According to the latest data from the National Bureau of Statistics, by the end of 2023, the number of people aged 60 and above in mainland China reached 297 million, accounting for 21.1% of the country's total population. In recent years, with the rapid development of Internet technology, the elderly are often "inadequate" in the use of intelligent tools due to the lack of relevant knowledge and experience accumulation in the past growth environment, coupled with the gradual degradation of physiological function and learning ability. In 2021, the regulatory authorities issued a notice document on banking and insurance institutions to effectively solve the difficulties of the elderly in using smart technology, and Chinese Life Insurance Co., Ltd. (hereinafter referred to as "Chinese Life Insurance Company") organized research and implementation as soon as possible, and launched the construction of an age-appropriate service system in the whole system.
The transformation of services for the elderly in the financial industry involves a wide range of areas and is highly targeted. Chinese Life Insurance Company focused on the parallel transformation of "humanization of traditional services" and "convenience of intelligent services", formulated the "Work Plan for the Construction of Chinese Life Services for Aging", and designed and refined 10 tasks and 26 sub-tasks.
Optimize service touchpoints for a more comfortable experience
In recent years, many service industries have significantly reduced the number of offline outlets while improving online services. In order to meet the needs of the elderly face-to-face and warm services, the number of counters of Chinese Life Insurance Company has maintained a stable number of elderly customers, and through continuous expansion of service functions, rich service content, and promotion of age-appropriate upgrading. Equipped with wheelchairs, rest seats, reading glasses, magnifying glasses and other facilities, it provides "one-to-one" exclusive accompaniment, priority queuing and calling, respect for the elderly window and other green channel services, so that the customer service experience for the elderly is more convenient. Provide door-to-door services for the elderly who cannot come to the counter and are inconvenient to go out, so as to ensure that every customer can enjoy insurance services conveniently.
Pictured: Customer service staff provide services to elderly customers through smart teller machines
Some customer experience centers also have a health experience area, which is convenient for the elderly to measure blood pressure, blood sugar and other indicators, and regularly hold health lectures and traditional Chinese medicine consultation activities, so that the elderly can pay more attention to health and enjoy life. In the past two years, Chinese Life Insurance Company has provided a total of 9.51 million services to the elderly over the counter.
Keep the dedicated line unblocked and respond more timely
Chinese Life Insurance Company provides "one-click access manual service for the elderly" for elderly customers aged 60 and above, configures special skill groups for elderly customers, opens with exclusive agents to show their identities, uses standard service skills for the elderly to improve the greeting experience, and adjusts the language communication environment in a timely manner, and 53 dialects are transferred without feeling, making the interaction of elderly customers more comfortable and comfortable. Since September 2020, 95519 has served a total of 1.71 million elderly customers.
Enrich the activity scene and interact more deeply
Since 2021, focusing on the health issues concerned by elderly customers, Chinese Life Insurance Company has launched a new model of "Internet + Health" to create special activities to improve immunity, covering more than 24.6 million customers. Launched a new fitness method suitable for middle-aged and elderly people, and carried out a total of 320 "meridian fitness" activities to help elderly customers cultivate exercise habits and strengthen their physique; Launched a series of online health promotion live broadcasts and courses such as silver hair health preservation and home exercise; Launched a series of 30 live broadcast activities of "Listening to Famous Doctors and Talking about Immunity", and invited famous doctors from tertiary hospitals to share health knowledge, including nutrition and health of the elderly, prevention and response measures for common diseases in middle-aged and elderly people, etc. At the same time, the Chinese Life Insurance APP launched the "Immunity Enhancement Zone" window, focusing on nine topics such as shoulder and neck care, gastrointestinal health, balanced diet and cardiovascular maintenance, and launched 100 health information and short video courses to provide authoritative guidance on common health problems of the elderly and help middle-aged and elderly people improve their health literacy.
Innovative platform applications are more convenient to use
In order to solve the difficulties of the elderly in using mobile Internet applications, Chinese Life Insurance Company focuses on the use habits of technology products for the elderly, takes the lead in the insurance industry to carry out the construction of Internet applications for aging, creates the "respect for the elderly model" of life insurance APP, and becomes the first mobile application in the industry to obtain the barrier-free and age-appropriate certification of the Ministry of Industry and Information Technology. The "Respect for the Elderly Mode" focuses on high-frequency services for elderly customers, introduces voice broadcast and voice navigation functions, and realizes smooth one-stop business handling; The font size is larger, the page is simpler, and the elderly customers pay attention to the health service content; Create a scenario-based service process, aggregate the three major service channels of air customer service, intelligent customer service, and service manager, and provide online assistance to elderly customers at any time. Since its launch, it has served a total of 40.34 million elderly customers.
Figure: Chinese Life Insurance APP "Air Customer Service" interface
Extended rights and interests protection for safer consumption
While continuously improving its front-end service capabilities, Chinese Life Insurance Company also continues to fulfill the responsibility of large state-owned financial and insurance enterprises, builds a dual position of online and offline financial knowledge publicity, continues to expand the depth and breadth of financial knowledge education and publicity, and regularly carries out "five entry" activities such as "entering nursing homes", "entering universities for the elderly" and "entering communities" of financial knowledge. Integrate financial knowledge publicity into health lectures, produce elderly publicity materials according to the characteristics of the elderly group, and use simple words like "family routine" to compile easy-to-understand publicity content such as fraud prevention and basic insurance knowledge, so as to help the elderly cultivate financial security awareness. In 2023, Chinese Life Insurance Company will carry out more than 3,900 publicity activities for elderly consumers.
Pictured: Staff promote consumer rights protection knowledge for the elderly
After continuous exploration and advancement, Chinese Life Insurance Company has made the experience of each service contact point more comfortable and friendly, the service process more simple and efficient, and the online service platform has added an exclusive mode for the elderly, which is clearer and more targeted. At present, a new system of comprehensive and diversified services for the elderly has been initially formed. Since the construction of age-appropriate construction, Chinese Life Insurance Company has provided more than 70 million age-appropriate services, which has been widely recognized by elderly customers.
In the future, Chinese Life Insurance Company will continue to focus on the construction of suitable for the elderly, implement multi-point policies, actively practice social responsibility and mission responsibility, ensure that online services are more intelligent and simple, offline services are more warm and comfortable, and match the objective needs of "slow people" in the new era with "humanized, institutionalized and refined" intimate services. (Reporter of this website)