Lead: The digital transformation of China's financial industry has been going on for many years, but from the perspective of development mode, most of them still remain in the stage of "product centered" or "process centered". When facing the challenges of interest rate liberalization and financial disintermediation, they often lack the support of digital, intelligent and personalized fintech platforms and cannot keep up with the "customer-centered" financial consumption demand. In particular, for the banking industry, which mainly focuses on offline services, how to carry out leapfrog upgrading in digital operation and marketing, and how to realize the opening up and efficient collaboration of the whole process online and offline have become the subject of The Times for the digital transformation of banks.
Wu Yimin: Chairman and president of Enbird Software, expert of China SaaS expert Advisory Group, Top ten software leaders in China, economic figures in China, leading talent of Guiyang Big Data Ten Plan, member of Guizhou Provincial CPPCC, inventor of many patents.
Wu Yimin, Chairman and president of Xinford Software, was invited by Electronic Finance magazine to share his article on How Bank Customer Service Reinvigorates "Data" and Enhances Customer Operation Efficiency (published in the June 2020 issue of Electronic Finance magazine).
The digital transformation of China's financial industry has been going on for many years, but from the perspective of development mode, most of them still remain in the stage of "product centered" or "process centered". When facing the challenges of interest rate liberalization and financial disintermediation, they often lack the support of digital, intelligent and personalized fintech platforms and cannot keep up with the "customer-centered" financial consumption demand. In particular, for the banking industry, which mainly focuses on offline services, how to carry out leapfrog upgrading in digital operation and marketing, and how to realize the opening up and efficient collaboration of the whole process online and offline have become the subject of The Times for the digital transformation of banks.
The finance industry's next decade of open banking supported by digital platforms
The sudden epidemic in 2020 has brought great impact to the financial industry and accelerated the pace of digital transformation of the financial industry. During the pandemic, "contactless" online finance has become an important way for financial institutions to conduct business. The surge of online customers has forced financial institutions to seek more ways to enhance customer value. In order to combat the epidemic and stabilize growth, the country has called for accelerating the construction of new infrastructure, such as 5G, big data centers and artificial intelligence, to inject new momentum into the digital transformation of the financial sector.
The pandemic is a major test and an opportunity to push the financial industry to the crossroads of digital transformation. In the past decade, fintech has helped the industry complete infrastructure construction such as the Internet and data centers. In the next ten years, the financial industry will evolve toward the digitalization depth oriented by indicators and the breadth of the platform oriented by openness based on the new infrastructure and customer demand as the starting point.
Boston Consulting Group (BCG) believes that open banking is the only way to digital transformation of commercial banks, and is the strategic commanding point to build first-class banks in the future. It is not a simple product or technological transformation, but a comprehensive transformation and digital reconstruction from ecological layout to digital operation and even technology enabling, including comprehensive changes in the front, middle and back office, which is the reconstruction of the overall value chain and business model of banks.
Open banking means openness, sharing and ecology. On the one hand, the bank should follow the "customer-centric" strategy from the top-level design and carry out ecological layout and technology upgrade around customer needs. On the other hand, it should promote the cross-department and cross-channel coordination mechanism from the operational strategy, and bring omnipresent and omnipresent service experience to customers through invigorating data. The goal of invigorating data is to operate customers digitally, that is, to use big data to drive customer insight and operation strategy, and to achieve accurate and personalized customer operation through indexing.
How do banks break through the transformation? Intelligent cloud customer service becomes the new breaking point
The ultimate purpose of the digital transformation of banks is to meet customer needs, that is, to connect customers, understand customers, reach customers and meet their needs through multidimensional data operation, so as to increase customer satisfaction and improve marketing performance. Among them, the digitalization and intellectualization of the customer service center is particularly important, because the customer service center is a bridge connecting banks and customers, and can grasp the most real data of customers and effectively reflect the needs of customers. In the past, due to the organizational structure barriers and technical barriers of banks, a large number of customer service data could not be shared or connected, could not be transferred, and could not be used in depth. Once its value is mined, huge energy will be released. For example, by opening up the knowledge base of the background and building the golden skills of the customer service center, the customer service can not only answer customer questions, but also explore potential problems. Not only can understand the direct needs of customers, but also can dig out the deeper business needs of customers. For banks, it is a trend and an inevitability to make efficient use of customer service data by building customer interaction hubs.
Customer Interaction Hub (CEH) is a kind of customer interaction platform proposed by Gartner. It can unify the data of different systems and different ports into a central customer archive. Enterprises can carry out necessary operations and interactions according to the speed of customers. It is not only an architectural framework and system integration, but more importantly, it can activate the data, form an interaction mechanism, build the consistency of customer experience, and enhance the driving force of customer business. The tentacles of CEH are widely distributed. With the implementation of the Internet of Things, cloud computing and other application scenarios, customer service data can be connected and connected with data from different channels. Through the integrated analysis of these data, the user portrait can be obtained more accurately and the needs of users can be grasped more accurately.
