OREANDA-NEWS. October 25, 2011. ICBC 2011 Product Innovation Day & Product Experience Month was kicked off in a ceremony held on October 10 in Beijing. The event was packed by nearly 100 ICBC customers nationwide. They were invited to experience the latest innovative financial products from ICBC, reported the press-centre of ICBC.

ICBC announced 23 new innovative products during this year's Product Innovation Day and let customers have the first-hand experience. Among the latest offering, there were mobile banking and online banking with special mobile financial services, "Mobile Credit Card" using mobile card as an account for fast contactless payment. Moreover, customers showed strong interest in three new services: "Intelligent Telephone Banking" - automatic voice recognition (AVR) and fast positioning of menu, "Online-Offline Joint Service" - for personal customers to apply in advance online and continue the service at the counter in the shortest span, and "Easy Finance Link - Online Merchant Finance", a service designed for small-and-micro enterprises.
 
This is the second year of the activity, as related by an ICBC executive. In last year's First Product Innovation Day, ICBC invited customers to meet face-to-face with ICBC product designers and visit the Bank's product R&D and business running environment. They were free to give any feedback and experience about using ICBC products. Through the activity, customers had better understanding about ICBC products. ICBC solicited the requirements, suggestions and opinions from the customers about the financial products for innovation and improvement. This year, ICBC added Product Experience Month in order to let customers to participate more. During the activity, ICBC will promote new products, new services to all across the country. Customers are invited to use and experience ICBC products and give feedback, opinions or suggestions anytime. ICBC also collects essays from the customers writing their experience. The ultimate goal is to look at what customers require to improve services and customer satisfaction level.

Mr. Wang is a customer from Beijing. This year is his second time joining ICBC's product innovation activity. Mr. Wang said: "As an ordinary customer, in the past I had little choice but to accept the financial services provided at the outlets. Now I can take part in the activity. I can experience latest financial products in advance, and more, I can suggest how to improve the product based on my experience in using it. I am especially happy when I see my suggestion is accepted by ICBC".

In recent years, ICBC has launched a wide range of new products and new services to cater the needs of the customers, becoming a bank with the most number, the most complete range of products in China's financial market. As of today, ICBC has launched more than 3,000 different financial products spanning all business segments covering capital market, monetary market and insurance market. The ICBC executive said, the bank is taking the activity as an opportunity to keep close contact with the customers during the whole process from product design to launch. Continuous effort will be spent on product innovation and service improvement, keeping in mind what are the requirements of the customers. The bank aims to create more "star" products which deliver much better user experience and high customer satisfaction level.