Introduction
According to the National Bureau of Statistics, in 2022, the proportion of China's population aged 65 and above has reached 149%, the old-age dependency ratio has increased to 218%, the trend of social aging is accelerating.
* The financial work conference proposed that we should do a good job in five major articles: science and technology finance, digital finance, inclusive finance, green finance, and pension finance. For rural commercial banks rooted in the local area and serving the local area, how to innovate the pension financial services?Fujian Shishi Rural Commercial Bank launched the "Happiness 99" pension financial service brand, and the innovative measures to create a distinctive, professional and personalized pension financial service system with "nine ones" are worthy of reference. * The financial work conference proposed that we should do a good job in five major articles: science and technology finance, digital finance, inclusive finance, green finance, and pension finance. Fujian Shishi Rural Commercial Bank actively implements national policies and regulatory requirements, deeply practices the responsibility of "finance for the people", and is committed to improving the sense of access to financial services for elderly customersInnovatively launched the "Happiness 99" pension financial service brand, and created a distinctive, professional and personalized pension financial service system with "nine ones". 
Innovate a suite of financial products
Shishi Rural Commercial Bank focuses on the pension needs of the elderly group and enriches the deposit product system for the elderlyCreate a series of "Happiness 99" products that combine payment and settlement, wealth appreciation and better life for the elderlyLet the silver-haired customers experience a comfortable pension. For example, for the elderly care and children's respect for the elderly and filial piety, the "Respect for the Elderly" ceremonial certificate of deposit product has been launched to support the children to deposit the regular principal, and the interest will be transferred to the designated account of the elders on a regular basis, so that the elderly can have support and dependence.
Explore a set of age-friendly service initiatives
At present, Shishi Rural Commercial Bank has explored a set of comprehensive service measures for the elderly with the combination of software and hardware, and has created a service system for the elderly represented by two theme banks for the elderly, "Ningxin Station" of Yongning Branch and "Cihui Station" of Nanhuan Road Branch, covering the entire bank's outlets.
Service facilities are more "hard". Smooth the "green channel" for the elderly service, set up an exclusive "love window" for elderly customers, and equipped with blood pressure monitors, blood glucose meters, reading glasses, umbrellas, crutches, wheelchairs, power banks, drinking water, simple medicine boxes, love seats and other convenient service facilities for the elderly, so that the elderly can handle business comfortably and confidently in the outlets.
Service initiatives are more "soft". The "elderly care service" of respecting and loving the elderly is the core service content that Shishi Rural Commercial Bank adheres to. For every elderly person who handles business, the lobby manager takes the initiative and patiently receives, gives priority to guiding them to wait at the "love seat", goes to the "love window" to handle it, and accompanies and assists them in completing their business as needed. In addition, according to the climatic characteristics of different seasons, each outlet will provide elderly customers with health tea, flower tea, fire tea and other tea drinks, with a cup of hot water, a smile, a greeting, and a care, so that the elderly customers can feel warm care.
Launch a Respect for the Aged Day
The 19th of each month is the "Respect for the Elderly Activity Day" of Shishi Rural Commercial Bank. On the day of the event, the bank's outlets were launched for elderly customersA series of activities for the elderly, such as heart-warming birthday parties, charity scissors, public welfare free clinics, health lectures, tea parties, and movie viewing parties. Through the theme activity day, the "silver-haired" customers can receive small gifts, intimate care and warm companionship.
Taking the Yongning Branch, the bank's first "service for the elderly" theme bank, as an example, the branch organizes a collective birthday party for the elderly customers on their birthdays every month, cutting cakes, singing birthday songs, and delivering longevity noodles. The monthly "Warmth Starts from the Head" charity cutting activity has also brought them a lot of "loyal fans".
Uncle Li, a villager from Meilin Village, Yongning, came to "report" on time every month and received his pension by the way, and he sighed from the bottom of his heart: "The care of the Rural Commercial Bank is really too meticulous!."”
Up to now, 53 outlets of Shishi Rural Commercial Bank have carried out more than 220 activities for the elderly this year, with more than 3,900 participants.
Build a service circle for the elderly
Shishi Rural Commercial Bank's care for the elderly has never stopped at the business hall. The bank has taken the initiative to extend its service tentacles to various elderly care institutions, actively integrated into various scenarios of the community elderly care service system, and created a "financial service circle for the elderly" for elderly customers.
Walk into nursing homes and other nursing institutions. The bank cooperates with elderly canteens, nursing homes, schools for the elderly, associations for the elderly, pension service centers and other pension institutions, so that financial services and elderly care can go out and deliver them to their homes, and carry out various festival activities, financial knowledge classes, free clinics and other public welfare activities to the occasions where the elderly gather, so that more elderly people can enjoy tailor-made special activities and financial classes.
