One bank that has benefited from CCM is Ping An bank in China. After implementing a customised integrated billing management system, the bank is now able to import data in different formats from multiple sources to produce documents across multiple channels including paper, online, SMS/MMS, and fax. The system also allows the bank to provide personalised promotions through dynamic documents which enable the recipient to interact with the data, reformatting it or drilling deeper to display more information. In addition, the system enabled Ping An to track responses and customer interest in order to fine tune its offerings.
Q: If banks are all moving towards digital banking and services, is there a future for physical branches or banking locations?
Wong: While there is no doubt that digital banking is growing, there will still be a segment of customers that will prefer face-to-face communications from brick and mortar bank branches. These physical banking locations will thus remain to cater to this group of customers.
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