During the epidemic, this native rural commercial bank did these things

[51CTO.com original article] Spring has not yet arrived, and winter has not yet gone. The weather in early March is still a bit chilly. The sudden outbreak of the COVID-19 epidemic has disrupted our Spring Festival plans and has also brought varying degrees of impact to all walks of life, including financial institutions. As an important member of financial institutions, rural commercial banks have been competing with Internet finance while also responding to the sinking of services provided by large state-owned banks. Now they are also affected by the epidemic, which can be said to be a thorny road.

Recently, Liu Zhenting, general manager of the Information Technology Department of Hetao Rural Commercial Bank, accepted an exclusive interview with 51CTO. During the interview, we learned that for this financial institution born and bred in Bayannur, physical outlets are still the main and most concentrated customer acquisition channels and marketing venues. Limited by factors such as the construction of Internet financial channels, in the face of sudden epidemics, most outlets cannot open for business and cannot effectively reach customers. In order to resolve the contradiction between contact services and epidemic prevention and control, the bank implemented "hard-core" measures, and launched a comprehensive, key-focused, cost-reducing, quality-enhancing, and implementation-oriented financial combination punches, contributing to the strength of Hetao Rural Commercial Bank in the financial war against the epidemic.

Building internal and external information linkage for financial technology products is a challenge

Liu Zhenting has been working at Hetao Rural Commercial Bank for more than ten years and is currently responsible for the bank's information construction. He not only has rich experience in information technology project management, but is also very proficient in the development, design and operation and maintenance of financial transaction systems and business process management systems. He has presided over many projects, such as wealth management product management system, wealth management sales dual recording image management system, customized deposit product management system, data application platform/automatic reporting system, etc.

When asked about the current situation of Hetao Rural Commercial Bank, Liu Zhenting said frankly that in recent years, it has successively built online banking, mobile banking, WeChat banking and other channels, but the products are still not rich enough and the service means are relatively low. In the future, it will gradually build and improve remote banking, enrich services, and solve the problem of "face-to-face" handling of complex offline banking services. In the future, electronic identity identification systems and bank external marketing systems will also be built. Banks can adopt online community marketing methods. If customers need to handle related business, they can handle it directly online "without contact". For example, in credit card processing, merchant data collection, financial fund signing, online finance, corporate account opening, signing of tripartite custody and other businesses, mobile banking can be used to use remote banking combined with eID to realize on-site business handling, which is equivalent to mobile "extension" of bank outlets.

Liu Zhenting said that the Hetao Rural Commercial Bank's points operation mall is currently under intensive construction, with the goal of building this mall into an intelligent points platform, calculating customer and teller points through multiple channels and dimensions such as deposits, loans, multi-business handling, referrals, etc., and operating a points consumption mall system covering JD Mall, offline merchant consumption, hall mall, etc. It is also hoped that this platform can empower account managers in many scenarios outside of the bank, continuously provide them with marketing and services, further cultivate individual customer stickiness, and enhance customer loyalty.

Because all business systems and data of Hetao Rural Commercial Bank are hosted by the Provincial Cooperative Bank, the linkage of internal and external network information is a major difficulty in the construction of the points-based operation city mall. The current response is to deploy a front-end system in the Provincial Cooperative Bank to obtain customer business information in real time, so as to generate and cancel points in real time.

Financial technology supports classified measures and online business

Due to the impact of the epidemic, routine business that could be handled easily and quickly on-site in the past has become a problem. In addition, due to the particularity of the financial industry, can various types of banking business be carried out normally under the premise of effectively preventing epidemic risks?

Liu Zhenting said that since the outbreak of the epidemic, Hetao Rural Commercial Bank has taken the initiative, used the power of financial technology, actively communicated with regulatory authorities, and, under the premise of compliance, tried to make the entire business acceptance process online as much as possible. At the same time, it actively connected and implemented policies in a classified manner to ensure that the service is convenient, fast, accurate, effective, and comprehensive.

Online business . We have innovatively implemented the "no-face-to-face loan" emergency credit service model, which automatically generates pre-credit limits through online applications, appointments, and submission of materials, and quickly responds to customer financing needs.

Active connection. Formulate special measures of "four no-face-to-face meetings and six major measures" to strengthen financial services during the epidemic, focus on spring ploughing and preparation, poverty alleviation, and resumption of work and production of enterprises, break the routine, handle urgent matters urgently, and handle special matters specially, open up a "green channel" and ensure that loan funds are put in place in a timely manner, under the premise of controllable risks.

Classified measures. Actively carry out special activities such as visiting key enterprises and returning visits to existing customers, formulate personalized financial support plans as soon as possible, implement differentiated preferential policies, and handle them flexibly by classification.

Use scientific and technological capabilities to consolidate the foundation and explore high-quality service models

When asked about the development trend and planning of rural financial institutions, Liu Zhenting was very clear and shared his views from the following three aspects:

First, we will continue to improve various application systems and enrich rural financial services. While providing farmers with financial services such as deposits and withdrawals, wealth management, and payment settlement, we will actively explore the construction model of online payment systems such as rural e-commerce, support changes in rural production and lifestyles, and agricultural product trading methods, and promote the transformation of business expansion methods to networking. We will increase the construction of intermediary business systems, enrich intermediary business varieties, expand the functions of collection and payment services, strengthen the information exchange capabilities between our bank and the business systems of institutions such as the New Rural Insurance and the New Rural Cooperative Medical Care, give full play to the advantages of multiple outlets and wide coverage, and continuously meet the new financial service needs of rural customers.

Second, we will strengthen the construction of management information systems and improve the level of scientific decision-making. We will improve the reporting system and consolidate the data foundation. On the basis of strengthening data accumulation, we will improve customer-centric data analysis capabilities; we will actively explore the establishment of an operational decision support system to further improve operational decision-making capabilities and reduce operational risks.

The third is to cooperate with the autonomous region’s cooperative bank to accelerate the construction of direct banks, explore new service models, promote the online, platform-based, and scenario-based financial services, and establish a new Internet financial service ecosystem.

[51CTO original article, please indicate the original author and source as 51CTO.com when reprinting on partner sites]