About
“My branch” is the first 1:1 personalized virtual branch made in the Mobile web by the tellers or the managers that know their customers very well in the physical branches as an example of bringing the feeling of the human touch into the digital channel in Korea.
Innovation presentation
The branch locations and the visitors of branch deceased as the shift to digital banking continues in the COVID-19 pandemic world. whereas, the number of the branches in Hana Bank has dramatically increased up to 8,000. How? The Answer is “My Branch”, the one to one virtual branch made in the Mobile web by the tellers or the managers in the physical branches in Hana Bank.
My” means the customized mobile branch not for us but only for me in a customer’s eyes and “Branch” is the virtual place that the branch manager communicates with the customer in person near the neighbourhood.
Our digital project brings the feeling of the human touch into the digital channel. Unlike the banking App, the branch managers, who know their customers well, made “My Branch” for the customer personally as considering of his needs and characteristics. That is, “My Branch” represents the digital with the flavour of human. As well, “My Branch” is the personalized one to one marketing tool which displays the different layout, skins, financial products by customer. the branch managers choose the rightest products for the customer in the list of products recommended.
Especially, “My Branch” is mobile web based banking channel by which new customer opens the deposit or the personal loan easily and rapidly without downloading App and registering a member. Thanks to this convenience, we acquire 150 thousand new customers in a year and have the most famous No.1 mobile web banking channel in Korea.
Uniqueness of the project
We would like to highlight the following three competitive advantages.
First, this innovation is the first one to one virtual branch (banking) in Korea that is personalized for the different customer. Before introducing “My Branch” in the banking industry, we had only one humdrum banking App Which displayed the same mobile banking screens, products and layouts to all of the customers while this innovation gives the different Mobile banking screen and product to the different customers. How is it possible? The Key is Human, the branch managers. The concept of our innovation is that the one branch manager manages at least the one virtual “My Branch” so we call him as ‘My Branch manager’. He makes his “My Branch” for the prospective or present customers. Who Knows the banking customer’s needs? Who knows the customer gets a job? Who knows the customer’s plan of buying a car? The branch manager knows it perfectly. So he creates “My Branch” containing the checking account plan for the freshman at work and makes “My Branch” with a auto loan for the New car owner. The strength of Our innovation is that it is made by the branch managers individually who think of his customer’s financial situations. This innovation brings the feeling of the human touch into the digital channel. So we call it, “The mobile branch in my hand with the flavour of human”
Second, this innovation is the most powerful digital banking marketing tool for the new customer group like the lawyers in the law firm and the workers in the company far from the branch. The branch managers easily make “My Branch” with help of the recommended financial products list based on the demographic big data and the contents for the specific customers. For example, one branch manager can create the “My Branch” for the Harley-Davison Club with the motorcycle loan and motorcycle insurance, the other can make “My Branch” for the university students with the student loan, the convenience store discount card and VOD of the university financial life. “My Branch” gives the customers the different and innovative mobile banking experience.
Third, this innovation is the first mobile web based convenient and easy banking solution in Korea. In a customer survey, many customers complained about inconvenience of downloading the banking app and registering a member, consequently they hesitated to start our banking and our bank had a difficulty to acquire new customers. We focused on this weak banking experience. The solution is not an app but mobile web without downloading app and becoming a member. One of the advantages and differences of our innovation is easy for the new customers to use. Owing to the mobile web based “My Branch”, our new customers have a new and convenient banking experience and our innovation is positioned as the most recognized and respected untact banking channel in Korea.
The idea of our innovation comes from the complaints of the customers and is developed by the advice of the branch colleagues.
