Text/Han Lu
Under the theme of reducing costs and increasing efficiency, digital transformation is always mentioned repeatedly.
What is digitalization? What does digital transformation mean for a company? Each school has different understandings.
Google believes that digitalization uses various cloud technologies to optimize business processes and customer experience. Amazon defines digitalization as business change.
As one of the earliest companies to practice digitalization, Ping An tried the waters of online sales and telemarketing platforms in the late 1990s and started a cross-border transformation of technology.
20 years later, Ping An Chairman Ma Mingzhe defines digitalization as the basic project to promote the progress of human society and enhance productivity in the hierarchy of human beings, and is a revolutionary progress in improving their cognitive level and capabilities in hierarchy.
In his opinion, "digitalization is not only a technological revolution , but also a cognitive revolution, a revolution in human thinking and behavior patterns."
Ping An interior, a digital storm is blew.
concretely "enable"
When people mention the value of digitalization, they always use the word "enable", and its original meaning is very abstract. Ping An’s digital transformation aims to embody “empowerment” and become the ultimate product and service experience.
Ping An's digitalization takes root in the business and often starts with a blueprint or planning. After being jointly built, it is finally implemented in various forms. It may be a new business process or SOP, a new system platform, or even some tiny system upgrades, or some new data.
After years of accumulation and development, these changes have woven into a digital network, covering the details of business operations, completing rapid iteration and transformation, and revitalizing traditional businesses.
As Ping An’s basic market, life insurance is one of the businesses that significantly benefited from digital transformation .
Ping An Life 's exploration of digitalization can be traced back to 1999. The life insurance reform started three years ago is also aimed at adhering to the concept of "customer-centered" and achieving comprehensive digitalization.
Nowadays, the working methods of life insurance agents have changed greatly. They are called "AI+Agents". Everyone has a personal AI assistant "Askbob" around them, and they are ready to provide support.
Ping An Life has also solved the customer service problem of the industry's difficult "orphan order" in a digital way.
"orphan order" is a difficult problem recognized by the industry. After the business developer resigns, these insurance policies need to be transferred to new business personnel for subsequent services. There may be a service vacuum period during the handover process. The new takeover personnel do not know much about the service, or the service is selectively discontinuous. After a long period of accumulation, customer satisfaction will decrease, and even cause customer complaints.
In the past two years, the life insurance industry agents have changed drastically, and the problem of orphan orders has become increasingly serious.
As early as five years ago, Ping An Life began to conduct research and layout on related topics. After continuous iteration and exploration, it has undergone many upgrades, from the initial offline operation to the main focus of online operation, and then to the joint operation of online and offline operations, from the traditional continuous charging, to the later service-oriented charging, and then to the comprehensive operation of service first and then sales, digitalization is helping "orphan single" customers not be alone .
Inside life insurance, the "orphan order" operation is summarized into three basic links: "rebuilding contacts, continuous service, and mining sales". After digital empowerment, each link is reshaped to form a sustainable "orphan order" service "new model".
In the "rebuilding contact" stage, digitalization helps long-term communication, so as to achieve a wider coverage of "orphan order" customers with fewer business personnel;
In the "continuous service" stage, digitalization helps warm services, not only greatly improves customer experience, but also increases the continuation rate, customer coverage rate and customer satisfaction of "orphan order"; in the "exploration of sales" stage, digitalization helps "orphan order" customers operate more efficiently, save worry, time and money. After rebuilding contact and continuous service, the digital system will accumulate process information for interaction with customer service under the premise of obtaining customer authorization. will generate customer "business map" after analysis of "Business Brain".
In fact, the "Business Brain" includes dozens of business links, hundreds of service types, and thousands of business sub-nodes. When the customer dynamics change, it will guide service personnel to choose a more suitable way to complete the "last mile" of services.
Finally, life insurance has built a 1+4+N online and offline joint operation platform to support the entire process of digital orphan single customer operation. 1 platform (operation brain) and 4 channels (phone, qiwei, App+ mini program, community grid) supports N customer operation scenarios and reshape customer operation.
Digitalization in life insurance not only empowers agents, but also greatly improves customer experience. At present, Ping An Life is also exploring a new model of community gridization, deepening its community, and further strengthening basic management, aiming to provide customers with higher quality services.
feeds back to
"Tao gives birth to one, one gives birth to two, two gives birth to three, and three gives birth to all things." This sentence in the "Tao Te Ching" vividly reveals the process of digital transformation, which will not be achieved overnight, but must be progressed step by step. It is a means rather than the ultimate goal and cannot exist independently. It must be closely combined with the business to achieve the effect of "reducing costs, increasing efficiency, and improving quality".
As Ma Mingzhe understands the value of digitalization to enterprises: Smart operation, improve management, prevent risks, optimize services, and reduce costs . These characteristics have been fully reflected in Ping An’s internal business.
Take Ping An Bank as an example. Its digitalization process has gone through three stages: cultivating internal strength, improving customer service, and then empowering four stages.
in the early stage, digitalization has completed the "foundation", "online", "automation" and "intelligent". The current digital business development has entered the "strong application" stage. By empowering customers, empowering operations, empowering management, and empowering risks - the "four major empowerments" superimposed by innovation in business models, we can achieve continuous growth in revenue, and the overall results of the continuous expansion of per capita revenue and cost-to-revenue ratio of "tower".
