Our reporters Hao Yajuan and Zhang Rongwang report from Beijing.
On December 12, 2023, the "Science and Technology Finance, Integrated Development - 2023 Competitive Finance Summit" organized by China Business News was held in Beijing. The forum focused on the theme of high-quality development empowered by scientific and technological innovation, in-depth analysis of the digital economy and the integration of data and reality, empowering financial reform in the era of digital intelligence, and gathering financial forces to promote China to embark on a new journey of building a modern socialist country in an all-round way.
Li Cheng, general manager of Jiniu Information Beijing Branch, pointed out at the forum that at present, the digital transformation of wealth management is the general trend. From the perspective of external factors, the number of investors has increased year by year, and public data shows that China's A-share individual investors exceed 2200 million people, ** investors more than 7With 200 million people, the acceleration of investor Xi and the gradual complexity of investor demand have put forward higher requirements for financial institutionsFrom the perspective of internal factors, it is difficult to gain insight into customer needs, difficult business growth, weak competitiveness, and internal data disconnectivity, which restricts the expansion of wealth management business.
In this regard, based on WeCom, Jiniu Information has launched a closed-loop digital retail service based on vertical financial business, through the rapid production of digital marketing content, to meet customer needs at different stages and in different scenarios, to build a people-centered marketing management platform, to help financial institutions realize the digital transformation of wealth management. Li Cheng said.
Wealth management needs to evolve in three ways
Driven by internal and external factors, how can financial institutions promote the digital transformation of wealth management?
Li Cheng believes that we should start from the following three aspects: first, first change the traditional offline marketing model to online to improve the efficiency of the external development industry;The second is to fully explore customer needs through the operation of refined data;Third, it is necessary to change from product-centered to customer-centric, provide customers with better refined services based on customer needs, and realize the digital transformation of customer wealth management.
At present, financial institutions are also exploring the model of "online empowerment offline" to realize the transfer and transition of offline business. More and more financial institutions choose to expand customer management scale, improve retail marketing efficiency, and reduce operation and management costs without changing customer Xi by building the WeChat Enterprise platform, and the pioneers have also tasted the sweetness.
Li Cheng pointed out: "In order to help more financial institutions truly increase the efficiency and reduce the burden of their retail business, we have built a micro-SCRM platform for the financial industry based on the pain points and business characteristics of the financial industry. On the one hand, based on WeCom and actual business, Jiniu Information has built a scenario module to help financial institutions shorten the daily marketing path, which helps to improve the missing process and speed up service efficiency. On the other hand, to improve the efficiency of internal management, the data of private domain marketing precipitated by WeCom will help employees and managers to view performance through the visual cockpit anytime and anywhere, further assist marketing decision-making, and also help improve customer experience. ”
According to reports, Xiamen Jiniu Software Technology Co., Ltd. is a well-known financial technology company in China, focusing on financial retail digital solutions to help financial institutions achieve customer growth and business growth. By the end of 2022, Jiniu Information has cooperated with more than 60%** and nearly 100 institutions**.
Intelligent marketing helps increase efficiency and reduce burden
Li Cheng also mentioned that many financial institutions rely more on offline for their actual business, and when applying the WeCom platform, they need to combine business planning with grid to achieve offline linkage online.
For example, in terms of intelligent marketing scenarios, the SCRM platform of Jiniu Enterprise Micro has built a fission marketing module. The first step is to help financial institutions accurately expand customers and reduce customer acquisition costs, which can realize the closed-loop of multiple levels of personnel such as China Unicom headquarters, account managers, channel managers, and customers, and the relationship between superiors and subordinates can be tracedThe second step is to obtain customers through the automated customer group selection function, combined with the fission marketing process, and automatically identify customer intentions and push clues through the form of task MOT (satisfaction research), so as to improve the efficiency of precision marketing and batch marketing, and help employees follow up with customersThe third step is data precipitation to form a customer portrait, and the account manager can query all the customer information under its management through WeCom, and use tags to classify the customer group in a hierarchical manner to identify customer potential, so as to achieve differentiated and value-added services for high-net-worth customers.
In terms of intelligent return visit scenarios, financial institutions can rely on the task management module built by the micro-SCRM platform and the integrated grid system to realize the construction of marketing logs, the issuance of marketing tasks, the implementation of offline visits and the establishment of an evaluation system, so as to better complete the unified process management and control.
In terms of intelligent operation and management scenarios, financial institutions can rely on the merchant management module of the micro-SCRM platform to integrate merchants and channels around outlets, aggregate the traffic around outlets and divert traffic to the private domain, and timely push relevant convenient services and preferential benefits for transformation, so as to establish a complete private domain merchant ecology.
All in all, Li Cheng pointed out that the SCRM platform is a people-centered marketing management platform that aims to build a people-centered marketing management platform, adding in marketing scenarios, subtracting in transactionality, multiplying in target customers, and dividing in tasks, so as to comprehensively build digital new retail and help the digital transformation of financial institutions' wealth management business.
Editor: Zhu Ziyun Proofreader: Zhang Guogang).