With the in-depth application of emerging technologies such as 5G, big data, and artificial intelligence, mobile payment has increasingly penetrated into life scenarios such as catering, entertainment, travel, and shopping. At the same time, with the development of mobile Internet and the popularity of smartphones, App has become an important platform for consumers to obtain financial services. Especially under the normalization of epidemic prevention and control, mobile banking has become the first touchpoint for banking institutions to serve users, and user engagement rates continue to rise. According to Analysys Qianfan statistics, as of the first half of 2021, the number of MAU users in the mobile banking industry reached 470 million.
China CITIC Bank Credit Card Center relies on the leading advantage of financial technology to empower, continue to deepen digital transformation, focus on the diversified and refined needs of the customer base, continuously iteratively upgrade and innovate the service functions of the mobile card space App, accelerate the scene ecological construction, enrich and extend the service content, and comprehensively build a more complete digital platform ecosystem. At the end of August this year, the mobile card space App was newly revised and upgraded, and version 8.0 was officially launched.
Create a new "Finance + Life" platform to help users enjoy life intelligently
Relying on the digital ecological support of China CITIC Bank, the Mobile Card Space App? 8.0 is a new iteration and upgrade of personalized intelligent services, covering the four dimensions of "smart in caring", "smart in preferential", "smart in life" and "smart in financial management", creating an intelligent "finance + life" one-stop new platform to reshape consumers’ financial consumption experience journey.
According to the relevant person in charge of China CITIC Bank Credit Card Center, this new iteration and upgrade of the mobile card space App? 8.0 continues to promote the deep integration of digital technology with products and services. Among them, "wisdom is intimate" is reflected in intelligent services: the newly launched "intelligent assistant" is based on user behavior analysis to realize intimate reminders of important matters such as certificate expiration and card upgrade; the new preferential rights and interests progress display function, the progress of exclusive rights and interests reaching the standard is clear at a glance, and the user’s sense of acquisition is enhanced; exclusive recommendations are made for users’ personalized needs to realize the mobile end personalized service of "thousands of people and thousands of faces"; iterative upgrades of commonly used payment, repayment and other basic functions, such as login-free quick scan code payment, etc., multi-card combined repayment function is also about to be launched, truly achieving service temperature and more intimate.
At the level of welfare benefits, the Mobile Card Space App? 8.0 provides in-depth insight into users’ new consumption needs, further broadens the boundaries of the scene, covers users’ all-round life scenarios, and creates a "smart discount" activity experience: the newly designed and launched "Welfare Center" focuses on presenting exclusive consumer promotions in the city where the user is located, such as "9 Share", "9 Yuan Enjoy", "Wonderful 365", "Tiantian Friends Coupon", "Pen Cash Back", "Points Cash Out", etc., and fully covers food, drink and entertainment, effectively improving the quality of life of users.
At the level of life services, the mobile card space App? 8.0 further extends its ecological radius, promotes the deep integration of intelligent financial experience and life services, and provides users with the surprise of "smart life": the online life payment platform supports the payment of water, electricity and gas fees, eliminating the tediousness of users’ offline processing and payment; the homepage of the App pulls down into the "second floor of the mobile card", and the screen space is further expanded to display more quick services and personalized reminder functions; a special live broadcast area is specially opened to combine special benefits with live broadcasts to enhance user stickiness in the form of cross-screen interaction.
In addition, the mobile card space App? 8.0 also pays attention to the growing wealth management needs of the majority of users, understands the repayment pain points of credit card users, and launches a series of customized financial services such as "preferential repayment", allowing users to experience "wisdom in financial management" and convenient services while gaining financial benefits.
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Financial technology deeply empowers and strengthens digital ecosystem support
When digital payment enters a new era, how to give full play to the advantages of financial technology, strive to explore deeper and higher-quality digital transformation, and build the ability to cross the cycle and face the future has become an important issue facing Financial Institutions Groups such as banks. In this regard, China CITIC Bank Credit Card Center accelerates the layout of financial technology, further promotes digital transformation, and realizes the deep integration of services, products and technologies.
It is understood that relying on the perfect digital ecological support, the new iterative and upgraded mobile card space App? 8.0 fully reaches users with digital channels and provides intelligent financial services. In the first half of this year, the application of intelligent search and recommendation models based on AI semantic algorithms in the mobile card space App achieved a cumulative 100 million exposure, allowing users to obtain "thousands of people and thousands of faces" mobile end personalized services.
In addition, the mobile card space App is fully connected to the 5G all-IP open service platform, and users can "one-click access" bank voice and video customer service anytime, anywhere through the App, avoiding the call waiting of traditional phones. It is reported that the 5G all-IP open service platform project has entered the business integration stage, realizing a new efficient operation and management model of system integration, data interoperability, and personnel complementarity. It provides one-stop comprehensive services such as sales and asset management. The call center satisfaction rate is as high as 98.66%. While responding more efficiently to user requests, it has significantly improved the operational efficiency of banks.
In the first half of this year, the number of registered users of the mobile card space app exceeded 43 million, an increase of 22% year-on-year; the number of monthly active users (MAU) increased by 9.5% year-on-year. Through continuous iterative upgrades, the mobile card space app fully integrates financial technology and digital transformation capabilities to meet the service needs of all products, all scenarios and all customer groups. The relevant person in charge of the China CITIC Bank credit card center said that in the future, the China CITIC Bank credit card center will continue to give full play to the advantages of financial technology, promote the deep integration of digital technology and financial services, create a "life + finance" ecosystem, and use mobile apps as a carrier to reach and connect the majority of financial consumers.
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