E-banking promotion survey report

The Agricultural Bank of China Wenzhou Branch self-service equipment customer questionnaire survey number: 57 people education: 54 people in high school; 1 in the country; 2 people in the country;
Age: 20 years old or younger: 0 people; 20-35 years old 54 people; 36-50 years old 3 people;
First, do you usually use ATM? Occasional use accounts for 53%
Second, if you use ATM frequently, what is the reason? Too many people at the counter account for 94%
3. Which bank ATM do you usually use? Agricultural Bank 34% CCB 36% ICBC 14%
4. What is the reason for not using ATM frequently? Worried that security issues account for 73% will not use five, do you have to pass the self-service pass, mobile phone charges, transfer? Occasionally use 95%
6. Do you use the ABC card on other bank ATMs? Never use 84%
7. If there is any use, what is the reason? No agricultural land around 79%

The emergence of outlet self-service equipment and e-banking is an inevitable phenomenon. It is an expansion and evolution of the bank's business. With the people-oriented service concept, self-service equipment and e-banking solve a series of cumbersome problems encountered by customers in the daily counter business handling with its advantages of convenience, speed and low handling fee.
However, in terms of actual usage, the use of self-service devices is far less common than we have predicted. Customers do not use self-service devices as their main service target. It is often the case that the use of ATM, self-service and other self-service devices is considered when the queue is very serious. This has deviated from the original intention of introducing self-service devices.
As seen from the “self-service equipment questionnaire” of the ABC for customers, there are several outstanding problems in the use of self-service equipment by customers:
1. Self-service equipment is used because there are too many people on the counter.
2, the use of self-service equipment customer base is often high school or above.
3. There are not many people worried about security issues.
All of the above are the main factors that make the use of self-service equipment of ABC difficult to popularize.
The change from passive to proactive is the main improvement aspect for customers' willingness to use self-service devices. Therefore, we should start from the propaganda, through the media, advertising, brochures, staff dictation and other diversified ways to reflect the huge advantages of self-service equipment compared to the cabinet service, and let customers really feel this way Superior. Allows customers to be subjective and willing to use self-service devices. And efforts to allow customers to establish self-service equipment and countertop services is the same service nature concept, self-service equipment is to open up a new service channel for customers, rather than the subsidiary of the counter service. As a result, I believe that customers will have a great improvement in their understanding of self-service devices.
From the education of the customer base, it is seen that the operability of the self-service equipment is not strong, and the humanization is not thorough enough. Self-service equipment also has some operational difficulties for some low-educated migrant workers and elderly customer groups, which makes these customers unable to complete the business they need through self-service equipment, which makes them self-service equipment from another aspect. There is a conflicting mentality. Therefore, we should start from the research and development of self-service equipment, and make the operation more rational and humanized through technical means. For example, to reduce unnecessary buttons, too many buttons not only can not make customers feel the advantage of speed, but increase the difficulty of his operation; when the self-service device is used, the video is automatically played on the screen, so that The customer can promptly understand the procedures and steps of the operation; there must be sufficient reminders for abnormal or special operations to let the customer know what service status he is currently in, how to solve it, especially in some uncommon operations, Give customers a reminder.
The safety of self-service equipment is the most concerned by customers, and self-service equipment must be able to provide customers with protection. In particular, the rapid increase of a large number of off-line self-service devices, especially in residential areas, also has many off-line self-service devices. While the self-service equipment has deepened the lives of the people, it has also greatly increased the security risks. Various criminal methods using bank self-service devices as tools have emerged one after another. Many customers who are not skilled in operating self-service devices are often used by criminals to deceive and suffer huge losses. At the same time, the physical loss of the self-service equipment must also be controlled within a certain range, and the mechanical performance of the self-service equipment must be guaranteed.

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From the point of view of my current internship, self-service equipment often has physical failures, which brings considerable waiting time to customers. It can be seen that we should send special personnel to regularly check the performance of the self-service equipment, instead of repairing the machine in the event of a real failure. Because, from clear faults, to repairing personnel, to troubleshooting, there must be a certain amount of time during this period, which adds a lot of trouble to the customer base of self-service devices such as ATM, increasing their waiting time. Over time, users of self-service devices will be dissatisfied, so they will use self-service devices. In addition, regular safety testing of self-service equipment can also eliminate certain safety hazards, so that criminals have no room for self-service equipment. Reducing the possibility of self-service equipment passive hands and feet also increases customer confidence in self-service equipment.
Responsive reminders and warnings for self-service device users should not be posted in the form of text around the self-service device, which will give criminals a chance. Warnings and reminders should be displayed and highlighted on the screen.
As long as efforts are made on the efficiency, operability and safety of self-service devices, the popularity of self-service devices will become inevitable.
E-banking is similar to self-service equipment and is also an expansion of the counter business. But e-banking is more powerful than self-service devices and has more types of business. With the widespread use of computers and mobile phones, e-banking as a new banking platform model has gradually entered people's daily lives.
At the beginning of this month, Wenzhou Agricultural Bank launched the “Agricultural Bank's online banking to send K-bao, fashion online shopping is safer”, and the online banking promotion activities were very successful and very effective.
First of all, this activity is aimed at college students and faculty members. The customer group itself has a certain knowledge base and is willing to accept new things. At the same time, college students' online shopping consumption is also more common, and it is in line with the characteristics of online banking, which is really the best use. The selection of the customer group also opened a good start for the event.
Second, the entire process is relatively smooth during the activity. Attract customers by distributing small gifts and ordering at various living areas. At noon with relatively concentrated customer volume, the C-zone A+ team members have clear division of labor and good coordination, which makes the whole activity busy without chaos and orderly.
The organizers of the Agricultural Bank of China, with the spirit and material rewards, let us participate in the activities of the team members have a 12-point enthusiasm, invested in this event and brought quite good results. From the perspective of this event, ABC is still very sensitive in its marketing strategy.
As an emerging e-banking, online banking is bound to spread rapidly over a period of time, and ABC needs to compete with others. Therefore, ABC's online banking must have a place to attract customers, and must have special features and advantages that are different from other lines. Personally, the online banking launched by various banks, such as fund trading, foreign exchange and other functions, is already in place and does not show the characteristics of ABC. ABC's K-Bao is actually a good selling point. It not only makes the majority of customers have a new understanding of ABC, but also satisfies the customer's psychology. It will be a powerful means to win customers by releasing K Bao for free for a period of time.
In addition, as a network-based online banking, you should take advantage of the network and reflect the sense of speed in updating and consulting information. And network security also needs special attention and strengthening. From the perspective of my personal use of online banking, there are some problems with the online media of ABC's online banking. Instability is a major problem that needs urgent improvement and resolution. The instability of the network is not only reflected in the speed of access, but also in the production and validation of the certificate.
In a word, the construction of bank outlets and the diversification of channels can not be created overnight and can be formed. Similarly, we need a corporate culture that can support the development of the entire bank. The key to channel construction is to be able to persist, seek change in stability, seek breakthroughs in change, and find a new path suitable for survival and growth.

Fang Chao
2007-03-17
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