The Road to Digital Transformation for Commercial Banks

GoldenEase helps digital transformation of bank outlets

Offline outlets, as an important carrier of the bank's traditional business model, used to be an important window for the bank to reach out to customers, acquire customers, and transform marketing. With the deepening of the Internetization of the social economy, the contradiction between the operational efficiency and cost of offline outlets is highlighted, and there is a growing mismatch between the supply of banking services and the needs of customers.? Due to the difference in the development of physical location, the business volume of bank outlets has gradually become unbalanced, and the difference in business volume and customer volume between outlets is huge, but it is difficult to redistribute resources. Outlets and outlets, employees and employees are separated by regional intervals, and it is impossible to reasonably dispatch human resources, not to mention synergistic operations. In this context, the digitalization, intelligence and lightweighting of bank outlets have become the new development trend.? In order to adapt to the trend of digitization and intelligence of bank outlets, GOLDEN EASY LINK cooperates with ICBC Guangdong Branch in the project of "online and offline integration" - ICBC Online. The project meets the needs of offline network transformation and service scope expansion, and realizes the internal synergy and complementary advantages of online and offline resources. Jinyilian provides 5 solutions for the digital transformation of bank outlets:

Difficulty 1 Offline outlet traffic "falling off a cliff"

In March 2019 the China Banking Association pointed out that, while the replacement rate of bank counter transactions is rising with the continuous penetration of fintech, the nationwide commercial banks' counter transaction substitution rate is generally above 90%. More than 90% counter transaction replacement rate led to the bank branch traffic support began a "cliff" decline, customers to the bank branch for business more and more infrequent, branch traffic year after year, is directly caused by the fatal factors of the marketing predicament of the bank branch.

Solution? Social platform multi-channel traffic?

In the Internet era, the nation is increasingly inseparable from the network social networking, a data from the data monitoring platform shows that: WeChat has become the most used APP by domestic Internet users, accounting for 23.8% of the Internet time consumption. Rooted in the WeChat small program ICBC online, can be accessed in the WeChat ecosystem under the various traffic entrances, the customer can be anytime, anywhere in the social platform to obtain services.

Customer manager sent to WeChat service group

Rong eLian into the small program

WeChat small program search ICBC Online

ICBC Online implanted in the WeChat push article

Difficulty 2 Difficulty in deploying human resources between outlets?

Bank outlets due to the regional development of different, uneven workload saturation of employees between different outlets, shortages and redundancies co-exist phenomenon, how to break the physical area restrictions, the rational deployment of human resources has become an urgent need to solve the problem.

Solution? Integrate resources and dispatch orders intelligently

ICB's online dispatch system integrates the manpower of the bank's offline outlets, releases the work orders for customer inquiries according to the regional scope, and the online customer manager in the designated area will seize the orders to provide services, solving the problem of human resources deployment and enhancing customer satisfaction. The flexible mode of dispatching, order grabbing and transferring can be freely switched, which greatly improves the service efficiency of the bank staff.

The staff side receives the consulting request and carries out the order-grabbing service

Difficulty 3: Different service capabilities of bank staff?

Banks have a wide range of businesses, and there are differences in staff expertise and experience, so it is inevitable that they will encounter problems that cannot be solved in the process of responding to customer inquiries. At this point, it is often necessary to seek help from colleagues more familiar with the business, which is both time-consuming and unable to ensure the accuracy of the service. To solve this kind of problem, in addition to the efforts to improve the staff's business level, the reasonable scheduling of service personnel, so that the professional people to answer professional questions seems to be more important.

The solution? A key to transfer, let professional people do professional things

In response to the situation of different levels of professionalism of bank employees, ICBC online set up a "transfer" function, in the process of online customer service, in the event of unanswered questions, you can "key to transfer" to invite professional colleagues to continue to serve the customer, improve service quality and improve the quality of service, as well as to enhance the quality of service. This will improve the quality of service and customer experience.

One-click transfer within an organization is more convenient

Difficulty 4: Is it time-consuming to repeat simple business?

In the process of daily customer service, account managers need to spend a lot of energy to reply to customers' basic questions, which is both time-consuming and difficult for employees to get a sense of accomplishment.

Solution Knowledge base call, one-click reply more convenient?

Through the ICBC online "Knowledge Base Management" function can be standardized Q&A management of customer questions, the content of the knowledge base through the audit of the library, to help employees to carry out the precipitation of knowledge and experience **** enjoy. During the service process, employees can call the knowledge base function at any time to provide customers with accurate and efficient Q&A services.

Difficulty 5 online financial services is difficult to establish a relationship of trust

Financial services is a kind of socialization built on the relationship of professional trust between people. This trust relationship is the intermingling of professional service capabilities, acquaintance socialization, emotional connection and even regional cultural habits. How to replicate and strengthen the offline trust relationship online is the biggest challenge in the digitization of bank branches.

Solution Personal Studio Official Endorsement

Employees can create a personal studio online through ICBC, and obtain official endorsement through brand certification and channel promotion. Customers can visit the online service personnel's studios to learn about their qualifications, experience, credentials and other information. You can click "Follow" on trusted service personnel to evaluate each communication.

JinYiLian's integrated financial new retail solution for ICBC Guangdong Branch technically solves its pain points by establishing a "social service network" to digitally connect with customers and enable them to highly dispatch their online and offline service resources online for proactive service.

In the face of an increasingly upgraded and iterative customer base, the closed financial services system needs to be transformed into an open, scenario-based service ecosystem, with a full range of online companions, through process transformation and operational system changes, to improve service efficiency, build a new digital financial services ecosystem, and redefine the boundaries of financial services.