A 'customer-oriented digital financial ICT marketing system' is soon to be released. It will offer customized financial services for customers by reflecting not only the customer's financial behavioral data but also their lifestyles.
SK Inc. C&C announced on the 17th that it has started a project to build Shinhan Bank's 'The NEXT Marketing System'.
The NEXT Marketing System is aimed to be part of ‘the NEXT’, Shinhan Bank's futuristic digital banking system. Through customer contact points such as branch offices, the Shinhan SOL application, and customer support centers,
data such as customer records/contacts, customer relationships, transaction types, various types of contract information such as credit/receipt/investment/insurance records, and financial benefit information will be merged into individual customer profiles. Thus, providing a means of customer-centric seamless marketing.
SK Inc. C&C will build a 'customer data and experience platform', supporting the implementation of 'hyper-personalization financial services' that identifies customers' financial needs in advance.
It will collect and analyze unstructured data such as customer voice, text, and logs by combining it with structured data such as customer personal information and transaction information. Through this, pre-existing transactions and consultations will be able to be seamlessly connected whenever customers access any one of the twenty-two banking channels, for example, Internet banking, the SOL application, branch offices, phone-banking, or online chat consultation.
It will automatically recommend financial products and services that meet customer needs by analyzing their consultation and transaction history, which products they currently possess, and their financial preferences.
A 'digital integrated marketing system' for swift customer-centric decision-making will also be built. This will provide real-time marketing for interested customers by detecting in real-time customers’ reactions and behavioral changes as a result of campaign execution and defining the target customers of the marketing campaign.
It will also provide an interworking process with a financial contents bank for customized customer proposals to increase customer financial satisfaction. Furthermore, it will provide a dashboard for integrated management of marketing campaigns, providing real-time monitoring and analysis of real-time campaign progress channel by channel, changes in customer interest, and consultation content.
The system will even provide a marketing portal and intelligent consultation navigation system for bankers. Starting with basic customer information, information such as customer analysis, customer interest, events related to the transaction, interest rate, and exchange rate, etc. will be selected according to the type of business transaction, and the necessary information will be provided immediately without a separate search process. When the consultation is complete, the results will be automatically registered and made possible for use during future consultations with the customer.
In addition, SK Inc. C&C has plans of building a financial marketing-based system such as a channel-integrated product sales system, content bank system, and rewarding system.
According to Jedoo Park, head of Financial Digital 1 Group of SK Inc. C&C, “Through The NEXT Marketing System, Shinhan Bank customers will be able to receive proposals for optimal financial products, suitable for them regardless of which financial channel they use.”
By Staff Reporter Hochun Ahn hcan@etnews.com