The hottest smart customer in the credit card cent

2022-08-24
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Credit Card Center of China Minsheng Bank Co., Ltd.: case review of intelligent customer contact system

the vigorous development of artificial intelligence has changed the traditional business model of commercial banks, reduced the operating costs of banks, improved the level of risk management, and reshaped the organizational structure and competitive pattern of the banking industry. In May 2017, the people's Bank of China announced the establishment of the financial technology committee, which clearly proposed the use of information technology, including artificial intelligence, to enrich regulatory means and improve risk screening, prevention and resolution capabilities. In July of the same year, the State Council formally proposed the development of Intelligent Finance in the "development plan for a new generation of artificial intelligence", requiring the innovation of new intelligent financial products and services and the development of new financial formats. Subsequently, the "three year action plan for promoting the development of the new generation of artificial intelligence industry (year)" issued by the Ministry of industry and information technology also proposed to actively promote the integrated application of intelligent products in the financial field. In October, 2018, the people's Bank of China issued the financial industry standard specification of voiceprint recognition technology, which is the first time that the central bank issued a financial industry standard for a specific AI technology. In December of the same year, the central bank, the development and Reform Commission, the Ministry of science and technology and other six ministries and commissions jointly issued and automatically completed the notice on carrying out pilot work of financial technology application, and launched financial technology pilot projects in 10 provinces and cities across the country to explore the application of new generation information technology such as artificial intelligence and improve the quality and efficiency of financial services. In August, 2019, the people's Bank of China officially issued the financial technology development plan (2019-2021), which aims to further enhance the technology application capacity of the financial industry, realize the deep integration and coordinated development of Finance and technology, improve people's satisfaction with digital, networked and intelligent financial products and services, and promote the development of China's financial technology to be at the international leading level. Indeed, the government and regulatory authorities support the introduction of relevant policies on the application of AI in the financial industry, creating a good environment for the innovation and development of AI in China's banking and other financial industries

1. Background analysis

artificial intelligence has been widely used in the financial industry in recent years, and has had a profound impact on social and economic development. As the fastest-growing industry in the application of artificial intelligence, the banking industry has a large number of customers and data, which provides a solid and reliable foundation for the data analysis and modeling of artificial intelligence. Artificial intelligence not only brings technology to commercial banks, but also has a great impact on the traditional banking business model and business philosophy

first, effectively reduce operating costs and improve the efficiency of financial services. Financial technology and Internet finance have reduced the dependence of banking customers on people. However, the stylized and structured one-way communication makes the banking industry not only reduce costs, but also lose the opportunity to create more financial value, reducing the customer acquisition capacity of financial services such as banks. With the growing maturity of artificial intelligence technology, intelligent technology has been widely used in commercial banks, such as robot customer service and patrol robots in core areas, which can provide round the clock interactive services. These technologies can optimize the bank's business processes, improve service efficiency and reduce operating costs

second, improve the ability of risk management and control, and measure and evaluate risks accurately and scientifically. Risk management is the essence of finance, and the core of financial business is risk control. Commercial banks use artificial intelligence technology to strengthen the level of risk management and improve the accuracy and sensitivity of risk evaluation. Establish risk control model through artificial intelligence technology, constantly update the level of risk control of enterprises and individuals, and effectively improve the ability of financial prevention. With the help of machine learning technology, banks can monitor the borrowers' repayment ability in real time and dynamically to reduce the losses caused by bad debts. Using artificial intelligence technology, banks can improve customer service level and improve customer satisfaction. For example, the application of AI to big data analysis can give customers who lack credit records access to services, thereby improving the inclusiveness and inclusiveness of financial services. Especially for small and medium-sized enterprises with real financing needs, artificial intelligence technology is used to obtain the actual business status, profitability and credit status of the enterprise through data mining and analysis, so as to dig deep into high-quality customers and provide decision-making services for bank customer loans

the third is to change the internal management of the bank and improve and optimize the organizational structure. The great development and application of artificial intelligence has promoted the internal management of the banking industry to be more standardized and scientific. Intelligent machines will make more and more operational jobs replaced by artificial intelligence. This will improve the organizational structure of commercial banks, optimize the human structure of commercial banks, improve the level of bank management, and gradually transform the bank management system from vertical to flat, thus promoting the reform of its internal structure

fourth, promote the intelligent financial transformation of the banking industry and change the competitive pattern of banks. At present, more and more commercial banks take AI as the strategic core of transformation and upgrading, which is the inevitable direction of bank transformation and the key to reshaping the core competitiveness of banks. Around the core competition, banks will further improve the intelligent level of the industry and make in-depth changes in the competition mode, which will inevitably change the competition pattern among banks

at present, the application scenarios of artificial intelligence in the financial field include the following aspects: first, smart banks and smart points, such as the existing unmanned banks; The second is intelligent approval. Credit evaluation is carried out through intelligent algorithm, and the audit is completed by the system instead of manually, so as to realize real-time business processing, which greatly improves the timeliness of approval; Third, intelligent investment advisers recommend investment and wealth management products through intelligent algorithms to replace manual investment advisers. Fourth, intelligent investment research. Through artificial intelligence, it can automatically process and analyze the data, events, conclusions and other information of the financial market, and provide investment research assistance for the employees of financial institutions, so as to improve work efficiency and analysis ability. Fifth, intelligent payment, including face brushing withdrawal, voiceprint withdrawal, face brushing payment and other innovative payment methods. Sixth, intelligent management and supervision. On the one hand, financial institutions apply AI technology to comprehensively analyze and evaluate all aspects of users' data, so as to realize the pre -, in - and post transaction management and control of transaction risks. At the same time, financial regulators apply AI technology to improve supervision ability and supervision efficiency; Seventh, intelligent marketing and customer service, through artificial intelligence technology to provide customers with personalized and flexible two-way services, predict user behavior, recommend service products, so as to enhance the accuracy of marketing and customer acquisition

