Debit card marketing method, debit card marketing device, debit card marketing equipment and computer program product

Abstract

The invention discloses a debit card marketing method, a debit card marketing device, debit card marketing equipment and a computer program product. The debit card marketing method comprises the following steps: acquiring multi-dimensional information of a single-side credit card customer; according to the multi-dimensional information and the multi-dimensional portrait condition of the high-potential customer group, identifying the high-potential customer group in the unilateral credit card customers; and for the high-potential customer group, a preset debit card marketing strategy is utilized to carry out marketing reaching so as to drive a single-side credit card customer to be converted into a double-card customer, and the preset debit card marketing strategy comprises a product reaching strategy and a channel reaching strategy. According to the method, the multi-dimensional information of the unilateral credit card customers is acquired, the high-potential customer groups are accurately identified, and the preset debit card marketing strategy is used for targeted marketing, so that the effect of marketing activities is improved, the individual requirements of different customer groups are better met, the conversion rate of the unilateral credit card customers is improved, and the marketing efficiency is improved. And therefore, the comprehensive use degree and loyalty of the customer on bank products can be improved.

Description

TECHNICAL FIELD

[0001] The present application relates to the field of financial technology, in particular to a debit card marketing method, device and equipment, and computer program product. BACKGROUND

[0002] In today's increasingly competitive financial market environment, banks pay more and more attention to the depth mining and comprehensive utilization of customer resources. As an important part of bank retail business, how to realize the effective coordinated development between credit card business and debit card business, and convert pure credit card customers into double card (credit card + debit card) customers, has become a key issue for banks to improve customer value and market competitiveness.

[0003] In the existing bank credit card customer cross-selling strategy, due to the single customer screening rule, the lack of diversity in the touch mode, and the insufficient design of the benefit incentive, etc., the efficiency of converting pure credit card customers into double card customers is low, the debit card opening rate is low, and the potential customer fund mining is insufficient. SUMMARY

[0004] The embodiments of the present application provide a debit card marketing method, device and equipment, and computer program product, to improve the response rate and marketing efficiency of single credit card customers, and promote the conversion of single credit card customers into double card customers.

[0005] The embodiments of the present application adopt the following technical solutions:

[0006] In a first aspect, the embodiments of the present application provide a debit card marketing method, which comprises:

[0007] Obtaining multi-dimensional information of single credit card customers;

[0008] According to the multi-dimensional information of the single credit card customers and the multi-dimensional portrait conditions of the high-potential customer group, identifying the high-potential customer group in the single credit card customers;

[0009] For the high-potential customer group in the single credit card customers, using a preset debit card marketing strategy for marketing touch, to drive the single credit card customers to be converted into double card customers, the preset debit card marketing strategy includes product touch strategy and channel touch strategy.

[0010] Optionally, the multi-dimensional portrait conditions of the high-potential customer group are determined by the following way:

[0011] Obtaining multi-dimensional attribute data of existing double card customers, the multi-dimensional attribute data includes at least one of personal attribute, asset attribute, risk attribute, consumption attribute and product attribute;

[0012] analyzing the multi-dimensional attribute data of the existing dual-card customers to determine multi-dimensional portrait conditions of the high-potential customer group.

[0013] Optionally, the multi-dimensional portrait conditions of the high-potential customer group include customer occupation, income level, card type held, and credit limit, and the identifying the high-potential customer group from the single-credit-card customers according to the multi-dimensional information of the single-credit-card customers and the multi-dimensional portrait conditions of the high-potential customer group comprises:

[0014] determining single-credit-card valid customers from the single-credit-card customers;

[0015] determining, according to the multi-dimensional information of the single-credit-card valid customers, whether the single-credit-card valid customers meet the portrait conditions of at least one dimension from the customer occupation, the income level, the card type held, and the credit limit;

[0016] if yes, determining that the single-credit-card valid customers belong to the high-potential customer group;

[0017] otherwise, determining that the single-credit-card valid customers do not belong to the high-potential customer group.

