With the rapid development of big data, cloud computing, blockchain, artificial intelligence and other technologies, Internet technology and the financial industry are deeply integrated, and financial technology is also speeding up the ecological reshaping of the banking industry, especially under the normalization of epidemic prevention and control. the demand for online and contactless services of banks is soaring, and digital transformation is imperative.

As a leading brand of national commercial banksChina CITIC Bank CorporationStarting with understanding the industrial ecology and focusing on the customer journey in the ecological scene, we should take more measures to build a new bank-to-public business end-to-digital model.

01

The ability to access and use data

Is the competitive advantage in the digital environment.

In the face of the digital environment of the whole society, the essence of bank digital transformation is to obtain and use data to empower the business, in which access to data is the basis of digital transformation, and the use of data is the way to release the value of digital transformation. China CITIC Bank Corporation makes an in-depth analysis of the development process of financial digitization, conforms to the trend of social digitization, strengthens the ability of obtaining and using data, and speeds up the digital transformation. it is embodied in the deep mining and sharing of data, the docking of digital business scenes, automation and intelligence, and the application of mobile tools. When it comes to the public business of banks, the biggest feature is that the market and customers have strong industry attributes, each industry has its own differentiated value chain, and the services provided by banks to customers are closely related to their positioning in the industry value chain. In order to achieve the goal of business digital transformation, China CITIC Bank Corporation starts from the industry, building industry data-driven customer awareness system, product innovation system, channel service system, supplemented by powerful marketing tools to improve the ability to obtain data and the level of data use.

It is understood that the overall goal of digital business transformation of ▲ China CITIC Bank Corporation Company is that China CITIC Bank Corporation has set up the goal of digital transformation of banking business in four aspects: customer cognition system, product innovation system, channel service system and marketing tool support. The fundamental purpose is to make use of digital product design, service channels and marketing tools to cover the small and medium-sized enterprises in the industrial chain on the basis of deeply serving the existing core enterprise customer base. Connect the services of the bank more closely with the daily operation of the enterprise, make use of the digital docking with the enterprise ecology and business scenes, strengthen the stickiness with customers, and comprehensively improve the level of customer service and service experience. 02

Construction of six Digital capabilities

Comprehensively assist the digital transformation of banking business

In order to achieve the goal of digital transformation, China CITIC Bank Corporation builds six digital capabilities around the industrial ecology and the customer journey in the scene and is committed to applying them to the whole process of product innovation, business operation, risk control and customer marketing service.

The first of the six digital capabilities of ▲ China CITIC Bank Corporation is the ability to customize industrial ecological solutions, that is, the ability of banks to understand and integrate into industrial ecology, combined with the progress of industry digitization, to build customized solutions. The second largest digital capability is customer insight and intelligent marketing ability, that is, the ability of banks to use data analysis results in the marketing process to find marketing opportunities and make marketing suggestions in a timely manner. The third largest digital capability is open products and differentiated risk control capabilities. The key measure in product openness is to integrate into the industry ecological environment and carry out product innovation through the construction of industry platform, the embedding of open banking services and docking with third-party platforms. A key initiative in risk control is to upgrade the overall risk control framework for public operations. Combined with the characteristics of industrial customers, formulate relevant risk control strategies for different industries and products, and tamp differential solutions. The fourth largest digital capability is the integrated channel service and operation capability. On the one hand, we will open up the online and offline public customer service channels to achieve information sharing and collaborative operation between online channels and outlets, customer managers and offline channels, forming an integrated marketing and service mechanism. On the other hand, optimize the channel service process around the customer's key journey, simplify the business process, enhance the mobile service capability, and improve the customer experience. The fifth digital capability is the ability to rapidly improve customer experience, that is, using the pyramid model of customer experience, combined with the current situation of China CITIC Bank Corporation's business, through customer research, customer online feedback, customer behavior data extraction and other means, obtain various quantitative and qualitative experience monitoring indicators that reflect the public customer experience, and form a top-down decomposition, bottom-up integrated customer experience monitoring and analysis system. The sixth digital ability is the ability of digital marketing process management, that is, around the whole process of customer marketing, providing comprehensive digital marketing tool support for customer cognition, business opportunity management, marketing collaboration and process management.

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