OREANDA-NEWS. August 22, 2014. Lately, Agricultural Bank of China Limited (ABC) won the “Credit Card Innovation Award of the Year” in the China Banking Development Forum 2014 & the 2nd Banking Industry Selection Activity sponsored by sina.com.cn.

In recent years, based on customer needs, the credit card unit of ABC has centered on the innovation of products, channels, services and management, and actively promoted the online and offline integrated development model for the credit card business in five aspects. Firstly, it has realized online and offline integration of the credit card business, promoted Internet-based channel innovation, facilitated new card application by mobile or Internet-based means, and realized full coverage of flagship outlets in key areas nationwide. Secondly, it has established a social network platform, deepened customer service and relationship marketing through its credit card WeChat and Weibo platforms, and developed a stable customer base of several million via new media platforms. Thirdly, it has further mined customer data, gradually formed tiered marketing, and actively extended financial service entrances. It effectively boosted customer loyalty and satisfaction through effective application of the customer data value and accurate maintenance of customer relations. Fourthly, it has adopted a future-oriented product life cycle management concept. It has followed the customer-centered service principle, developed a series of industry-leading new products and improved product sequence and the basic credit card product system. Fifthly, it has realized management innovation, and boosted customer satisfaction and operational effectiveness by optimizing key businesses throughout the whole process.

In 2014, the credit card unit of ABC has continued to implement the financial innovation-driven strategy, launched the "ABC credit card 360-degree upgrades services", and advanced its operations from the "product service" era to a service brand era centered on "customer experience". Firstly, it has consistently promoted service model upgrading, fully implemented its customer-centered operational philosophy in terms of regulations, processes and service quality, and further facilitated the dissemination of its service brand of "growing with customers" by 360-degree upgrading of services.

Secondly, it has exercised customer life cycle management and tiered customer management by means of data mining, constantly improved customer experience, and endeavored to enhance brand acceptability, customer activity and loyalty.

Thirdly, based on customer group analysis and customer demands, it has launched such key products as business travel products including Oriental Charm International Travel Card, Kins International Travel Card,, products for women including Beautiful Mom and Kins Tennis Platinum Card. It enhanced the card use experience of customers through card issuance cooperation, implemented cross-industry cooperation, consolidated quality resources and offered value-added services to credit card holders together with 800,000 contracted merchants.

Fourthly, it has stepped up targeted marketing by combining internal and external data, and enhanced industry cooperation, to built an attractive merchant network with extensive coverage. It has built the "Enjoy Saturday" brand, and formed an online and offline integrated value network that serves the broadest customer base.

In the future, the credit card unit of ABC will accelerate innovation, consistently diversify and optimize the credit card products and services system, strengthen industry cooperation and actively embrace big data. It will fully apply the concepts of real-time marketing, platform-based growth, interaction and sharing to the development of the credit card business, striving to become the most favorite credit card brand among customers.

The contest was reportedly sponsored by sina.com.cn, and the winners of major awards were selected through 1.5-month online voting and ballot casting by over 100 institutions and expert judges. They were appraised against three indicators – number of credit card users, credit card brand awareness, and convenience in card opening and operation.