[0018] Optionally, the identifying the high-potential customer group from the single-credit-card customers according to the multi-dimensional information of the single-credit-card customers and the multi-dimensional portrait conditions of the high-potential customer group comprises:

[0019] after determining that the single-credit-card valid customers meet the portrait conditions of at least one dimension from the customer occupation, the income level, the card type held, and the credit limit, determining whether the single-credit-card valid customers belong to customers of a non-marketable type;

[0020] if not, retaining the single-credit-card valid customers in the high-potential customer group;

[0021] otherwise, excluding the single-credit-card valid customers from the high-potential customer group.

[0022] Optionally, the marketing reach of the high-potential customer group from the single-credit-card customers by using a preset debit card marketing strategy comprises:

[0023] marketing reach of the customers in the high-potential customer group by using the product reach strategy for one or more times;

[0024] wherein the product reach strategy comprises at least one of an online benefit reach strategy, a credit card activity coordination strategy, and a card repayment activity benefit strategy, and each time the product reach strategy adopted is different.

[0025] Optionally, the marketing outreach to high-potential customer groups among the unilateral credit card customers using a pre-defined debit card marketing strategy includes:

[0026] Determine the degree to which customers in the high-potential customer group meet the multi-dimensional profile criteria;

[0027] Based on the aforementioned criteria, determine the channel outreach priority for customers within the high-potential customer group;

[0028] The corresponding channel outreach resources are determined based on the channel outreach priority of customers in the high-potential customer group.

[0029] Utilize the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group through channel outreach.

[0030] Optionally, the step of using the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group includes:

[0031] When the channel reach resources corresponding to customers in the high-potential customer group are multi-stage channel reach resources, the channel reach resources corresponding to customers in the high-potential customer group are used to reach customers in the high-potential customer group in stages.

[0032] Secondly, embodiments of this application also provide a debit card marketing device, the debit card marketing device comprising:

[0033] The acquisition unit is used to acquire multi-dimensional information about a one-sided credit card customer.

[0034] The identification unit is used to identify high-potential customer groups among the unilateral credit card customers based on the multi-dimensional information of the unilateral credit card customers and the multi-dimensional profile conditions of high-potential customer groups.

[0035] The marketing outreach unit is used to reach high-potential customers among the single-sided credit card customers using a preset debit card marketing strategy, in order to drive the single-sided credit card customers to become dual-card customers. The preset debit card marketing strategy includes a product outreach strategy and a channel outreach strategy.

[0036] Thirdly, embodiments of this application also provide an apparatus, comprising:

[0037] A processor; and a memory arranged to store computer-executable instructions, which, when executed, cause the processor to perform any of the aforementioned debit card marketing methods.

[0038] Fourthly, embodiments of this application also provide a computer program product, including a computer program / instructions, which, when executed by a processor, implement any of the aforementioned debit card marketing methods.

[0039] The above-mentioned at least one technical solution adopted in this application embodiment can achieve the following beneficial effects: The debit card marketing method of this application embodiment first obtains multi-dimensional information of one-sided credit card customers; then, based on the multi-dimensional information of the one-sided credit card customers and the multi-dimensional profile conditions of high-potential customer groups, it identifies high-potential customer groups among the one-sided credit card customers; finally, it uses a preset debit card marketing strategy to reach these high-potential customer groups, thereby driving the one-sided credit card customers to become dual-card customers. The preset debit card marketing strategy includes a product outreach strategy and a channel outreach strategy. The debit card marketing method of this application embodiment, by obtaining multi-dimensional information of one-sided credit card customers, accurately identifies high-potential customer groups and uses a preset debit card marketing strategy for targeted outreach, significantly improves the effectiveness of marketing activities, better meets the personalized needs of different customer groups, effectively improves the accuracy and success rate of debit card marketing, increases the conversion rate of one-sided credit card customers, and thus enhances customers' overall usage and loyalty to bank products. Attached Figure Description

[0040] The accompanying drawings, which are included to provide a further understanding of this application and form part of this application, illustrate exemplary embodiments and are used to explain this application, but do not constitute an undue limitation of this application. In the drawings:

[0041] Figure 1 This is a flowchart illustrating a debit card marketing method according to an embodiment of this application;

[0042] Figure 2 This is a schematic diagram of the structure of a debit card marketing device according to an embodiment of this application;

[0043] Figure 3 This is a schematic diagram of the structure of a device according to an embodiment of this application. Detailed Implementation

[0044] To make the objectives, technical solutions, and advantages of this application clearer, the technical solutions of this application will be clearly and completely described below in conjunction with specific embodiments and corresponding drawings. Obviously, the described embodiments are only a part of the embodiments of this application, and not all of them. Based on the embodiments in this application, all other embodiments obtained by those skilled in the art without creative effort are within the scope of protection of this application.

