How to lock in five types of customer groups

"The credit card (debit card) market is becoming increasingly mature, and it is an inevitable trend to enter the era of refined operations. Based on in-depth insights into the needs of segmented groups, Improving the personalized card-using experience for segmented groups is the key to improving the core competitiveness of card-issuing banks," Guo Danghuai told a reporter from the 21st Century Business Herald. In terms of target customer group selection, China CITIC Bank Credit Card (debit card) focuses on five major groups of people as its core development targets, including: high-end elites, business travelers, urban white-collar workers, attractive women, and emerging networks.

Experts said that the cumulative number of credit cards (debit cards) issued by China CITIC Bank has exceeded 60 million. Among them, "many businesses can be done around customer groups", starting from the diverse needs of different customer groups, carrying out active business activities around the customer life cycle, and launching products and services suitable for various groups of people. In addition, with the continuous development of mobile devices, it is also necessary to continuously optimize customer experience through the convenience of mobile terminals.

Credit cards (debit cards) must build a core ecosystem in depth. Guo Danghuai said that CITIC Bank’s credit cards (debit cards) are building three major ecosystems, including a “lifestyle consumption ecosystem” that focuses on shopping and supermarkets, entertainment, home consumption and other life scenes, as well as a “lifestyle consumption ecosystem” that focuses on career development, business travel, The "workplace business ecosystem" for work scenarios such as professional social networking, and the "comprehensive financial ecosystem" for financial scenarios such as consumer finance and personal finance. "For example, China CITIC Bank's credit cards (debit cards) have more than 6.5 million business travel cardholders across the country, and are leading the Asia-Pacific in terms of product types and number of cards issued. In the future, we will integrate our superior resources and integrate financial rights and interests into the way of business travel. and process, to accumulate business experience among business travelers in order to copy it to more target customer groups.”

The credit card (debit card) business needs to be transformed in terms of innovation, Guo Danghuai revealed that China CITIC Bank’s The idea is that the Card Center promotes the iterative upgrade of the credit card (debit card) APP "Mobile Card Space" and "gradually shifts from product development to user development, from extension repair to iterative innovation, from function development to scenario development, and from platform development to platform development. strategic transformation”.

Core competitiveness and risk control technology model

“Highly integrate big data, artificial intelligence (AI) and finance, and enhance credit consumption and comprehensive service capabilities through intelligent transformation, and improve Customer experience will be the core of establishing differentiated competitiveness of credit cards (debit cards)," Guo Danghuai believes. "CITIC Bank's credit card (debit card) center is undergoing intelligent transformation, building a machine learning platform based on AI technology, and using big data to carry out retail precision marketing."

This is reflected in two aspects. First, in terms of business management, the establishment of a label system. For example, the comprehensive and accurate identification of customer portraits and the online application of the customer intelligence analysis and mining platform have lowered the threshold for data analysis and data mining. Business personnel can run data modeling independently, achieving a 14-fold improvement in the analysis efficiency of the card center business department. . Second, in terms of risk control, we build a risk segmentation system based on intelligent risk warning and real-time online multi-dimensional analysis to achieve millisecond-level real-time risk prevention and control capabilities, and build a complex relationship network model based on graph computing technology to improve customer relationship evaluation. , assisting in application fraud risk interception.

In recent years, the outstanding balance of credit cards (debit cards) has increased rapidly, the non-performing rate has also increased, and the overdue scale of credit card (debit card) business of some banks has begun to increase.

Data from the central bank show that China CITIC Bank’s credit card (debit card) non-performing rate is well controlled, and the asset quality of its credit card (debit card) ranks among the best among domestic banks.

"We improve the efficiency of asset management through technological innovation and big data." Guo Danghuai said, for example, the Card Center has cooperated with Shenzhen Futian Court to carry out the "Smart Court" project to promote the disposal of non-performing assets. In terms of restoration, by improving the application effect of big data and repairing and improving customer information, the efficiency of asset collection has been improved.

In addition, in terms of credit card (debit card) business risk management, China CITIC Bank Credit Card (debit card) Center has established a complete pre-loan, loan, and post-loan information processing system to realize all aspects of pre-loan, loan, and post-loan information. Accurately, timely and continuously measure, monitor, control and summarize the risk management status.

With the development of the online business model of credit cards (debit cards), there is a need for supporting upgrades in the application of new online risk management technologies. Guo Danghuai said that CITIC Bank has introduced identity recognition and authentication technology, including face recognition, iris recognition, biometric code recognition, voiceprint recognition, as well as smart identity verification for approval and smart loan transaction confirmation in every scene. , post-loan intelligent collection and other technologies to improve the intelligence of risk control.