银行业数字化转型重点问题研究——数字时代下的客户体验演变与转型路径

Research on Key Issues of Digital Transformation in the Banking Industry——Customer Experience Evolution and Transformation Paths in the Digital Age

“加快数字化发展、建设数字中国”战略是推动商业银行数字化转型的重要机遇,本文首先分析了数字时代商业银行转型升级的背景和内在驱动因素,结合国内外多家不同类型商业银行在数字化转型方面的实践探索,总结出“渠道+组织”“市场+伙伴”“人才+技术”三种数字化转型路径;同时分析了数字时代的客户体验发展趋势,并从实际出发总结了商业银行数字化转型需要加强的六大创新能力,以及基于“数字运营”“数据驱动”的线上金融生态构建和客户体验提升。商业银行应积极把握数字时代带来的发展机遇,选取符合自身实际的数字化转型路径,提升市场竞争力,扩展知识边界,提高在客户获取、数据协同、产品创新等方面的能力,以更高效、便捷的金融服务为切入点,办好人民满意金融。

The strategy of"accelerating the development of digital economy and building a digital China"is an important opportunity to promote the digital transformation of commercial banks.This article first analyzes the background and internal driving factors of the digital transformation of commercial banks in the digital age,combined with the practice exploration of several foreign and domestic commercial banks in digital transformation,and summarizes the three digital transformation paths including"channel+organization""market+partner"and"talent+technology".At the same time,it analyzes the trends of customer experience in the digital age,and based on practical considerations,it summarizes the six innovative capabilities that commercial banks need to strengthen in digital transformation,as well as the cube model for online financial ecosystem and customer experience improvement based on"digital operations"and"data-driven".Commercial banks should actively grasp the development opportunities brought by the digital era,select a digital transformation path that meets their own reality,enhance market competitiveness,expand knowledge boundaries,improve their capabilities in customer acquisition,data synergy,product innovation,etc.,and take more efficient and convenient financial services as an entry point to meet people's financial needs.