[0045] The technical solutions provided by the various embodiments of this application are described in detail below with reference to the accompanying drawings.

[0046] Existing solutions for converting pure credit card customers into dual-card customers mainly have the following problems:

[0047] (1) Customer analysis is not comprehensive or accurate enough.

[0048] Currently, when banks are trying to convert pure credit card customers into dual-card customers, their screening methods are too simplistic, often relying on basic indicators such as credit card usage duration and spending amount. This approach fails to comprehensively consider factors such as customer asset status and financial needs, making it difficult to accurately identify high-potential customer groups and uncover customers' true needs and potential value. Consequently, marketing resources are not effectively invested in potential customers.

[0049] (2) The outreach methods are singular and lack planning.

[0050] Currently, the main methods of outreach are SMS and telephone. While SMS marketing is low-cost and has a wide reach, its content is simple, lacks interaction, and has a low customer response rate. Telephone marketing allows for direct communication, but it is prone to causing customer resentment due to inappropriate timing or poor wording, and it also has high labor costs and low marketing efficiency.

[0051] (3) The incentive measures lack appeal and relevance.

[0052] The main incentives currently used are small gifts for opening an account and short-term interest rate discounts, which are not tailored to customers' spending habits and financial needs. For example, the incentives for younger customers are not highlighted, such as cashback on purchases and points redemption, and exclusive wealth management services are not provided for high-net-worth clients. This makes it difficult to motivate customers to apply for debit cards, resulting in low conversion rates.

[0053] (4) Lack of synergy in product strategies

[0054] Existing technologies, in promoting debit card business, have not fully considered the synergistic development of debit card and credit card business, resulting in debit card and credit card business operating independently, failing to form a joint force, and making it difficult to attract credit card customers to convert to debit card customers.

[0055] Based on this, embodiments of this application provide a debit card marketing method, such as... Figure 1 The diagram illustrates a flowchart of a debit card marketing method according to an embodiment of this application. The debit card marketing method includes at least the following steps S110 to S130:

[0056] Step S110: Obtain multi-dimensional information about the unilateral credit card customer.

[0057] Banks use their customer information management systems to obtain multi-dimensional customer information about one-sided credit card customers. A "one-sided credit card customer" can be understood as a customer who only holds a credit card with the bank. This multi-dimensional customer information may include, for example, the customer's occupation, income, the type of card they hold, and their credit limit.

[0058] Occupational information can be obtained from the occupational information filled in by the customer when opening an account, or supplemented by relevant information left by the customer when conducting business at the bank; income information can be obtained by referring to the customer's bank account transaction history, such as salary income, bonus income, etc., or by comprehensively judging based on the income information voluntarily declared by the customer; card type information is directly retrieved from the bank's credit card management system; credit limit information is also obtained from the credit card management system, which records the credit limit approved for each credit card customer.

[0059] Step S120: Based on the multi-dimensional information of the unilateral credit card customer and the multi-dimensional profile conditions of the high-potential customer group, identify the high-potential customer group among the unilateral credit card customers.

[0060] "High-potential customer group" refers to a group of single-card customers who are highly likely to become dual-card customers (credit card + debit card). Here, it is necessary to predetermine the multi-dimensional profile conditions of the high-potential customer group. These conditions can be determined based on market research, data analysis and past marketing experience, such as high income level, specific occupation type, holding high-limit credit cards, etc.

[0061] The multi-dimensional information of the one-sided credit card customer obtained in step S110 is compared and analyzed with these profile conditions. If the customer information meets the profile conditions of the high-potential customer group, then the customer is identified as a customer of the high-potential customer group.

