Zhao Lei, ICBC: Taking the platform as the main line to promote mobile banking from "the largest" to the "best"

China Electronic Banking Network News On November 25, the "2021 Bank Digital Momentum and Financial Innovation Summit and the 17th Annual Publicity Annual Ceremony" held by the China Financial Certification Center (CFCA) and more than 100 member banks was presented in the form of online live broadcast in the form of cloud. A number of industry and academic experts made wonderful sharing on the theme of "New Momentum of Digital Transformation". The renaming ceremony of the publicity year, the release of the "2021 China Digital Finance Survey Report", the "2021 China Digital Finance Gold List Award" award, the "2021 Xinchuang 'Big Competition' Financial Scene Adaptation Verification Track" and other heavy links have attracted much attention from the industry.

Zhao Lei, Deputy General Manager of the Network Finance Department of Industrial and Commercial Bank of China

　As a witness to this wave of financial digital transformation, Zhao Lei, deputy general manager of the Network Finance Department of Industrial and Commercial Bank of China, shared some of his thoughts during the live broadcast of the ceremony.

　　Zhao Lei introduced that since ICBC launched the mobile banking App in 2011, it has successively undergone iterative upgrades with different emphases such as 3.0 "openness", 5.0 "thousand faces", 6.0 "my", 7.0 "companionship", etc., and gradually accumulated a deep digital foundation. First, the online product is basically completed; the second is the in-depth promotion of users online; the third is the online service to solve the problem; and the fourth is the value highlighted by the integration of science and technology business.

　　In order to meet the inconvenience of elderly users using financial business, the ICBC team went deep into the elderly community for several months and developed multiple rounds of intelligent voice interaction, problem remote collaboration, family account and other innovative products; for users' more convenient security management, the use of sensorless authentication, ripple operation and other intelligent means, innovative development of a series of security products such as one-click intelligent security detection; for users' more convenient query, with massive data to create a "digital wisdom ledger", It is the first in the banking app to realize historical detail query and analysis spanning up to 10 years.

　　Zhao Lei said, "This year, the social marketing of the 7.0 version of '25 hours' was launched, with nearly 6 million user participation and more than 2 million sharing, which achieved more than expected results, which also made the team excited." Through these years of deep practice, we believe that adhering to the intelligence of science and technology and insisting on giving full play to the wisdom of the whole bank is an important exploration method. Clutching the staff of science and technology in one hand and the staff of faith in the other, we have gone from being the chaser of the primary path to the leader of the advanced path, although full of hardships, but we feel the glorious mission. Winter is over, the galaxy is long, and it is still difficult to say that the best is the strongest."

　　Zhao Lei said that ICBC has always adhered to the platform as the main line, adhered to the four base points of "extreme experience as the premise, digital technology as the kinetic energy, value creation as the goal, and platform operation as the way", from "the largest" to the "best".

　　One is the ultimate experience. From the perspective of the user's whole journey, connect remote agents and user manager services to form a closed loop of online and offline integrated services;

　　Second, digital technology is kinetic energy. Improve the level of intelligence, use artificial intelligence, form demand prediction before users open mobile banking, and provide responsive and scenario-based search services;

　　Third, value creation is the goal. Create value with aggregation, and create an aggregation ecology around the core capabilities of finance;

　　Fourth, platform operation is the way. Treat each product and user as "their own" product and user, highlight the platform's empowerment of the overall operation, "achieve others, develop themselves".

　　At present, ICBC mobile banking has become the bank app with the most user choice and the most trusted by users. It can be said that the development history of ICBC mobile banking is a microcosm of the history of digital transformation of a bank, here, Zhao Lei combined his work experience in the financial field in the past decade to share his ideas on the digital transformation of banks.

