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Ping An Direct – Customer Centric Digital Transformation initiative

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In Action Summary

customer-centricity

Customer Intelligence is at the core of Ping An Direct’s profitable growth engine and they have built a best in class customer intelligence  and data analytics capability in China.

Ping An Direct is an initiative started by Ping An Group in 2014 to capitalise on the potential of digital. The Business Unit is a digital retail financial service business providing insurance (P&C and Life), personal financing and investment products through telemarketing, internet, mobile apps and social media. Ping An Direct is now the market leader with 14.7Mn customers and 50,000 employees.

Started as a channel development business unit in 2004, it has since evolved into the largest digital sales ecosystem in China for Ping An Group. Today, Ping An Direct provides Chinese consumers with an array of financial services products including motor insurance, non motor insurance, life insurance, personal loans, and investment products through a variety of online channels such as internet, mobile, social media, telemarketing and smart ATM’s.

Ping An Direct has a mature marketing platform that includes tools for big data analytics, customer & behavior segmentation, dynamic pricing, scoring and propensity models. Customer Intelligence is at the core of Ping An Direct’s profitable growth engine and they have built a best in class customer intelligence / data analytics capability in China.

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