1. Project background
With the refined operation of various banking businesses, business activities are gradually changing from batch to interactive, personalized and scene. More and more banks are using data to build their own precise marketing channels and scenarios. Under this trend, the retail department of a bank hopes to break through the current situation as soon as possible and establish a digital solution to cope with competition and customer loss.
2. Pain point analysis
The retail department of banks now faces two major problems, one is from customers and the other is from competitors.
Customers' expectations of banks have changed. They hope that banks can realize customized services and improve the cooperation, convenience, consistency and controllability of services.
At the same time, competitors are actively using digital innovation to redefine value creation in order to better meet neglected or unsatisfied customer needs. This has led to the phenomenon that different banks in the same area use digital technology to seize local customers.
In addition, the executives in the retail department of banks know little about digital intelligence, lack the knowledge of how to realize the transformation of digital intelligence in banks, and even do nothing. Even if they spend a lot of money, they have not achieved the expected results.
Step 3: Solution
Faced with these problems and challenges, the Bank and Guo Yun Data have customized their own development solutions for the retail department of the Bank.
Step 1: Through a comprehensive survey of banks, Guo Yun Data helps them build six maps of strategy, business, demand, application, algorithm and data, thus helping them find the crux of the problem.
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Step 2: After determining the strategic map, turn the strategy into 20 things that can be executed. Doing these 20 things well means that the transformation is basically successful, which gives the business department a clear sense of purpose.
(1) Building a new digital retail center. Open up personal funds, mutual funds, CRM, data warehouse and external purchase of tripartite data, government data and internet data;
(2)? Establish new retail users, establish data asset pools such as products and outlets, and establish new retail data organizations to realize self-help analysis and promotion of data, greatly improve operational efficiency, and make data visible and useful.
(3)? Establish a data-driven operation system;
Refined operation: user grouping; Portraits of key customers: different operating strategies and methods of different customers such as middle-aged and elderly people, commercial loans, parents and children;
Stock operation: Payslip user contribution increased. Make user portraits for salary card users and intelligently cross-sell.
(4)? Product recommendation: Establish a hierarchical and differentiated marketing service system for customers, and locate and focus on key strategic customers.
(5)? Improve customer service ability, realize value enhancement through in-depth operation, improve the ability to save lost customers, and establish an efficient customer loss early warning system by using big data technology to realize early warning, prompting, urging early recovery and automatic recovery.
(6)? Create customer portraits. Establish Netease loan customer model and risk model, and automatically and intelligently screen the white list of personal loan customers.
(7)? Establish a customer fission system. By recommending customers to achieve high-quality fission of customers, draw the portrait of the main customer and the relationship chain of the main customer, realize one-click recommendation, and recommend prizes;
(8)? Establish a competitive intelligence system. Monitor the dynamics of competitors and competing products in real time, help more reasonable and real-time pricing and price adjustment, formulate marketing strategies, adjust explosive products and recommend product combinations;
(9)? Financial users. Expand the scale of wealth management users, accurately obtain customer models, strengthen wealth management, accelerate the expansion of credit cards, and enrich wealth management product lines. Using the technical model to realize the accurate customer acquisition model, accurately recommend the potential white list of wealth management to front-line employees, establish real-time dynamic portraits of wealth management customers, and provide customized, personalized and consulting marketing service models for front-line employees;
( 10)? Carry out refined sales management system, establish normal inspection and supervision of general branches, and realize militarized target management;
( 1 1)? Create a new digital operation command system for retail headquarters: take strategic objectives as the guide, sort out detailed key indicators of business, operate the whole link in a closed loop, and realize real-time dynamic control of refined operation;
( 12)? Real-time early warning: according to the strategy of the head office, adjust the digital management system of the retail head office of the branch and distribute the task system in real time;
( 13)? Portrait of outlets: realize the digitalization of outlets, the analysis of business conditions and health index, guide the optimization of outlets based on the portrait of outlets, rank different outlets, learn from each other and share experiences;
( 14)? Promote offline channel optimization: establish a network site selection system, provide personalized and accurate site selection schemes, establish an accurate recommendation system for white list users around outlets, accurately obtain users according to internal and external data, and make outlets accurate;
( 15)? Realize the digital customer management of sales front-line personnel;
( 16)? Iterative innovation of online channels: establishing an end-to-end customer behavior tracking system for mobile banking, transforming from user login to various environments, guiding the optimization of mobile banking and providing conversion rate;
( 17)? Based on data analysis and accurate marketing recommendation: recommend the results to mobile banking, transform the customer service center into an important online channel, undertake marketing and customer management functions, and become a semi-profit center;
( 18)? Online and offline integrated operation: accurately locate high-potential customers online, push them offline, and the offline outlets will divert customers to online virtual stores, changing from a single isolated channel to an integrated channel;
( 19)? First-line empowerment system: use data analysis, customer recommendation and sales incentives to realize automatic process management, build a high-yield, professional first-line team, realize digital performance, and let every employee know today's actions, the benefits of actions, and the income status;
(20)? Digital intelligent user management system: let front-line employees clearly see the trend of their customers, realize repurchase reminder and automatically customize the scheme.
Step 3: Based on these 20 things, quickly help the retail department of the bank to build a departmental digital platform, including a data center and an intelligent marketing cloud platform, and seamlessly connect with the bank's science and technology department. On the one hand, it quickly met the needs of the retail sector, avoided the situation of large investment but not obvious effect in the past, and achieved the set goal with a budget of 20%. At the same time, senior executives and middle-level personnel in the retail department of banks have been trained in different degrees of digital transformation courses to help them quickly understand the methodology of digital transformation and related realization paths and products.
4. The final effect
Through the construction of data center, the problems of repeated transformation of traditional methods, large investment in each chimney, long construction period and inability to respond to business quickly have been solved. Help banks deepen customer management, enrich products and services, promote comprehensive marketing and accelerate channel transformation. The acquisition cost of new customers is reduced by 5 percentage points compared with the past, and at the same time, tens of thousands of lost customers are saved, which realizes the easy conversion between different channels. According to the annual preliminary statistics, investment and personnel costs have been reduced by 5 million.
5. About national cloud data
Guo Yun Data Group is a company that the former Ali Data Team provides digital transformation services to customers in the original way of "digital transformation partner", and it is also a supplier that can provide customers with the trinity of "strategy+technology+talent" and high-standard digital transformation comprehensive services.
Guo Yun Data's original digital transformation method guides customers' digital transformation. Recently, this methodology was derived as "Digital Transformation Methodology: Landing Path and Data Center", which was published by Machinery Industry Press and written by Ma Xiaodong, the founder of the company. Now the book has been sold out. Methodology of Digital Transformation: Landing Path and Data in Taiwan is a book that comprehensively expounds the methodology of enterprise digital transformation from four dimensions: strategy, technology, talents and management, and it is a summary of the experience of more than 70,000 enterprises serving data in Guo Yun.