[0062] Step S130: For high-potential customer groups among the single-sided credit card customers, a preset debit card marketing strategy is used to reach them through marketing, so as to drive the single-sided credit card customers to become dual-card customers. The preset debit card marketing strategy includes product outreach strategy and channel outreach strategy.

[0063] Develop corresponding debit card marketing strategies for identified high-potential customer groups. These strategies primarily include product outreach and channel outreach. Regarding product outreach, offer various product benefits and services based on customer needs and preferences, such as exclusive wealth management offers, fee waivers, and double points. For channel outreach, select appropriate channels for marketing outreach, such as pushing marketing information through mobile banking apps, sending SMS notifications, phone calls with account managers, or face-to-face marketing, to improve the targeting and effectiveness of marketing and encourage customers with only credit cards to apply for debit cards, converting them into dual-card customers.

[0064] The debit card marketing method of this application embodiment obtains multi-dimensional information of one-sided credit card customers, accurately identifies high-potential customer groups, and uses preset debit card marketing strategies for targeted marketing outreach, which significantly improves the effectiveness of marketing activities, better meets the personalized needs of different customer groups, effectively improves the accuracy and success rate of debit card marketing, increases the conversion rate of one-sided credit card customers, and thus enhances customers' overall usage and loyalty to bank products.

[0065] In some embodiments of this application, the multi-dimensional profile conditions of the high-potential customer group are determined in the following manner: obtaining multi-dimensional attribute data of existing dual-card customers, wherein the multi-dimensional attribute data includes at least one of personal attributes, asset attributes, risk attributes, consumption attributes, and product attributes; analyzing the multi-dimensional attribute data of the existing dual-card customers to determine the multi-dimensional profile conditions of the high-potential customer group.

[0066] When creating multi-dimensional profiles of high-potential customer groups, first obtain multi-dimensional attribute data of existing dual-card customers and perform data diagnostic analysis. The multi-dimensional attribute data mainly includes:

[0067] (1) Personal attributes: Personal attribute data can be obtained from the information filled in by customers when opening an account and the information updated during subsequent business processing. It covers basic information such as customer code, gender, age, education, address, marital status, and job position, providing basic data support for precision marketing.

[0068] (2) Asset attributes: Asset attribute data can be obtained from customer account transaction records, asset management systems, etc., including personal income status, deposit amount, real estate and vehicle ownership, total investment amount, total liabilities, etc., to assess customer financial strength and potential value.

[0069] (3) Risk attributes: Risk attribute data can be combined with information from the bank's internal credit assessment system and credit reporting agencies to examine whether the customer has overdue records, number of overdue payments, cash-out behavior, and number of collection attempts, so as to assess the customer's credit risk.

[0070] (4) Consumption Attributes: Consumption attribute data can be obtained by analyzing customers' consumption transaction records within the banking system. This analysis can reveal customer consumption preferences, installment payment plans, cash withdrawals, banking transactions, whether Alipay and WeChat Pay are linked, and the frequency of credit card usage, thus providing insights into customers' consumption habits and repayment ability. Furthermore, comparing debit and credit card consumption data can further verify customers' spending power.

[0071] (5) Product attributes: Product attribute data can be obtained from the credit card management system, including credit card limit, number of supplementary cards, credit card level, card type, type of personal loan held, account opening date, etc., to fully understand the customer's credit card usage.

[0072] Based on the above multi-dimensional attribute data, data mining analysis was conducted to identify the following multi-dimensional profile conditions for high-potential customer groups:

[0073] (1) Customer occupation: Employees of government agencies, public institutions, and large enterprises. These customers have stable jobs and sustainable income, and have a strong demand for debit cards for daily income and expenditure, salary disbursement, etc. Banks can use this to deeply bind customers' cash flow, provide diversified financial services, and enhance customer loyalty.

[0074] (2) Income level: Customers whose annual income is higher than the 60th percentile of the city (which can be calculated according to different regional types, such as first-tier cities, second-tier cities, third-tier cities and below). These customers have strong spending power and capital reserves, and are the key marketing targets of banks.

[0075] (3) Card Holders: Customers holding high-end credit cards (such as Platinum, Titanium, and Diamond cards). These customers have excellent creditworthiness, strong repayment ability, high pursuit of quality of life, and a wide range of consumption scenarios. Banks can create a synergistic effect between debit card business and high-end credit cards to improve customer satisfaction and loyalty.

