OREANDA-NEWS. May 07, 2014. Agricultural Bank of China Limited (ABC) held the “Serving for the Future” press conference in Beijing, at which it announced its 360-degree Service Upgrade for credit card and launched the Pretty Mom Card.

The launch of “360-degree Service Upgrade” indicates that ABC Credit Card has progressed from the age of product service to the age of service brand building centered on customer experience. At the press conference, ABC also launched a new credit card product - the ABC Pretty Mom Credit Card - jointly with China UnionPay to further consolidate its 360-degree credit card service system.

“360-degree Service Upgrade” is a comprehensive upgrade of credit card services implemented by ABC Credit Card amid the rapid development of the internet and new media and based on its profound insight into the needs of target customers. Integrating new technologies and new thoughts and optimizing functions in the whole process, the activity is aimed to provide customers with “safe, quality and convenient” credit card experiences. It is a result of ABC Credit Card’s energetic implementation of financial innovation-driven strategy, and also displays its resolution to realize common value growth for itself and customers through continuous service upgrade and brand reshaping.

It is learnt that ABC Credit Card’s “360-degree Service Upgrade” is an all-round service upgrade activity covering such aspects as functionality upgrade, setup of service platform, improvement of service skill, expansion of service channels, reinforcement of customer communication, and integration of partner resources. It includes three major moves - upgrading five key services, raising service standard, and participation of customers and partners.

Regarding upgrading five key services, “360-degree Service Upgrade” aims to enhance customers’ credit card experience in five major aspects - security guarantee, low-cost travel, convenient life, consumption-based wealth management, and mobile service. 360-degree security guarantee intensifies the protection of customer rights and interests through ten security measures, including SMS and WeChat notice of account change, 24h monitoring of fraudulent trading, 72h embezzlement insurance + 24h loss reporting at customer service, and 3D verification for overseas online payment. 360-degree low-cost travel provides all-sided and diversified business travel services and quality business travel experiences based on a profound insight into customers’ consumption behaviors and with a wide range of products and services.

There is a whole series of travel card products such as global travel card free from currency exchange fee, card that provides swiping reward, and card with consumption rebate. 360-degree low-cost travel also offers services like ATL and BTL reservation on business trip platforms, low-cost travel routes, as well as network of domestic and foreign outlets providing premium business trip services. 360-degree convenient life leverages on ABC’s more than 700,000 ATL and BTL merchants to introduce the “Happy Saturday” brand, and works with industrial merchants to provide card holders with premium and enjoyable consumption services. 360-degree consumption-based wealth management initiates installment for foreign currency, bills and consumption, and works with merchants that meet target customers’ needs to jointly provide premium installment services. Its “Card Classroom” also offers information about consumption and wealth management for customers anytime anywhere.360-degree mobile service launches the WeChat smart service platform, business trip service platform, mobile card application on pad, e-wallet, mobile payment and other trendy and convenient payment means. With innovative technical applications, 360-degree mobile service effectively integrates data analysis and matching with resources, and proactively joins the mobile payment trend to launch smartphone POS, QR code payment, smartphone payment, virtual card and other innovation services. It uses the smart WeChat platform to have real-time communication with credit card users, so as to provide them with easier and smarter mobile e-services.

Regarding raising service standard, ABC Credit Card has conducted user satisfaction surveys for many years, implemented full-life-cycle customer management, and used panoramic customer management views. On that basis, it optimizes customer chain process, deepens customer loyalty management, and establishes a series of scientific business tactics and management processes including account activation, reward points, pinpoint promotion, quota management, product upgrade, credit business and customer retention. The purpose is to comprehensively upgrade services for all credit card holders across the board, in terms of process, customer, region, card and service channel.

Regarding participation of customers and partners, ABC Credit Card will launch such programs as “360-degree Listening”, “360-degree Discussion” and “Top 10 Service Star Competition”, and open special mailbox and WeChat platform, in a bid to build a 360-degree service system together with the public, card holders and partners.

It is also learnt that ABC Pretty Mom Credit Card is a UnionPay product jointly launched by ABC and China UnionPay to provide convenient and premium services for urban females, and is an important component of the 360-degree service system. Focusing on the card needs of young moms, ABC Credit Card has joined hands with a number of well-known brands such as GoodBaby, Disney English, OCT Mami and Bao Da Xiang and issued cards through both ATL and BTL channels. Committed to bringing a fashionable and convenient lifestyle to pretty moms, the new credit card offers abundant privileges in infant stores, health and beauty service, and childhood education, etc.

With the launch of the “360-degree Service Upgrade”, ABC Credit Card will insist on the financial innovation-driven strategy and keep upgrading its products, functions and services. Based on colorful brand activities, continuous customer communication, ATL and BTL financial services and cooperation with industrial partners, ABC Credit Card is set to achieve 360-degree satisfaction of credit card holders, merchants, partners and employees.