Recently, at the “9th China Electronic Banking Conference and 2013 Award Ceremony for China Annual Gold List of Electronic Banking” held by China Financial Certification Authority (CFCA), the personal internet banking of Industrial Bank (IB) stood out of the 18 candidate banks with its characteristics including concise and smooth handling process, rich and practical functions and services, and all-sided and efficient security protection, winning the “Best User Experience Prize for Internet Banking” for the second year consecutively.
It is said that since its release of personal internet banking service in 2000, IB has always adhered to the “customer-focused” service philosophy, taken it as a core competitive edge to “improve customer experience”, and kept improving and upgrading the system and seeking new ideas and changes.
In 2013, the “equal importance” given by IB in the construction of person internet banking to “function improvement” and “product innovation” attracted great attention. In the aspect of “function improvement”, the bank focused on the feeling of both new and old customers in three areas: First, it connected the online and offline processes and intensified operation guidance to ensure that new customers could finish the first transaction smoothly so that customers could be “care-free”. It made an overall trimming and improved shortcomings impairing the customer experience, simplified the business operation flow, and enhanced the business handling efficiency so that customer could feel more “comfortable”. Meanwhile, the Bank made great efforts to reinforce the security of internet banking. Based on the protection provided by current Webprotect and SMS password, the new security tool of “dynamic token” could also meet the use requirements of different customer groups . In the aspect of “product innovation”, IB released the innovative personal internet banking product “e-family wealth” targeting at the need of family wealth management in the age of internet in particular. The product integrates five functional modules including account management, wealth overview and analysis, wealth management advice, funds aggregation, and e-family movement, and it boasts four features, including “convenient management of multiple bank accounts, straightforward financial analysis view, intra-bank and inter-bank funds aggregation function and individualized services including recommendation of fund or wealth management products”. The greatest highlight lies in the value-added services including one-stop unified income and expenditure management of family bank cards and assets, and with the value-added services including online wealth management planning and wealth management news, customers may stay at home to maintain and increase the value of their wealth.
The value-added services including online wealth management planning and wealth management news won high comments among customers upon their release. In addition, the Bank also released characteristic services including wealth management night market, bank-merchant pass, and bank-futures direct express, etc., which made the personal internet banking functions of IB more diversified , effectively met the diversified demands of customers and improved the customer experience.
As noted by the reporter, besides winning the “Best User Experience Prize for Internet Banking” for two consecutive years, in recent years IB also won various other prizes issued by authoritative institutions including the “Best Internet Banking Prize”, the “Best Security Prize for Internet Banking”, the “Best Internet Banking Function Prize” and the “Best Service Innovation Prize”.
Behind the prize is the scientific management working mechanism that IB has always adhered to: in the aspect of product design, the Bank realized the transformation from “function-oriented” to “experience-oriented”; in the aspect of product life cycle, it attached importance to the all-course and all-round experience management from innovation, launch and promotion; and in the aspect of product operation, it concentrated on “listening to voice of customers”, paid attention to details, and made constant improvement, iterating products quickly with the strategy of “fast running at small steps”.
By the end of this third quarter, the personal internet banking customers of IB have reached a total of 8.04 million, with 96.63 million transactions in total, a YoY increase of over 21%.