[0076] (4) Credit Limit: Customers with credit limits higher than the median. These customers are active in financial consumption and fund management, and have diversified needs for financial products and services. Banks can gain a deeper understanding of customer needs through debit cards, provide comprehensive financial services, and improve customers' overall contribution.

[0077] Existing technologies often analyze customers based on only one or a few dimensions, making it difficult to comprehensively grasp customer characteristics and resulting in low accuracy in identifying high-potential customers. However, the embodiments of this application establish a multi-dimensional data analysis system covering personal attributes, asset attributes, risk attributes, consumption attributes, and product attributes. This allows banks to gain a deeper understanding of credit card customers from multiple perspectives, creating profiles of high-potential customers. This provides a strong basis for accurately identifying high-potential customer groups with the potential to convert into dual-card customers. Based on the profiles of high-potential customers, banks can concentrate marketing resources on them, avoiding ineffective waste of resources and providing solid data support for subsequent targeted marketing, greatly improving the targeting and effectiveness of marketing activities.

[0078] In some embodiments of this application, the multi-dimensional profile conditions of the high-potential customer group include customer occupation, income level, card type held, and credit limit. Identifying the high-potential customer group among the one-sided credit card customers based on the multi-dimensional information of the one-sided credit card customers and the multi-dimensional profile conditions of the high-potential customer group includes: determining the valid one-sided credit card customers among the one-sided credit card customers; determining, based on the multi-dimensional information of the valid one-sided credit card customers, whether the valid one-sided credit card customers meet at least one of the profile conditions of the customer occupation, income level, card type held, and credit limit; if so, determining that the valid one-sided credit card customer belongs to the high-potential customer group; otherwise, determining that the valid one-sided credit card customer does not belong to the high-potential customer group.

[0079] Before identifying high-potential customer groups, preprocessing can be performed on one-sided credit card customers to filter out valid one-sided credit card customers. For example, it can be determined whether a one-sided credit card customer has signed a credit card-side consumer protection agreement and whether their recent spending amount has reached a certain threshold. If so, the customer is identified as a valid one-sided credit card customer; otherwise, the user is excluded.

[0080] For identified eligible one-sided credit card customers, multi-dimensional information is retrieved from the bank's customer database, including the customer's occupation, income level, card type, and credit limit. This information is then compared with pre-defined multi-dimensional profile criteria for high-potential customer groups. Specifically, this involves checking whether the customer's occupation is an employee of government agencies, public institutions, or large enterprises; whether their income level is above the 60th percentile in their city; whether they hold a high-end credit card (such as platinum, titanium, or diamond cards); and whether their credit limit is above the median.

[0081] If a valid credit card customer meets the corresponding profile criteria in at least one of the four dimensions—customer occupation, income level, card type, and credit limit—then the customer is classified as a member of the corresponding high-potential customer group. If none of the four dimensions are met, the customer is determined not to belong to the high-potential customer group.

[0082] In existing banking marketing practices, customer segmentation is often not refined enough, lacking comprehensive consideration of key factors such as customer occupation information, income attributes, types of products held, and credit limits, making it difficult for marketing activities to meet the personalized needs of different customer groups.

[0083] This application's embodiments, based on these four core dimensions, precisely segment valid credit card customers. This precise segmentation allows banks to tailor personalized marketing campaigns to the characteristics and needs of different sub-customer groups. For example, higher-level benefits and services can be offered to high-income customers with high credit limits; exclusive promotional activities can be launched for customers in specific professions. This significantly improves the effectiveness of marketing campaigns and better meets the personalized needs of different customer groups.

[0084] In some embodiments of this application, identifying high-potential customer groups among the one-sided credit card customers based on the multi-dimensional information of the one-sided credit card customer and the multi-dimensional profile conditions of the high-potential customer group includes: after determining that the valid one-sided credit card customer meets at least one of the profile conditions of the customer's occupation, income level, card type held, and credit limit, determining whether the valid one-sided credit card customer belongs to the unmarketable type of customer; if not, then the valid one-sided credit card customer is retained in the high-potential customer group; otherwise, the valid one-sided credit card customer is removed from the high-potential customer group.

