In the era of data economy, the wave of digital transformation is rolling in. In recent years, the credit card center of Everbright Bank has seized the opportunity of digital transformation, vigorously promoted the online, technological and intelligent business, empowered the business with data, improved management efficiency and service experience, and responded to the policy guidelines of the "high-quality" development of the mainland banking industry.
Focus on problems and pain points to discover the essential causes
In the process of promoting digital construction, the credit card center of Everbright Bank mainly solves 4 problems:
1, data analysis is not "deep"
There is a lack of in-depth, multi-dimensional business analysis, and the analysis link is not yet sound, and it is difficult to locate the root cause of the problem.
2, customer management is not "fine"
It is impossible to accurately identify customers, the management of customer groups is not efficient, the channels cannot effectively reach customers, and there is still a practice of "relying on experience".
3, marketing evaluation is not "accurate"
The operational efficiency of marketing activities is not high, there are process breakpoints, the activity evaluation workload is large, and the lack of unified evaluation standards and data support cannot effectively reflect the effectiveness of activities.
4, the total score synergy is not "tight"
The communication of the activities of the main branch is not smooth, the information cannot be conveyed in a timely and accurate manner, and the lack of digital talents in the branch has hindered the efficient coordination and mutual promotion.
The root cause of the above problems is that the perfect digital process mechanism, system tools and thinking awareness have not been formed, the numbers have not been driven, and the intelligence and automation have not been taken as the direction, so it is necessary to gradually solve the digital means.
The first step of digital construction - to understand and understand "number", "word" and "transformation"
A deep understanding of the nature of digitalization is the first step in the relevant work of the Credit Card Center of Everbright Bank.
Number
"Number" stands for data and technology, which is the foundation of digitalization, including the acquisition, storage, management, and technical implementation of data.
"Word"
"Word" represents data application, processes customer/merchant labels, uses algorithms to build application models, and guides business strategy formulation, which is a direct embodiment of data capabilities.
"Transformation"
"Transformation" is the key to making data "run" and empowering business, and it has several important meanings:
(1) "Transformation" represents the consciousness of thinking, always maintains a data-driven thinking in business development or optimization, "speaks with numbers", and cannot rely on "patting the head" and "empiricism";
(2) "Modernization" represents the operating model, the automated and intelligent operation mode is truly infiltrated into the process of customer operation, and the person is only responsible for the deployment of the strategy, and the triggering and execution of the strategy is completed by the system tool;
(3) "Modernization" represents the development mechanism, digital development and innovation is agile and efficient, through the effective cooperation between personnel, the ability to quickly extract and combine, to support the new growth of business.
It can be seen that "numbers" and "words" are a solid foundation in the entire digital construction, and "transformation" allows data to truly produce value for the overall support.
Yonghong BI manages Kanban Demo
Focus on improving the key capabilities of digital construction
According to the current stage of development, the credit card center of Everbright Bank focuses on "transformation" and is built around the following three capabilities:
1. Karma analysis ability
Comprehensive and in-depth data analysis, understand the overall picture of business development, strengthen digital-driven awareness, improve the level of strategic decision-making and operation management, and solve the problem that data analysis is not "deep".
2. Digital customer operation ability
Realize the customer's refined operation and closed-loop management of the marketing process, create a new business model, enhance the customer's transaction volume and income, strengthen the customer's insight ability, and solve the problem that the customer's operation is not "detailed" and the marketing management is not "accurate".
3. Total score collaboration ability and digital talent training
The head office branch has an efficient and close synergy in digital, technology and customer operation, and the branch has accelerated the cultivation of digital talents to solve the problem that the coordination of the main branch is not "tight".
In order to enhance the above capabilities, the Credit Card Center of Everbright Bank, with the assistance of Yonghong BI, has built a "data space station" and has become an important means to promote digital construction.
1. For improving the ability of industry and financial analysis, the data space station can integrate unified reports and multi-dimensional analysis systems, provide matching data tools for employees in different positions of branches, support branch employees to understand business data in a timely manner, and carry out industry and financial analysis based on data.