　　First, the platform management thinking of the new "Mall" will open up new horizons. All innovation must return to the essence of business, that is, to serve the needs of customers, one is sufficient customers, the second is the real demand, and the third is to serve the needs of customers can produce positive benefits. Returning to the first principle, the original intention of mobile banking is to provide users with "convenient, professional and safe" mobile financial services, service is its essential attribute, finance is its commercial attribute, and connection is its natural attribute. Reorganize the service system and value creation method with the "Mall" platform logic, weave the various operational and management elements such as products, functions, processes, experiences, marketing, scenarios, outlets, and personnel into an aggregate network that surrounds users, reshapes the service process from the perspective of the user's whole journey, breaks through the barriers between lines, plates, institutions, and levels, and forms a mapping network that is compatible with the platform, so that mobile banking can release the maximum service efficiency with a limited volume, grow together with user wealth, and grow together with the co-construction of ecology.

　　Second, "organization online, employee online" will reshape the new model of financial services. The epidemic has spawned a new form of remote office for banks, and even large state-owned banks need to quickly change their business models with many levels and learn from the flat structure of Internet companies. This major change in the contactless financial service model has been vividly reflected in mobile banking. Mobile banking is a concentrated embodiment of this model, the core lies in the bank staff to become online, remote services, to achieve real-time dialogue and voice interaction, video connection, and even remote live broadcast of the novel function.

　　The third is that "full journey + full search engine" opens up a new situation of intelligent operation. For banks, the core problem of the current intelligent operation is how to solve the fine and accurate granularity of user portraits. The process of deepening from user groups to individuals and continuous refinement of service granularity is also the bank's user relationship management process, and in the future, "full journey + full search engine" will be used in mobile banking version 8.0, which will also be an active exploration of ICBC's intelligent operation and construction.

　　The fourth is "marketing first, then product" to open a new era of digital marketing. The traffic dividend is gradually fading, and the difficult traffic entrance and the increasingly high cost of customer acquisition are the serious challenges faced by every industry. After the emergence of the Internet, the relationship between banks and users can be achieved through peer-to-peer, especially the emergence of self-media, more ways to interact with users, so many companies began to try to use social media to communicate directly with users, which is the starting point of social marketing. Social marketing is the essence of human nature care, its essence is infinitely close to human nature, pay attention to the more human side of the user, rather than the side of the product, the era of first product after marketing is coming to an end, the era of first marketing after product has arrived.

　　Fifth, "integration, lightness and softness" will give new vitality to digital transformation. Although the path of digital transformation and development of each bank is different, it is necessary to grasp the three keywords of "integration, lightness and softness".

　　"Integration" refers to connecting the internal and external scenes of the bank through ecological construction and data penetration, breaking down the barriers of the banking department, realizing the integration of channels and operations, and providing a foundation for exerting digital momentum to create a new business format of the bank.

　　"Do light" refers to the improvement of the "cloud light + end light" financial service model, to provide users with convenient banking services that can be obtained anytime and anywhere, and vary from person to person.

　　"Do soft" refers to softening the internal mechanism, strengthening the linkage of departments around agility and innovation, forming a flexible and flexible internal collaborative network, promoting resource aggregation, service integration, and combat alliance; by enhancing the professional strength of Internet marketing, operation, research and development, design, data, etc., cultivating "T"-shaped talents with solid professional foundation, in-depth knowledge reserves and cross-line business experience, providing a foundation for the formation of flexible teams.

　　Finally, Zhao Lei concluded, "'Full of vitality to transform Jun, the natural workers skillfully strive for the new', perhaps in the near future, computer vision and spatial perception and other technologies, can allow users to evoke financial services with a gesture, natural language and intelligent speech technology can allow banks to provide services to users anytime and anywhere without relying on screens, VR, AR, MR, hologram commercial applications may further push bank financial services from ecological boundaries to service invisible, Making every contact a bank has with a user can be a whole new sense of service. Banks can only adapt to the environment, embrace change, increase the tracking of new technology research, strengthen forward-looking layout, continuously innovate and incubate digital financial application models, and let the blossoming of the flower of wisdom digital be like 'suddenly like a spring breeze overnight, thousands of trees and pear blossoms', opening all over the mountains, polishing the 'bank around you, trusted bank' golden signboard, and becoming an old store based on financial origins for a hundred years".