[0085] In the process of segmenting valid customers for one-sided credit cards, it is necessary to determine whether a valid customer falls into the category of unmarketable customers. For example, customer type information can be queried through the internal customer management system. If a customer is a VIP customer, Diamond Card customer, Do Not Disturb customer on the credit card side, or is listed on a negative anti-fraud or anti-money laundering blacklist, they are determined to be an unmarketable customer and removed from the high-potential customer group. If a valid customer for one-sided credit cards does not fall into the above unmarketable customer categories, they are retained in the high-potential customer group.

[0086] By rigorously excluding customers who are not marketable, banks can ensure that the final high-potential customer group has a high degree of marketing feasibility and effectiveness. This helps banks accurately target customers, improve the utilization efficiency of debit card marketing resources, increase marketing success rate and customer conversion rate, and increase the number of customers and business revenue.

[0087] In some embodiments of this application, the marketing outreach to high-potential customer groups among the unilateral credit card customers using a preset debit card marketing strategy includes: conducting one or more marketing outreaches to customers in the high-potential customer group using the product outreach strategy; wherein, the product outreach strategy includes at least one of an online benefits outreach strategy, a credit card activity coordination strategy, and a repayment activity benefits strategy, and the product outreach strategy adopted each time is different.

[0088] To effectively promote the deep integration of debit card business and credit card customers, and combining the advantages of the bank's existing debit card business system and related products, the following precise product outreach strategies can be formulated for credit card customers who meet the debit card application requirements to guide them to open debit card accounts.

[0089] (1) Online Benefits Reach Strategy: Leveraging resources such as the Energy Station points system and VIP benefits, an online benefits center will be built to integrate and showcase multiple benefits, including new customer perks and spending rebates. Customers will be reached in an intuitive and convenient way through recommendations on the bank's app homepage and special activity zones, enhancing the experience of claiming and using benefits.

[0090] (2) Credit Card Promotion Synergy Strategy: Simultaneously promote high-quality credit card marketing activities, such as exclusive benefits on the APP, to enhance customer stickiness in credit card usage. At the same time, link credit card spending with debit card benefits, design activities such as rewarding debit card points for reaching spending targets and offering repayment discounts to guide customer funds back to their debit card accounts.

[0091] (3) Principal Repayment Promotion Strategy: We will launch exclusive promotional activities for debit card principal repayment of credit cards, such as instant reductions in principal repayment and waivers of installment fees, as additional benefits for opening a debit card account. We will strengthen the promotion of the activities through a dedicated activity section in the APP and SMS reminders, guide customers to use debit cards to complete credit card repayments, and increase the activity of debit card usage while enjoying the benefits.

[0092] The above three product outreach strategies are implemented one at a time. For example, the first time, an online benefits outreach strategy is implemented for high-potential customers. If no feedback is received within a certain period, a credit card activity coordination strategy is used to reach them again. If there is still no feedback, the principal repayment activity benefits strategy is used to reach them again. Of course, there is no strict order among these three product outreach strategies, and those skilled in the art can flexibly set them according to business needs.

[0093] In existing technologies, debit card business and credit card business are often independent of each other, lacking effective linkage and synergy, making it difficult to fully leverage the advantages of both and promote customer conversion.

[0094] This application's implementation constructs an online benefits center, integrating and showcasing multiple benefits such as new customer perks and spending rebates, providing customers with a one-stop benefits experience. Simultaneously, it links credit card activities with debit card benefits, designing activities such as earning debit card points for achieving spending targets and offering repayment discounts, and launching exclusive offers for debit card principal repayment to credit card customers. These strategies achieve deep integration of debit card and credit card services, allowing customers to truly experience the additional benefits and convenience of holding a debit card while using their credit card. Through this synergistic effect, it effectively attracts credit card customers to open debit card accounts, promotes the conversion of credit card customers to debit card customers, and enhances customers' overall usage and loyalty to bank products.

