what benefits should be told to the new customer, and the subsequent long-term care and services, the first few weeks should be explained to him about wealth rights, when to maintain and thank customer trust, how to help customers optimize asset allocation... All of these have sorted out the standard service processes.

The system will automatically remind which customer needs a return visit at which time. The customer manager does not have to worry about how to speak and explain to the customer, nor does he have to remember by himself. The headquarters can also send the prepared copy to the corresponding customers through the customer manager "one click".

Through digital tools, Ping An Bank has standardized and scaled up high-quality financial services, so that public customers can also enjoy the VIP service experience online. Financial steward in enterprise and micro enterprise Per capita service efficiency is 4.9 times higher than before; The trust of customers has also been improved, and the AUM per customer, Asset Under Management) increased by 20%.

Through digital tools such as enterprise WeChat, Ping An Bank enables public customers to enjoy the financial butler service on hand, which can solve customer problems in a more timely manner, provide emotional value, and successfully improve customer trust.

For the financial industry, digital tools can ensure high-quality, warm and humane services, make efficiency and scale, and make finance work for the people.

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