The management of metaverse customer groups for banks to "try out" needs to be deepened

Recently, China Science and Technology Financial Corporation announced that it has won the bid for the Shanghai Bank Yuan Universe Bank project. It is understood that the project will select application scenarios such as wealth management hall, metaverse business hall, and automotive financial services to create a metaverse bank

Recently, China Science and Technology Financial Corporation announced that it has won the bid for the Shanghai Bank Yuan Universe Bank project. It is understood that the project will select application scenarios such as wealth management hall, metaverse business hall, and automotive financial services to create a metaverse bank.

Since the beginning of this year, multiple banks have continued to delve into the metaverse field, making breakthroughs in virtual digital people, virtual business scenarios, and other aspects. Industry insiders believe that building a metaverse business is of great significance for banks to break the homogenization of financial services and win a new generation of young customers. However, at the same time, attention should also be paid to the impact that the uncertainty and complexity of the metaverse may have on the existing bank risk management system.

Attracting young customers

It is understood that the Bank of Shanghai's Yuanuniverse Bank project will create an online mobile banking version of the Yuanuniverse through artificial intelligence, virtual reality and other technologies, and select application scenarios such as financial management hall, Yuanuniverse business hall, and auto financial services to create a highly immersive, good user and interactive experience, and social oriented Yuanuniverse Bank. The project aims to match the emotional value and beauty experience of young people with the concept of meta universe, and build the Bank of Shanghai's meta universe banking application on mobile banking.

Winning the favor of a new generation of young customers is of great significance for financial products. Since the beginning of this year, multiple banks have continued to delve into the metaverse field, making breakthroughs in virtual digital people, virtual business scenarios, and other aspects. For example, Ping An Bank has gained in-depth insight into the personalized needs of young customers, created and operated the "Little Cainiang" virtual digital human IP, organically combining financial elements with young people's love for esports, technology and other elements, and produced a series of unique interactive IP derivatives.

With the scarce animation automation management process and independent research and development capabilities of plugins in the industry, we have created a virtual human image of Xiaocainiang that meets the AI specifications, allowing the application scenarios of virtual humans to be fully utilized and expanded. It also allows us to expand internal and external business scenarios such as virtual live streaming, gaming, AI intelligent services, and further explore and improve the layout of the metaverse, "said the relevant person in charge of Ping An Bank.

Multiple service scenarios

At the same time, the metaverse also provides a new path for banks to break the homogenization of financial services. In terms of service and marketing scenario construction, Nanjing Bank has launched a "Hello World" virtual service scenario, where customers can freely walk, participate in games, receive prizes in a 3D immersive space, and also learn about bank financial business from customer service personnel; It is understood that the space will also open a business hall module in the future, allowing users to directly switch to bank transactions from the game.

The Financial Technology Research Institute of Industrial and Commercial Bank of China has independently developed a metaverse technology engine based on mainstream 3D rendering technology, and launched the "VR metaverse virtual business hall". The first phase has been piloted in Xiong'an Branch of Hebei Province, including various functions based on VR intelligent glasses, breaking the limitations of time and space, making customers feel like they are in an illusory scene, creating an immersive and novel experience.

Taking the sales of precious metals as an example, Bank of China has utilized technologies such as 3D virtual display, perceptual interaction, and AR to combine real-time virtual precious metals with real scenes through mobile terminals, presenting them 360 degrees to customers. At the same time, it supports full process operations such as multi-dimensional viewing of product details, virtual trial wear and placement, online payment and purchase, and sharing of social media.

In the exploration of business scenarios, some industry insiders believe that the current application of the metaverse by commercial banks is based on simple business in a single scenario, only serving as a supplement. As for the target model of the metaverse banking ecosystem, it is in a vague form, and the business model and profit model still need further development.

Risk control issues to be addressed

According to a survey conducted by a reporter from China Securities News, although banks are constantly exploring the field of metaverse, there are still shortcomings in reaching customers with metaverse products. Some depositors have even expressed that they have not been familiar with projects such as bank virtual digital people.

I have only participated in activities related to bank digital collectibles and have limited use of virtual digital human customer service. I feel that manual customer service is more efficient in answering and handling complex business issues, "Xiao Zhao, an employee of an internet company in Beijing, told China Securities News.

Some bank depositors have stated that they have only experienced virtual services in very few specific business scenarios.

"At present, the banking industry should continue to sink into the application of Yuanuniverse products, deepen digital capabilities from the six levels of concept, organization, business, technology, data and cooperation, accelerate the pace of Digital transformation, and launch targeted products and services in combination with customer needs. For example, apply virtual reality, augmented reality and other technologies to improve the customer experience of bank remote services." Dong Ximiao, the chief researcher of China Merchants Confederation, believes.

In addition, The person in charge of the relevant business of a state-owned bank software center also mentioned concerns about risk control issues: The uncertainty and complexity of the metaverse have had an impact on the existing risk management system, creating unpredictable risks. The combination of commercial banking business and the metaverse poses enormous challenges to compliance issues such as information security, anti money laundering, and economic fraud. The metaverse is based on multidimensional virtual spaces, real-time interaction, and immersive experiences, relying on massive amounts of data as support, which brings great data security to commercial banks, including online security Hidden dangers in network security, identity recognition, and data security

He believes that for the research and application of Metaverse Bank, commercial banks should develop a risk control system that is suitable for it, explore and develop industry norms for Metaverse Bank, and implement measures such as data security, privacy security, and protection of consumer rights from legal, institutional, and management systems

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