[0095] In some embodiments of this application, the step of using a preset debit card marketing strategy to reach high-potential customer groups among the unilateral credit card customers includes: determining whether customers in the high-potential customer group meet the multi-dimensional profile conditions; determining the channel reach priority of customers in the high-potential customer group based on the satisfaction status; determining the corresponding channel reach resources based on the channel reach priority of customers in the high-potential customer group; and using the channel reach resources corresponding to the customers in the high-potential customer group to reach them through the channel.

[0096] This application's embodiments define customer group priorities based on actual business performance and marketing strategies: 1) Occupation > 2) Income level > 3) Card type profile > 4) Credit limit. Based on these defined customer group priorities, the system assesses whether customers within high-potential customer groups meet multi-dimensional profile criteria, such as how many profile criteria they meet and which customer group priority profile criteria they meet.

[0097] This application also defines channel reach priorities: 1) simultaneously meeting all four profile conditions > 2) simultaneously meeting the profile conditions of the first three customer group priorities > 3) meeting any two levels of profile conditions > 4) meeting any one level of profile conditions. Based on the defined channel reach priorities, and combined with the customer's satisfaction with the multi-dimensional profile conditions, the channel reach priorities of customers in the high-potential customer group are further determined.

[0098] Different channel reach priorities correspond to different channel reach resources. The higher the channel reach priority, the richer the allocated channel reach resources. For example, if all four profile conditions are met simultaneously, the allocated channel reach resources can include both online channels (WeChat, APP push, SMS) and offline channels (credit card telemarketing and branch telemarketing); if the first three priority profile conditions are met simultaneously, the allocated channel reach resources can include both online channels (WeChat, APP push) and offline channels (credit card telemarketing and branch telemarketing); if any two levels of profile conditions are met, the allocated channel reach resources can include both online channels (WeChat, SMS) and offline channels (branch telemarketing); if any one level of profile conditions is met, the allocated channel reach resources can include both online channels (WeChat) and offline channels (branch telemarketing).

[0099] Of course, it should be noted that the above-mentioned channel for resource allocation is merely an example of this application, and those skilled in the art can flexibly adjust it according to actual business needs, without making specific limitations here.

[0100] The above embodiments, by setting customer group priorities and channel reach priorities, and then rationally allocating channel reach resources, achieve differentiated marketing reach to high-potential customers with different characteristics, improve the utilization efficiency of marketing resources, and can more effectively deliver debit card marketing information to target customers. This helps to increase the conversion rate of single-card customers to dual-card customers, and increase the number of bank customers and business revenue.

[0101] In some embodiments of this application, the step of using the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group includes: when the channel reach resources corresponding to customers in the high-potential customer group are multi-stage channel reach resources, using the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group in stages.

[0102] This application embodiment designs a phased channel outreach strategy for customers with high channel outreach priority, which can be divided into the following two phases:

[0103] (1) First stage: Use enterprise WeChat channels and branch outbound calls to reach customers online and offline.

[0104] 1) Push notifications to WeChat Work users in a full-scale (covering every high-potential customer) or batch-by-batch (dividing the high-potential customer group into multiple batches and reaching one batch of customers at a time) manner through WeChat Work channels.

[0105] 2) For high-potential customers who simultaneously meet all four profile criteria, i.e., the first channel of contact priority, select multiple branches to conduct pilot outbound calls to the branch channels.

[0106] (2) Second phase: On the basis of the completion of the first phase, further increase the reach through SMS and APP push as online channels; at the same time, increase the number of dual-card customers who meet the repayment conditions as the target customer group, and cooperate with the repayment activities to increase customer repayment penetration.

[0107] Existing marketing outreach methods often lack planning and systematicity, fail to differentiate based on customer priorities, and do not fully leverage the advantages of multiple channels, resulting in low customer response rates and inefficient marketing.

[0108] This application's embodiment employs a phased, multi-channel outreach approach based on the customer's corresponding channel priority. In the first phase, online and offline outreach is conducted through WeChat Work and branch outbound calls, enabling direct and in-depth communication with high-priority customers and establishing strong customer relationships. In the second phase, online channels such as SMS, WeChat notifications, and app push notifications are added to expand the target customer base. This planned outreach strategy ensures that high-priority customers receive sufficient attention and communication while gradually expanding marketing coverage and improving the efficiency of marketing message dissemination. This multi-channel approach caters to the information reception habits of different customer groups, significantly improving customer response rates and marketing efficiency, and enhancing interaction and customer loyalty between the bank and its customers.

