To build a smart bank with a financial electric dealer

Wuhan, large economy, financial institutions, financial services and the homogenization of serious. How do commercial banks rush out of the competition?

In recent years, the Agricultural Bank of Hubei branch to grasp the market trends, and constantly innovate electronic banking products and services, boldly break through the business development model, to become the digital era of "financial power", the electronic banking business into the department "to promote business innovation, improve quality management, promote strategic transformation" important engine.

Strengthen market docking to build intelligent products

Hubei Branch Business Department realized that to seize the customer must first in the service channel to do a step ahead, the current mobile phone, network and other electronic channels have become a lot of customers to finance, shopping, therefore, only the continuous development and application of new technology products to meet the needs of customers in this respect, in order to occupy the first opportunity in the competition. To this end, the department has strengthened the scientific and technological innovation of the market segments, with the electronic banking channel product innovation to promote the comprehensive benefits. In the first quarter, the Ministry of Electronic banking revenue accounted for 20.8% of the province's share of Agricultural Bank, the use of electronic banking products and services platform accumulated capital of 1.2 billion yuan, increase electronic bank customers 387700, including mobile banking, transfer telephone, corporate telephone bank customers increased by more than 200% per cent year-on-year.

Research and innovation, preempt the first advantage. In order to accelerate the development of e-commerce market in enterprises, in July 2012, agricultural headquarters began to promote E-commerce sales in the full range of payment platform. Sales department in the headquarters of the sale of payment platform based on the combination of local conditions, innovation launched the "Business Butler" E-commerce platform. This product not only realizes the enterprise before, in and after the penetration of information flow sharing, to the maximum convenience of the enterprise at all levels of unified and coordinated operation, but also to achieve from the traditional settlement services to "platform, finance, data," the trinity of the supply chain financial Services model transformation, enhance customer loyalty, enhance the ability to collect funds. Promotion of six months, the department has signed a standard version of customers 52, officially online 45, a group of customized version of customers to complete the contract, successfully led more than 800 downstream customers to complete transfer transactions, the transaction amount of 900 million yuan, locked on the public deposit of 220 million yuan.

Optimize innovation and make regional features. Wuhan is the largest commercial and logistics distribution center in central China, in order to comply with the local market financial needs, the sales department has participated in the development of logistics banks, telephone wallet business Qualcomm, Xun collection and other characteristics of products, and constantly optimize the upgrade according to customer needs, so that it becomes a market-grabbing product. Up to now, the department's telephone wallet accumulated trading pen number of 650,000, the transaction amount of 3.5 billion yuan, lock the various deposits of 350 million yuan, the issuance of exclusive logistics joint card 4000, lock the deposit of 260 million yuan, through the lock on the public deposit 150 million yuan.

Integrate innovation and enhance business coverage. The business department breaks the traditional bank's geographical limit and space restriction, actively develops the online system, combines the traditional financial business with the emerging electronic commerce, integrates the offline and the online business, realizes the 7x24-hour unlimited capital flow and transaction, and greatly enhances the bank's stickiness strength and business coverage to customers. In addition, the sales department led the development of the farm product Exchange market Project integrated institutional products silver business, in the traditional products to join the E-commerce model, expanding the value chain of the bank.

Strengthen backstage support to build intelligent marketing

Sales department set up an electronic banking personnel based on the trans-departmental electronic banking products Direct sales team, the background research and development and support staff to the market, to the grassroots marketing line, the technical advantages into innovative advantages, marketing advantages and service advantages.

Serve the grassroots, build marketing platform. Direct sales team in the operation of the active "grounding gas" for the grassroots to provide personal services. One is to provide intellectual support to participate in marketing. Grass-roots line for market demand, after the direct sales team to follow up, and with the grassroots to jointly develop, research and design products, direct sales team will also provide for the branch and customer demonstrations, installation, maintenance and other door-to-door services, direct participation in customer marketing. Through this mode, the department has contracted 45 corporate clients, 40 high-end customers, locking deposits near 600 million yuan. Second, the promotion of model projects to promote marketing. Through the training of industry model customers, increase the investment of typical customers, the use of internal distributors of the General Assembly, industry conferences and other opportunities to assist model enterprises in the industry to promote the promotion and other measures to achieve the silver business model of self replication effect, improve marketing efficiency.

