Technology empowers finance and Ping An’s credit card innovation “transforms”
As “Internet +” surges into the financial field, traditional banks have also ushered in historic opportunities for innovative development, and financial technology It is becoming a key layout target for the transformation and upgrading of major banks, and Ping An Bank (9.840, -0.12, -1.20%) is no exception. Since 2017, Ping An Bank has built a two-wheel drive strategy of "finance + technology" to promote the bank's retail transformation.
As the "vanguard" of Ping An Bank's strategy, Ping An Credit Card is also actively exploring smart technology, applying cutting-edge technologies such as artificial intelligence, big data, and cloud computing to customer operations, channel management, and customer services. , risk management and other business areas.
At present, Ping An Bank’s credit card center’s layout in the field of intelligent technology has fully penetrated into all business levels to achieve the goals of improving efficiency, reducing costs, controlling risks, and improving experience. Through smart technological innovation, Ping An Credit Card has benefited 45 million cardholders, and the number of financial transactions exceeds 1 billion every year.
"Technology has become a new engine and profit growth point for traditional enterprises." Li Weidong, marketing director of Ping An Bank's Credit Card Center, said that using cutting-edge financial technology to empower traditional credit card business can greatly enhance users, enterprises and value of the entire industry.
Retail Transformation: Technology Integration Business
In recent years, my country's consumer finance market has maintained rapid growth, and Internet consumer finance is particularly prominent. An iResearch report shows that from 2013 to 2016, the scale of my country’s Internet consumer financial transactions achieved an explosive growth of 70 times, with a compound annual growth rate of 317%. The growth of consumer finance has also opened up a new starting point for the traditional banking industry that is undergoing the transformation of retail business, and promoted the development of credit card business in the bank's retail field.
Against this background, Ping An Bank proposed a "finance + technology" two-wheel drive strategy in 2017, gradually implemented the "finance + ecology" strategy, and used big data and artificial intelligence to accelerate the transformation of its retail business. Achieve deep integration of technology and business. Let the strategy of "technology empowers finance, technology empowers ecology, and ecology empower finance" be implemented in the business, that is, use technological means to make the core financial business develop better and be more competitive; use technological means to empower the ecology; After the ecosystem is established, the ecosystem will then empower finance.
This means that technology has become the key for Ping An Bank to connect finance and ecology. Ping An Credit Card is also using technology to empower retail transformation under the group's strategic goal. For example, relying on the new Pocket Bank APP platform, Ping An Credit Card has built a "one-click service" function. Users can implement one-click card application, borrowing, inquiry, repayment and other functions on the APP. It also adds one-click flight delay claims. , one-click call for roadside assistance, financial management insurance and other comprehensive financial services.
Li Weidong said that the entire financial industry is currently experiencing a wave of technological revolution represented by big data and artificial intelligence. Only by embracing cutting-edge technology, optimizing customer experience, improving efficiency, and reducing costs, so as to change and subvert themselves, can banks survive in the tide of financial technology. "The same is true for credit cards." Li Weidong said that in terms of business model, the integration of technology and bank operation and management has become closer, and Internet thinking has begun to penetrate into all aspects of customer acquisition, payment, services, etc., and the concept and operating model of the entire industry have changed. Carrying out comprehensive innovation.
Laying out intelligence: Forging the ultimate experience
In order to achieve the group’s strategic goal of retail transformation, Ping An Credit Card has also begun a comprehensive layout in the field of intelligent technology.
Take the intelligent approval robot (16.300,-0.15,-0.91%) as an example. As the industry's first approval model, Ping An Credit Card's approval team uses machine learning algorithms and customer risk preference models, combined with AI face recognition technology and a massive question bank, to create exclusive interactive scenarios for each customer and obtain approval conclusions in real time. At the same time, in order to optimize the customer's card application experience, we broke through the traditional single mode of contacting customers by phone for verification, allowing customers to actively participate in the credit card approval process and verify through the Pocket Bank APP anytime and anywhere to meet their needs for quick card application.
In terms of AI customer service, Ping An Credit Card has improved its intelligent service platform and created new service scenarios through omni-channel rapid access, multimedia intelligent professional services, and one-stop humanized user experience. Through deep learning algorithms based on semantic understanding and natural language core algorithm upgrades, the robots are trained to learn independently and intelligently identify customers' true intentions. At the same time, the robots use multiple functions such as text and voice to realize online and intelligent services, and provide services anytime and anywhere. Customers create a "fast, easy and good" 24-hour ultimate service experience.
In terms of intelligent speech recognition, Ping An Credit Card took the lead in introducing AI voice robots into credit card business scenarios. Relying on Ping An Technology’s deep technical accumulation in speech recognition, semantic understanding, speech synthesis and other fields, it developed online voice robots. The robot can accurately understand the customer's intention and respond quickly.
In their daily use of cards, customers can use intelligent voice robots to complete many business scenarios such as account processing, card use services, and credit card applications, achieving more efficient and smarter high-quality real-time voice phone services.
In addition to providing users with a smart and convenient user experience, Ping An Credit Card has also done its homework in intelligent anti-fraud. Through millisecond-level responses to the moment when customers swipe their cards, the intelligent anti-fraud system can calculate a large number of scoring models and fraud rules in real time to achieve real-time scoring of risky transactions, thereby accurately intercepting fraudulent transactions and ensuring the safety of customer assets.
It is reported that the intelligent anti-fraud system of Ping An Credit Card controls the decision-making of each transaction within 50 milliseconds, accurately intercepting fraudulent transactions without having any impact on the customer's card use experience. Up to now, the intelligent anti-fraud system has served more than 45 million cardholders and protected more than 1 billion financial transactions every year.
Philosophy of "Understanding You": Innovation as "People"
In its founding year, Ping An Group proposed the annual theme of "Thirty, Understand You Better".
< p>" On the one hand, 'Know You Better' points out the group's desire to communicate with consumers and strive to provide consumers with quality experiences; on the other hand, 'Know You Better' also points out the group's ability to anticipate Judge the evolving needs of consumers and launch innovative business forms that keep pace with the times. "Ping An Bank said.Ping An Credit Card is also deploying financial technology and interpreting the philosophy of "understanding you" by providing comprehensive services to consumers. How to deeply understand the true inner needs of each customer , feelings and even emotions, thereby providing them with personalized, customized and refined financial services, injecting humanistic care for customers into the innovation driving force of financial technology, and ultimately achieving a better understanding of what customers think and need. The ultimate goal is that Ping An Credit Card hopes to continue to improve this problem through the mining of massive data (21.250, -0.12, -0.56%) and the study of cutting-edge technologies.
For example, through big data analysis and artificial intelligence, Ping An Credit Card hopes to continue to improve this problem. The credit card accurately profiles the characteristics of overseas high-end consumer groups and labels each customer's transaction behavior. Based on big data and accurate portraits, Ping An Credit Card can provide a series of scenario services based on customer needs, including securities, financial management, etc. The one-stop comprehensive financial service within the platform introduces the resources and advantages of the platform into a full range of services for customers through the entrance of credit cards.
“Data is ultimately human data, and technology is always warm. Technology, this is the value of technology. The essence and goal of innovation is to make users experience faster, easier and better services. "Li Weidong said that Ping An Credit Card will continue to explore financial innovation models, embrace Internet technology with an open mind, provide users with personalized and all-round innovative services, and become a financial partner that "understands you".