How can banks fully understand their customers so as to promote the high-quality development of financial consumer protection China Merchants Bank Co.Ltd(600036) gives the answer: the management listens to the customer’s recording, and then sends the voice to the front line of business.
Tian Huiyu, President of China Merchants Bank, stressed in an internal speech a few days ago that managers at all levels should listen more to the voice of customers. On the one hand, listening to the voice of customers and empathizing with the situation of customers can cultivate users’ thinking and market perception and enhance their empathy in decision-making; On the other hand, we can find problems, find the weak links of operation and management and the direction of improving work.
At present, with the accelerated evolution of digital economy, the mode of banking exhibition has also undergone great changes, and the protection of financial consumers is facing new situations and challenges. In 2021, China Merchants Bank Co.Ltd(600036) further straightened out the bank’s consumer rights protection and management system, and the development and operation of “Libra” platform and “wind chime” system made the bank’s consumer protection work even more powerful. With a customer base of more than 100 million, CMB gradually walked out of its unique and effective new path of consumer protection.
In January 2022, Xishan Branch of China Merchants Bank welcomed a couple of deaf mute people. After simply saying hello in sign language, the staff of China Merchants Bank asked the couple what business they wanted to handle on the paper. You come and I go, and the words have been covered with the whole paper. Although the business was completed smoothly, the staff of China Merchants Bank didn’t stop there. They began to think about how to better serve special groups next time?
As a result, the “pre bill of lading for opening a small account” was born. By listing several frequently asked questions in advance and providing them to deaf mute customers who need special help or other customers who need privacy protection, the staff can timely and accurately understand the situation of customers, which greatly improves the efficiency of business handling.
Although the matter is small, what is reflected behind it is that the innovation of CMB in consumer protection has always been in the same line with the bank’s gene. In April 1987, when China Merchants Bank Co.Ltd(600036) established the board of directors, it put forward the eight character business policy of “reputation, service, flexibility and innovation”, and established the policy of “service and implementation” from the beginning.
With the guidance of values, how to implement the specific work? It is reported that China Merchants Bank recently proposed to embody the practice of values, integrate them into all aspects of current operation, and plan to form a negative list of typical scenes in violation of values China Merchants Bank Co.Ltd(600036) the person in charge said that China Merchants Bank Co.Ltd(600036) putting forward the negative list of values is an important measure to integrate the protection of consumers’ rights and interests into the corporate culture of commercial banks. When the management goes to the front line to listen to the recording, it is the concrete embodiment of the managers taking the lead and practicing the values from top to bottom.
At the end of 2021, the consumer rights protection and service supervision and management center of CMB was upgraded to the second level department under the office, the name was changed to “consumer rights protection center”, and the brand of “customer service center” was added. It is positioned as the main responsible department for consumer rights protection and customer service management of the whole bank, and is responsible for coordinating the consumer rights protection, service quality supervision and improvement of the whole bank.
Behind the change of organizational structure is actually the further return and improvement of CMB’s consumer protection work values. “Upgrading the consumer rights and interests protection center to a secondary department not only ensures the manpower deployment of relevant work, but also puts the consumer rights and interests protection work in a more important position as a whole, but also further highlights and sublimates the value of ‘taking customers as the center and creating values for customers’.” China Merchants Bank Co.Ltd(600036) relevant person in charge said.
China Merchants Bank Co.Ltd(600036) develop a smart risk control system based on big data and trusted system – “Libra” platform to monitor and protect customers’ transactions in a 7 24-hour way according to their behavior, equipment, environment and other dimensions; With the help of different application scenarios and risk levels, the core mechanism of multi factor combination identity authentication such as password, SMS verification code, voice verification, dynamic question and answer, biometric recognition and manual outbound call is established. At the same time, try to reduce disturbance during the operation of the platform and strive to pursue “zero perception” of customers.
In addition, China Merchants Bank Co.Ltd(600036) has also set up a “wind chime” system. From the perspective of the whole journey of customers, it has opened up more than 20 systems within the bank, collected more than 30000 buried point data and more than 1200 experience indicators, changed the measurement of customer experience from the previous subjective and qualitative evaluation to clear and quantitative results, and built a “monitoring analysis improvement” closed-loop customer experience management to make the improvement direction of customer experience more clear More persuasive. This is not only a change from traditional services to active digital experience management, but also a change from customer experience to the emotional “bond” between China Merchants Bank Co.Ltd(600036) and customers.
Over the years, CMB’s investor education has achieved remarkable results and has been loved by the majority of consumers. In 2021, the annual reading volume of “zhaoxiaobao” video number exceeded 100 million, and the reading volume of a single video was up to 20 million. Some original video works were recognized and reproduced by the official platforms of “Criminal Investigation Bureau of the Ministry of public security” and “national anti fraud center”. In the list of third-party financial video numbers, the influence of “zhaoxiaobao” video number has entered the top 10 of financial we media and has been widely recognized by all sectors of society.
In fact, the continuous innovation of consumer protection depends on “professional people do professional things”. CMB shall carry out special training on consumer protection at least once a year, fully covering senior management, business line personnel related to consumer protection, grass-roots business personnel and new employees.
According to the data, in 2021, the senior management of the head office and branch of China Merchants Bank, all business departments and grass-roots cadres and employees conducted special study on consumer rights and interests protection through the internal learning platform, and conducted examinations to evaluate the training effect. The training coverage rate was 100%, 85895 people were trained, and the average score of the training examination was 98.61. At the same time, the bank has included special courses on consumer rights and interests protection in the training of new employees, and has completed the comprehensive coverage of the training of new employees in 2021.
