Recently, at the 2012 China Electronic Banking Conference and Awarding Ceremony for China Annual Gold List of Electronic Banking held by China Financial Certification Authority (CFCA), personal internet banking of Industrial Bank (IB) won the “Best User Experience Award for Internet Banking” with its services characterized by simple and user-friendly operating interface, fast and smooth handling process and all-sided and efficient security protection. This is another honor won by IB in the aspect of internet banking in succession to a number of other awards, including the “Best Internet Banking”, the “Best Security Award for Internet Banking”, and the “Best Service Innovation Award”, that granted by authoritative institutions.
It is said that, since the release of personal internet banking service in 2000, the bank has always adhered to the customer-focused service philosophy, kept improving and upgrading the system and enhancing the user experience. IB released the “CIB Online” personal internet banking version 5.0 in April 2012. Following the principles to be “simpler, easier and safer”, the version was improved in an all-round way with its innovated operating interface, handling process, and security protection, etc., focusing on details and paying attention to user experience. Through reforging the trading process, it simplified the operating steps of common functions; and by optimizing the technical structure, it improved the visit speed of customers. After the upgrading this time, the average response time at the major functional pages including logon, inquiry and transfer could be improved by more than 50%.
Meanwhile, the upgraded personal internet banking of IB initiated the service of “One-key Transfer” in the industry. After presetting the account information, a customer may directly use the instruction to finish the transfer service quickly and accurately. The characteristic service has won the favor of users extensively. In addition, the bank has also released such innovative personal internet banking services as mobile phone number/nickname transfer, DIY agreement signing with SMS password, and funds aggregation, to improve the service experience of users in a sustained manner, winning extensive appraise of customers and the industry.
The reporter also notices that the effective improvement of IB's personal internet banking in user experience can be attributed to a set of working process mechanism under scientific management. The bank has established a special service team responsible for electronic banking customer experience. Drawing on the experience feedback given by domestic and foreign customers and advanced experience in the industry, the product design has achieved the transformation from being “process oriented” to being “experience oriented”. In terms of lifecycle of product, the bank has implemented all-process and all-sided experience management from innovation to online and offline promotion. In the aspect of product operation, it has established a flexible and efficient mechanism for the sustained improvement of customer experience.
Moreover, the bank has also launched the award activity for experience suggestions of electronic banking customers to listen to the opinions of users and collect suggestions and comments of customers to electronic banking products via a variety of channels. Besides, it has also established a working group for improving customer experience and service quality to making timely improvement and sustained optimization against the problems existing and occurring during the use of the system, so as to bring more convenient and secure electronic banking services for customers.