After China Construction Bank, Postal Savings Bank, Everbright Bank, Bank of Jinzhou and other banks reduced the number of apps, commercial banks have also begun to "downsize" wechat mini program channels.
Recently, the "Bank of China Insurance News" reporter noted that the Bank of Communications credit card center recently announced that it will shut down the Bank of Communications "pay bar food Hui" wechat mini program on July 3, and some functions have been migrated to another wechat mini program "Bank of Communications Credit Card".
At present, commercial banks are accelerating the improvement of online operation channels, in addition to the realization of mobile banking, video banking, open banking, wechat mini programs and other all-channel coverage, how to improve the operational efficiency of each track is also the key to break the game.
Integrate wechat small program to simplify the complex
It is understood that the "pay bar food Hui" wechat mini program is a small program of the Pacific Credit Card Center of the Bank of Communications, which mainly provides voucher preferential rights and interests for credit card holders, and new users can also submit card applications through this small program. For the reasons for the closure of the wechat mini program of "Buy single bar food Hui", the reporter of the Bank of China Insurance News called the official customer service of the Bank of Communications, and the other party said that it was mainly due to "business adjustment". After the shutdown, relevant services can continue to be used in the "BOCOM Credit Card" wechat mini program.
In the interview, the reporter of "China Bank Insurance News" noted that the business adjustment had limited impact on the user experience of the Bank of Communications credit card customers.
Four customers who frequently use BOCOM credit cards all said that compared with wechat mini programs, the "Pay bar" APP of the official mobile phone client of BOCOM credit card is used more frequently and has more complete functions, which is the "just need" for points exchange and bill inquiry.
When applying for a card, bank account managers also recommended downloading apps more often. In contrast, wechat mini programs do not have a strong presence.
According to the annual report, the Bank of Communications upgraded and released the APP6.0 version of the "Pay bar" in 2022, adding a series of livelihood scenarios such as rural revitalization and Yanxuan Huipurchasing.
At the end of the report period, the APP accumulated 75.07 million cardbound users and 25.4373 million monthly active users, and the usage rate of financial scenarios and non-financial scenarios was 82.79% and 66.23% respectively.
Why do small programs become "chicken ribs"?
Yu Baicheng, chief researcher of Thick Snow Research, introduced that compared with bank apps, wechat mini programs have the advantages of having a large number of users, no need to download, easy to use, and low development and operating costs, so it has become one of the channels for some banks to operate on mobile terminals to gain customers.
"However, after a long period of operation and market changes, some wechat mini programs are not active enough, their functions are repeated with flagship mini programs, and there is no need to exist, and choosing to shut down can more concentrate operational energy and resources." Yu Baicheng said.
According to the analysis of a large bank account manager, from the design point of view, after the credit card approval, the customer can activate the credit card directly on the APP, and the future repayment is also very convenient; On the other hand, wechat mini program requires the customer to receive the physical card or query the card number on the APP before activating the operation, which may affect the customer's card usage rate. Therefore, the banking staff recommends that customers download and use the APP.
Bank channel construction should not be greedy
At present, it is not uncommon for commercial banks to streamline APP, wechat mini program and other channels.
Recently, many banks, including China Construction Bank, Postal Savings Bank, Everbright Bank, Bank of Jinzhou, etc., have integrated migration APP initiatives. "Under the 'anxiety' of digital transformation, some banks have developed a lot of apps and wechat mini programs, which is easy to cause the data information in the bank to be separated, and it is difficult for users to choose to use." After some apps and small programs went online, the follow-up operation and maintenance were rarely followed up." Dong Ximiao, chief researcher of Zhaolian Finance, pointed out that in recent years, many banks have done "subtraction" for online channel operations: integrating too many wechat mini program functions into apps, and "merging similar items" for apps with similar functions.
Dong Ximiao suggested that commercial banks, especially small and medium-sized banks, should not be greedy. Compared with the quantity of competition, it is more important to improve the user experience by improving the service efficiency through a unified entrance.
"The chairman and president of the bank must use their own mobile banking APP more and put forward three suggestions for improvement every year." This will play a good demonstration and driving role in the whole bank, and improve the enthusiasm of the research and development and operation teams." Dong Ximiao said.
Reporter Xu Yupeng
Editor Wang Mengying
Editor: Li Linlin