Bank and Enterprise interconnection, to create a platform for financial wisdom. The Department of Electronic Banking marketing team is not blunt marketing products, but focus on the value of the creation of enterprises, to provide enterprises with financial services, truly a team to solve most of the business management process problems. For example, by means of technology, the Department combines bank payment settlement with Enterprise management, the bank's electronic payment and other settlement payment means and enterprise Invoicing system match, for customers to cast modern enterprise management model, optimize the enterprise capital chain, sales chain and management system, for enterprises to save human costs and financial costs. Another effect of this kind of service is that the bank obtains the enterprise source of funds, the direction and the operating data through the financial platform and the product, but also obtains the low cost fund, the emerging intermediary business income and the high quality credit asset, has promoted the management quality effectively.

Alliances, build technology platform. At the vertical level, the department relies on the policy, resources and technical support provided by the Superior bank, which has introduced more than 10 external customer applications, such as ATM self-service deposit function, Land Center Fund bidding Online Trading system, head Office transfer telephone trading system, business Butler Electronic commerce transaction system, and Housing pre-sale fund supervision system, etc. Provide necessary technical support for the marketing of front desk customers. At the horizontal level, the sales Department actively cooperates with the third party, and through the cooperation with the third party payment company to realize the interbank settlement, breaking the trade barriers; through the cooperation with the third party operation and maintenance company, the part of service and marketing maintain outsourcing, overcome the contradiction between the expansion of customer size and the shortage of after-sales service resources Through cooperation with the third party science and Technology Development company, through "extended" to improve product, system development efficiency, breakthrough technical barriers.

Strengthen mechanism drive to build intelligent management

Training to promote, tapping potential human resources. The department's electronic Banking department conducts regular business learning meetings, "brainstorming seminar, and through the conduct of business patrol, and other ways to improve the full line of electronic banking awareness; encourage the branch to send people to participate in the direct sales team, through the actual project to enable team members to master the basic characteristics of agricultural Bank and internal electronic banking products and marketing methods, make it become "Financial and Electronic Business" service experts.

Mechanism drive, stimulate marketing vigor. In the examination, the electronic channel transaction volume into the key assessment index system, to integrate it work into the comprehensive evaluation Index system; In the resource allocation, the electronic bank each kind of business subdivision new households, the effective household, and separately to be priced; In the marketing process, in the part of the customer resources of the branch pilot "leader" direct E-commerce project, From the public and the private two in charge of the president directly with, shorten the project marketing process of organization, decision-making and implementation chain, improve marketing level and efficiency.

Management drive, improve fine level. Sales department set up a marketing catalogue for 1044 Target customers locked in the public client database, according to the upstream and downstream relationship, industry nature Division 12 major Industries, customer demand as the center, the design of bank-enterprise cooperation template, the final contract success rate of more than 90%; The department also independently developed the electronic banking customer relationship management system, Covers the personal net silver customer, the Enterprise net silver customer, the transfer telephone customer and the telephone purse merchant four parts, has realized the electronic Bank customer maintenance standardization and the institutionalization. At the same time, in order to strengthen the daily management of Self-Service bank, the department optimizes the layout of the branch, so that the whole line of self-service equipment to maintain efficient operation, the efficiency continues to improve, equipment per unit yield level continued to maintain a rise. By the end of March, the department's self-service equipment triage rate reached 53.88%, ranked third in 20 sales offices nationwide. The main channel position of electronic bank in the whole business operation is further improved, and the scientific and Technological Wisdom Bank has its embryonic form.

Revelation and thinking

Business philosophy to innovate. At present, banks should recognize the connotation and extension of electronic banking business, the electronic banking business should become the payment platform of "intermediary" and "financial service" of electronic sales of the whole bank; through technological innovation and business model innovation, the future banking mode will break the gap between payment, settlement and financing business, Realize the trinity of information flow, capital flow and logistics.

Product research and development to innovate. The basic line should aim at the rise of e-commerce, create all-round and multi-channel electronic payment integrated service platform function; In view of mobile communication technological innovation, vigorously expand mobile payment products, combine with 3G technology, with the help of Third-party payment company's power, innovate to explore the application of mobile commerce.

Marketing model to innovate. To provide financial services around customer needs and expand the value chain of banks. The establishment of a full line of integrated marketing concept and large marketing mechanism, clear customer classification and centralized marketing responsibilities, the formation of resource sharing, complementary advantages, marketing linkage, mutual benefit and win the integrated marketing pattern.