OREANDA-NEWS. November 13, 2013. Agricultural Bank of China Limited (ABC) recently upgraded its “Kins QQ Credit Card” WeChat account into a credit card smart marketing platform.

The platform is designed for both cardholders and back-stage management teams of ABC. In the form of a public WeChat account, it also allows credit card business by both loading the automatic marketing system and merchant management system and fully using the “micro-payment” channel.

By using featured functions such as micro-marketing, micro-inquiry, micro-customer service and micro-payment, customers can temporarily adjust credit lines and inquire into bill balances, credit lines, bonus point balances and application progress via their WeChat terminals. Moreover, the ABC WeChat platform simultaneously introduced a lively WeChat image “Kaka”, which joyfully interacts with customers and improves their service experience with its vivid cartoon image and individualized expressions.

In recent years, as an important service channel to customers, ABC has been actively promoting innovation of credit card products, transformation of marketing modes, and change of service approaches. At the end of 2012, ABC issued the QQ co-branded credit card in cooperation with Tencent and launched the “Kins QQ Credit Card” WeChat public account. This was the first collaboration between a credit card and WeChat ever, allowing the release of credit card marketing information and inquiry of merchants. By now, over two million ABC QQ co-branded credit cards have been issued, and more than 600,000 card holders have “friended” its WeChat public account. This recent launch of the smart marketing platform is dedicated to creating a marketing and exploration mode via mobile Internet. It allows ABC to tap into its existing advantages and cultivate dynamic competitiveness featuring wider participation, better coordination, lower intermediate cost and more convenient operation. It also positions ABC to develop its core advantages in mobile Internet and win ever broader market in the age of Internet finance.

According to a principal of ABC credit card division, the upgraded WeChat platform improves the operability of the whole-process service functions of ABC credit cards and the access of card holders to convenient services. Automatic management modules such as credit card application, information inquiry, daily payment, booking for business and travel, balance change notification, repayment and transactions, and smart customer service are all activated. In order to help customers access to service staff, the platform integrates the smart voice and semantic recognition system to realize natural language interaction and automatic reply from individualized marketing responses. It also connects multiple customer service systems to enrich access channels to online service staff and promote transformation from one-way to two-way information exchange.

In addition to meeting the existing credit card business demands, the platform will provide an all-round comprehensive marketing service system. First, a WeChat platform-based credit card merchant management network system will be developed for both online and offline real-time interaction with customers. Second, a WeChat platform-based bankcard coupon management system will be developed for coupon management, customer reservation and automatic marketing information push. Third, by using distinctive marketing methods of mobile finance such as SNS marketing, PUSH advertisement placement, cell phone pre-loading, cell phone application, and ranking and promotion of application markets, it will form a We-media path for ABC credit cards. In this way, practical applications are provided to improve customer satisfaction, and a We-media marketing and smart customer service platform will be established featuring frequent interaction, high accuracy, and timely and flexible responses to market.