2. For improving the operation ability of digital customers, the customer portrait system integrated by the data space station has landed the customer segmentation layering and customer life cycle management strategy, and the use of the data space station by the branch can improve the operation ability of digital customers.
3. In order to improve the overall score collaboration ability and the cultivation of digital talents, the data space station will refine and share the common data work, and enhance the collaboration of the head office branch in the digital work. At the same time, it will help the cultivation of digital talents in branches and support the promotion of the work of the digital operation laboratory.
Yonghong BI financial industry demo
Leverage Yonghong BI to integrate a unified reporting platform
Under the support of Yonghong BI, the data space station integrates a unified reporting platform, including four types of smart financial reports, smart operation reports, smart operation reports, and smart visualization, and the must-see reports of the landing branches, which support the analysis of indicators of daily operation, finance and operation status, and the branches actively pay attention to the data status and change trends in the reports.
Wisdom Earnings
The core data report of the industry and finance is provided to the branch president, the president in charge, the general manager of the card department, the deputy general manager of the card department and other management positions to fully understand the operation situation and provide guidance for business decisions. At present, 11 business financial statements have been launched, and the follow-up demand for financial calculation has continued to increase.
Smart visualization
Refine key indicators, design personalized pages, and provide intuitive and eye-catching indicator displays for branch presidents, presidents in charge, general managers of card departments, deputy general managers of card departments, etc. At present, it has completed the large-screen display of 6 departments such as diversified, installment, customer extension, approval, mobile Internet, and information technology department.
Smart management
All kinds of business statistical reports, refined to the granular statistics of branches, sub-branches and sales managers, are provided to the business managers of the card department to provide support for basic business such as daily business decisions and assessments. At present, more than ten original FQ statements have been migrated.
Smart operations
The business operation monitoring report of each department and line of the credit card is provided to the business management personnel of the card department to provide support for the development and operation management of the credit card business. At present, nearly 300 statements of 7 departments of the head office and 38 statements of branches have been completed.
Unleash the value of data and empower business operations
Through Yonghong BI, a unified reporting system has been built to achieve a variety of database connection methods, and the current system has connected to Hive, HBase, Kudu, Oracle, MySql and other data sources; Yonghong BI's simplicity and ease of use to achieve self-service report development, business personnel use self-service tools to make custom reports, conduct data exploration, and improve the level of data analysis; high-availability deployment, front-end use of F5, connect two CMR nodes, ensure high application availability, four M nodes, Ensure data availability.
At the same time, the Credit Card Center of Everbright Bank has improved the coordination ability of the head office.
1
Headquarters co-ordination design
Build a digital foundation
(1) Strengthen infrastructure construction, build a system platform, and study advanced technologies;
(2) Strengthen data asset management and application, improve the label and model system, and enhance the ability of digital productization.
Unified management thinking
(1) Plan the framework of the customer's operation system, and clarify the starting point, main line and goal of the operation;
(2) Unified customer segmentation and hierarchical approach, unified management language.
Provide methodological guidance
(1) Provide a methodology for the development of business activities and clarify the key steps;
(2) Provide marketing activity optimization opinions and continuously optimize key process links.
2
Branches work together
Use the data space station well
(1) Actively use the customer portrait system to use data as the driving force and basis for strategy formulation;
(2) Familiarize yourself with the current data situation with the help of unified reports and multi-dimensional analysis, and improve the level of data analysis.
Enhance business capabilities
(1) Establish a refined business thinking, deepen the framework of the head office's operating system and the recognition of customer segmentation and stratification;
(2) Study the practical experience of same/different industries, improve the ability of strategy design, and attach importance to the continuous optimization of A/B Test methods.
Play with local character
(1) Discover the characteristic scenes of the branches and independently design local activities;
(2) Combined with local resource endowments, linkage and cooperation with local merchants.
After construction, it has significantly improved its industry and financial analysis capabilities, self-service analysis capabilities, operation and maintenance monitoring capabilities, and headquarters branch coordination capabilities. At present, it has accumulated 2 billion + underlying data volume, 1000 + total number of users, 200 + online quantity.