Partnering with neighborhood centres to build activities. Actively give full play to the advantages of the "Cuobian Bank" of the Rural Commercial Bank, and work with the neighborhood center to jointly build a platform to provide various consultations and financial services for the elderly people who have needs or difficulties in home life, daily shopping, family education, etc., and provide "temperature to home" services such as door-to-door card application according to actual needs, so as to provide high-quality and efficient exclusive financial services for the elderly.
In March this year, Shishi Rural Commercial Bank Zhangzhou Xiangcheng Sub-branch cooperated with Youle Community to carry out the theme activity of free health clinic, and at the same time carried out on-site publicity on the theme of preventing and combating pension fraud, so as to send health services and financial knowledge to the elderly.
In 2023, more than 80 co-construction activities have been carried out, serving more than 2,400 people.
Create a dedicated service brand program
For the financial convenience services for the elderly, Shishi Rural Commercial Bank has launched an exclusive service brand plan of "three specializations and three hearts".Set up an exclusive "Happiness 99 Love Window", create an exclusive "Happiness 99 Customer Service**", and form an exclusive "Happiness 99" volunteer service teamEffectively improve the sense of access and happiness of the elderly and special groups to financial services.
Set up your own "Love Window". Set up an exclusive "love window" for elderly customers in each outlet, give priority to handling business for the elderly and special groups, reduce the waiting time of the elderly and special groups, and provide characteristic and convenient financial services to make financial services more "warm-hearted".
Create a dedicated customer service**. The bank has launched the "0595-36696336" exclusive service for the elderly and special groups**, providing voice services for the elderly, accepting service appointments for the elderly and special groups, door-to-door service appointments under special circumstances and other business appointment applications, further improving the availability of financial services for the elderly and making financial services more "comfortable".
Set up an exclusive service team. Set up a volunteer service team for the elderly, respond quickly according to the needs of elderly customers, provide exclusive door-to-door business handling and other services, further improve the convenience of financial services for the elderly, and make financial services more "satisfactory". Since the beginning of this year alone, it has provided more than 1,000 door-to-door services for elderly customers.
Launch a series of exclusive events
For customers with closer business relationships, Shishi Rural Commercial Bank has tailored a series of exclusive activities for them, including:Tourism outreach activities, picking experience activities, intangible cultural heritage handicraft activities, housekeeping service activities, etcThrough professional and meticulous organization, we give customers a high-quality experience.
For example, on the eve of the Spring Festival, Yongning sub-branch provided "loving housekeeping" services for elderly customers, and the staff of the outlets and professional housekeeping staff came to provide home hygiene and cleaning services together, so that customers called "too intimate".
Build a dedicated preaching team
The bank has set up a "Happiness 99" propaganda team, which is managed by the management department of the head office and undertakes the mission of "popularizing financial knowledge, improving financial literacy, and creating a better life together". At present, the propaganda team has formulated propaganda courses on the prevention of telecommunication network fraud, counterfeit currency identification, prevention of illegal fund-raising, etc., and has gone to various places where the elderly gather from time to time, such as various activity sites and associations for the elderly, to carry out in-depth publicity and education on financial knowledge.
Since 2023, more than 70 publicity activities have been carried out, so that elderly friends can learn more about financial knowledge, stay away from financial fraud, and protect the happiness of the elderly in their later years.
Set up an exclusive club
the lineWith the outlets as the unit, the "Happiness 99" club was establishedProvide exclusive financial services and various activity experience services for elderly customers, provide one-to-one financial knowledge answer services for club members, organize and carry out various exclusive activities on a regular and irregular basis, timely notify members of the latest activity information, product information and preferential activities, and provide exclusive birthday gifts for members.
Customize a loyalty card
The bank is aimed at elderly customersLaunched the "Happiness 99" point card and participated in the points exchange program. Cardholders can obtain designated points for business within a certain range of rules, and can redeem corresponding gifts when they reach a certain number of points.
The elderly group service is not only a requirement to fulfill the bank's social responsibility, but also a call for Shishi Rural Commercial Bank to "deeply cultivate Fujian and cultivate agriculture, agriculture and agriculture".
In the future, Shishi Rural Commercial Bank will continue to implement various service measures with practical actions, improve service quality and efficiency, extend service tentacles, deepen and refine pension finance, contribute to the "old people have support, old people have dependence, old people have fun, and old people have peace", and effectively write the "Shishi Rural Business Chapter" of pension finance.
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* Producer of Fujian Shishi Rural Commercial Bank: Cai Liang, Editor: He Feini, Producer: Cui Haihang.