Ping An Bank is also launching a new digital banking concept internally, including "open banking", "AI banking", "remote banking", "offline banking", "integrated banking", etc.
In terms of corporate business, Ping An Bank has launched the digital loan excavator project. In the
project, sensors installed on the excavator collect working data in real time on the equipment, and passes the data back through the Nebula Internet of Things and performs modeling and analysis of .
Based on this, Ping An Bank has approved the corresponding loan amount for the end user.
focuses on the three major tools of "reshaping process", "intelligent management" and "intelligent risk control". Ping An Property Insurance is also constantly achieving innovative development.
Take the entire operation process of auto insurance as an example. From auto insurance sales, underwriting and issuing policies, daily services, to auto insurance claims and policy renewal, these links are subdivided into more than 300 subdivided processes. Through digital transformation, 90% of the processes can be online.
After phased transformation and development, Ping An Property Insurance has achieved a growth of more than 30 billion in premium income, the production capacity of all employees has increased by nearly 75%, and the customer satisfaction rate has reached 99% .
As the centralized backend of Ping An Group , Ping An Financial Services' goal is to improve the backend operation efficiency, help Ping An reduce operating costs, enhance risk control capabilities, and serve Ping An's customers, sales and operations.
After 4 reforms and upgrades in 22 years, Ping An Financial Services has gradually built itself into a leading "support center", forming a customer-centric, one-stop, and standardized comprehensive financial operation backend, realizing eight aspects of concentration in customer service concentration, financial concentration, seal concentration, and personnel concentration.
Take Ping An 95511 customer service as an example. It serves 36 subsidiaries of Ping An Group, and the html service volume in 5 years is 1 billion people. Through continuous intelligent upgrades, AI services have reached 830 million.
In terms of centralized seal management, Ping An Financial Services has connected with Ping An Group's 405 business systems, and the seal type has achieved 100% coverage. At the same time, using technologies such as intelligence, digital, and blockchain fully ensures the automation and risk reduction of printing processes.
Digital Puhui
Ma Mingzhe realized very early that the market competition in the digital era will be more intense, and winners will take all. He once issued an order to all employees of Ping An in China - comprehensive digitalization will surely become the "ballast stone" and "leader" of Ping An's sustainable development.
His understanding of digitalization has gone beyond the financial and economic fields. In Ma Mingzhe's view, digitalization has higher social value. The practice of digitalization should not only be in the financial industry, but from serving customers to serving the society, digitalization will benefit everyone .
Ping An Bank is the first financial institution in China to jointly launch IoT satellites with partners, the first commercial bank to build a new supply chain finance of "world integration", and the first transaction bank to develop satellite terminals .
In February this year, the "Ping An 2" Internet of Things satellite (Apocalypse 19 star) was equipped with the Long March 8 carrier rocket , successfully entering the predetermined orbit. This is a new member of Ping An Bank's "Nebula IoT Plan" after the successful launch of Ping An 1 at the end of 2020.
Compared with No. 1, the "Ping An 2" communication link is more stable and has a higher communication success rate. It can effectively reduce the cost of terminal laying and use, and make it possible for small and medium-sized enterprises to afford consumer-grade satellite communication .
As of the end of 2021, the Nebula IoT platform had more than 11 million devices, served more than 12,000 corporate customers, and supported financing amounts of more than 300 billion .
No matter where corporate customers are, even in remote areas such as mountains, oceans, deserts, etc., terminal + satellite communication can transmit business data to banks in a timely manner.
digitalization has played a key role in promoting the " Sancun Project ". For example, Ping An Property Insurance actively promotes digital index insurance business, involving new agricultural insurance business scenarios such as meteorological index, price index, and output index. insurance target includes nearly 50 varieties such as pigs, eggs, and potatoes.
During the heavy rainstorm in Henan last year, Ping An’s subsidiaries, including life, production, health, and silver, urgently introduced a number of emergency measures and green claims channels.
Some customers took self-service photos of waterwalk through good car owners App, and Ping An Property Insurance directly completed online quick compensation through remote damage determination.
During the epidemic, Ping An Puhui , a small WeChat loan service agency under Lufax Holdings, launched an AI intelligent solution - Xingyun. With artificial intelligence as the core, it transformed the small WeChat loan business process, greatly reducing the waiting time.
Under this solution, the breakpoints of the loan application process of Xiaowei customers have been reduced by 47%, and the average time-consuming application process has been reduced by 44%. Through the Xingyun system, many customers have completed the entire process from application to loaning remotely.
In order to deal with the aging social problems, Ping An relies on online smart housekeepers and smart audio terminals to realize the interconnection of nearly 100 front-end devices, prevents 29 risks for elderly people at home all day, integrates medical resources at the back-end, and arranges online general practitioners to conduct rapid consultations around the clock.
Technology changes life, and digitalization goes from serving enterprises, serving customers to serving society, and ultimately empowering people's daily lives.
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