In recent years, the explosion of big data, artificial intelligence, cloud computing, Internet of Things, 5G and other technologies has promoted the intelligent customer service center and provided conditions for enterprises to establish CEH. In the past, banks were "customer-centric" and divided customers into simple categories, such as public or private, VIP and ordinary customers. CEH intelligent engine based on intelligent cloud customer service can conduct multidimensional analysis of customers' online and offline purchasing behavior data and customer service data, and obtain more refined and precise customer classification. Then, through the multi-channel and multi-platform interaction effect of CEH center, the corresponding customer service or marketing services can be carried out, which can transform passivity into initiative, truly transform customer service data into productivity, and the customer service center will become a value-added center from a cost center.
Principle of CEH engine based on intelligent customer service
Of course, CEH does not rely on the independent operation of a technology manufacturer or a business unit. It requires multi-party long-term cooperation across channels, departments and industries, which is also an inevitable requirement for building an open bank. Only through long-term cooperation to form a communication and integration mechanism, and continuous optimization and improvement, to ensure that customer service data play its due value. In the process of promoting the implementation of digitalization, banks must establish a reasonable and effective index system around the customer service center, link digital construction with business, and constantly find and solve problems through indexing support operation, so as to create a long-term and stable CEH ecology.
From ecological layout to scene landing: How to empower the bank with intelligent cloud customer service
After nearly 20 years of accumulation and exploration, Newsbird software, relying on digital operation CEH platform and APaaS² business center, has created an ecological service solution integrating operation, management and marketing -- Newsbird intelligent cloud customer service, which has brought effective solutions for banks to promote digitalization.
Inbird intelligent cloud customer service is a platform and a set of systems. It breaks through the multidimensional data system horizontally, deepens the multi-digital operation vertically, forms systematic organizational cooperation internally, and establishes interface resource cooperation externally. Based on this, it carries out in-depth data analysis on customers, develops personalized and intelligent business and interaction strategies, and helps enterprises reduce cost and increase efficiency and improve marketing. Moreover, the intelligent cloud customer service can effectively sink the technology and solution into all links of the call center operation with low cost SIP and pure soft mode. Infobird intelligent cloud customer service mainly from the following three aspects to promote the digital upgrade of the customer service center:
First, in-depth scene, full contact efficient promotion of operation. Aiming at the problems of high customer service cost and multiple return visit scenarios, the omni-channel call center built by Enbird software can access all contact points, such as telephone, wechat, Weibo, website, email, SMS, video, H5, mini program, etc., and connect with offline services to optimize the service through integrated customer experience. The customer service mode supports human-computer interaction and omni-channel intelligent robots. No matter ordinary reception, VIP reception, deposit and loan business or financial management business, it can achieve all-touch access and reach, and achieve omni-channel identification and automatic operation of service marketing.
Second, continuous optimization and all-round improvement of customer service quality. Inbird intelligent cloud customer service can penetrate into every scene and stage before, during and after service, and deeply penetrate into customer service interaction. Through intelligent voice technology, voice analysis, voice print recognition, etc., it helps enterprises quickly train agents from labor intensive to knowledge intensive, and improve customer experience. Such as intelligent quality inspection, intelligent training and other functions, through data aggregation, analysis and mining, strengthen risk control, improve monitoring efficiency, optimize services and products.
Third, activate data, multi-level strategy to promote marketing. Based on the digital operation CEH platform and APaaS² business center, intelligentized cloud customer service can achieve a comprehensive understanding of customer journey through multi-channel and multi-system data analysis and multi-scene application of intelligent technology, so as to promote the marketing process with strategies, provide proactive services with insight into customer needs, and realize personalized marketing and omni-channel cross-marketing. Combined with knowledge graph and artificial intelligence algorithm, intelligent customized optimal solutions help enterprises to obtain more marketing opportunities.
At present, Infobird software has successfully helped several financial institutions build customer interaction hubs based on intelligent cloud customer service, realizing digital upgrade and business growth. The intelligent marketing system established by Enbird Software for a bank integrates the innovative technology of artificial intelligence and customer interaction hub (CEH), making the whole system complete the intelligent, personalized and collaborative operation and marketing services, and effectively improving the operation efficiency and business effectiveness of the bank.
As the pandemic continues to spread across the globe, the need for digital transformation in the banking sector will become stronger and stronger. As a domestic intelligent customer service solution provider with more than 50 self-developed technology patents, Infobird Software will continue to exert its technological and resource advantages to contribute to building an open bank and accelerate the digital transformation of the financial industry in the future.