China Minsheng Bank Credit Card Center, based on the brand positioning of trust, aims to understand customers, takes customer experience as the core, takes the traditional customer contact channel of the credit card industry as the breakthrough, actively applies artificial intelligence and big data technology, combined with business risk control and customer information security management, to create a credible and safe intelligent customer contact system

2. Case innovation features and highlights

the smart customer contact system of Minsheng Bank Credit Card Center, escorted by the big data platform and risk control decision-making platform of the card center, gives full play to the powerful interaction ability of the smart contact platform, provides the ultimate customer experience, and effectively controls the customer contact cost, which can be said to be a singularity in the construction of a digital Credit Card Center. On the one hand, with the help of this system, the credit card center of Minsheng Bank makes every effort to respond to customers' needs when they need it most; On the other hand, Minsheng Bank Credit Card Center has always adhered to the endless pursuit of intelligence, constantly optimizing the interaction scenes with customers, improving the interaction experience, and creating a one-stop service. The smart customer contact system has covered the whole life cycle of customers' cards, which can make the service more personalized at the front end, support various business scenarios such as stock customer management and precision marketing, intelligently manage and tap the value of existing customers, and quickly expand potential new customers; And use intelligent technologies such as speech recognition, natural semantic understanding, intention analysis, machine learning to improve customer experience and success rate; In the middle end, it can support decisions in various financial transactions and analysis, making decisions more intelligent; It is used for risk identification and prevention and control at the back end to make management more refined

the smart customer contact system created by the credit card center of Minsheng Bank uses the intelligent voice outbound platform as the channel to reach customers, and takes the big data platform and intelligent risk control decision-making platform as the supporting model, changing the traditional business model of customer acquisition in the credit card industry. In 2018, the net income and profit of Minsheng credit card ranked first in the bank, with a cumulative issuance of more than 10 million cards. This set of intelligent customer contact system effectively assisted online and offline issuance. Relying on this system, the credit card center of Minsheng Bank cancelled the establishment of a large number of local marketing personnel in branches across the country, saving a lot of human costs; At the same time, it also greatly improves the production capacity of the existing marketing team. Using the high intention and accurate customer list screened by the intelligent customer contact system, the operation efficiency of the marketing team is very high, and the success rate is also greatly increased

with the rapid development of the technology and business level of the credit card center of Minsheng Bank, the application for card issuance has become the main issuing mode. After big data statistical analysis, it is found that the average number of customers who have successfully approved the card issuance each day accounts for only about 20% of the number of customers who applied for the card on that day. Therefore, the card center uses big data technology to capture the leaking customer information, mainly by embedding points in the input field of the application system to capture the customer information that has not completed the user information registration, and establishes portrait labels for these customers through real-time big data flow calculation technology and data mining model. At the same time, in combination with pre loan credit risk control, nearly 60 third-party data with an experimental speed of 100mm/min, including the people's Bank of China, equipment fingerprints, shared fraud blacklist, etc., are used as credit basis for incoming decision-making for approval decision-making, and incomplete users who meet the credit qualification are screened out. Finally, reach these customers through the intelligent voice outbound platform, start directly from the customer's interrupt node, and use voice recognition, natural semantic understanding and other technologies to conduct human-computer interaction, answer questions, and provide personalized guidance and recommendation; When processing the filling of the customer's home address and unit address, the national precise geographical location and corresponding voice adaptation function in the intelligent contact system are used to realize the accurate recognition of the intelligent robot, complete the information registration, and verify the information including the customer's name, contact information and so on through H5 page or SMS to ensure the accuracy of the information, so as to help the customer supplement and improve the information required for card handling and complete the card application. Even if this method is adopted, some customers will still interrupt the interaction for various reasons. The intelligent customer contact system will timely arouse the telemarketing team to manually follow up through bilateral calls, and strive to complete the conversion of intended customers into real customers in a single Interaction scenario

3. Case analysis

the intelligent customer contact system has brought the innovation of the customer acquisition business model of the credit card center of Minsheng Bank, and has greatly improved the development of the customer acquisition business of Minsheng Bank's credit card. The effect of online application and e-marketing channels and offline marketing teams' daily successful approval of card issuance has increased by 35%. Among them, the e-commerce card issuing team has been downsized by nearly 100 people, and the local promotion teams of all marketing centers across the country have been downsized by hundreds

(I) one stop service fully benefits credit card customers

in the card activation business scenario, the traditional waiting for customers to actively activate, or a single

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