[0109] This application also provides a debit card marketing device 200, such as... Figure 2 The diagram shows a structural schematic of a debit card marketing device according to an embodiment of this application. The debit card marketing device 200 includes: an acquisition unit 210, an identification unit 220, and a marketing outreach unit 230, wherein:

[0110] Acquisition unit 210 is used to acquire multi-dimensional information about a one-sided credit card customer;

[0111] The identification unit 220 is used to identify the high-potential customer group among the unilateral credit card customers based on the multi-dimensional information of the unilateral credit card customer and the multi-dimensional profile conditions of the high-potential customer group.

[0112] Marketing outreach unit 230 is used to reach high-potential customer groups among the single-sided credit card customers using a preset debit card marketing strategy, so as to drive the single-sided credit card customers to become dual-card customers. The preset debit card marketing strategy includes product outreach strategy and channel outreach strategy.

[0113] In some embodiments of this application, the multi-dimensional profile conditions of the high-potential customer group are determined in the following manner: obtaining multi-dimensional attribute data of existing dual-card customers, wherein the multi-dimensional attribute data includes at least one of personal attributes, asset attributes, risk attributes, consumption attributes, and product attributes; analyzing the multi-dimensional attribute data of the existing dual-card customers to determine the multi-dimensional profile conditions of the high-potential customer group.

[0114] In some embodiments of this application, the multi-dimensional profile conditions of the high-potential customer group include customer occupation, income level, card type held, and credit limit. The identification unit 220 is specifically used to: identify valid one-sided credit card customers among the one-sided credit card customers; determine whether the valid one-sided credit card customer meets at least one of the profile conditions of the customer occupation, income level, card type held, and credit limit based on the multi-dimensional information of the valid one-sided credit card customer; if so, determine that the valid one-sided credit card customer belongs to the high-potential customer group; otherwise, determine that the valid one-sided credit card customer does not belong to the high-potential customer group.

[0115] In some embodiments of this application, the identification unit 220 is specifically used to: determine whether the valid customer of the one-sided credit card belongs to the unmarketable type of customer after determining that the valid customer of the one-sided credit card meets the profile conditions of at least one dimension of the customer's occupation, income level, card type held and credit limit; if not, retain the valid customer of the one-sided credit card in the high-potential customer group; otherwise, remove the valid customer of the one-sided credit card from the high-potential customer group.

[0116] In some embodiments of this application, the marketing outreach unit 230 is specifically used to: conduct one or more marketing outreaches to customers in the high-potential customer group using the product outreach strategy; wherein, the product outreach strategy includes at least one of online benefits outreach strategy, credit card activity coordination strategy, and principal and interest repayment activity benefits strategy, and the product outreach strategy adopted each time is different.

[0117] In some embodiments of this application, the marketing outreach unit 230 is specifically used to: determine whether customers in the high-potential customer group meet the multi-dimensional profile conditions; determine the channel outreach priority of customers in the high-potential customer group based on the satisfaction status; determine the corresponding channel outreach resources based on the channel outreach priority of customers in the high-potential customer group; and use the channel outreach resources corresponding to customers in the high-potential customer group to outreach them.

[0118] In some embodiments of this application, the marketing outreach unit 230 is specifically used to: when the channel outreach resources corresponding to customers in the high-potential customer group are multi-stage channel outreach resources, utilize the channel outreach resources corresponding to customers in the high-potential customer group to conduct phased channel outreach to customers in the high-potential customer group.

[0119] It is understood that the above-mentioned debit card marketing device can realize all the steps of the debit card marketing method provided in the foregoing embodiments. The relevant explanations of the debit card marketing method are applicable to the debit card marketing device, and will not be repeated here.

[0120] Figure 3 This is a schematic diagram of the structure of a device according to an embodiment of this application. For example... Figure 3 As shown, the device includes one or more processors (or processing units), and may also include one or more memories coupled to the processors, and may also include a communication module coupled to the processors.

[0121] A communication module can be used to communicate with other devices or apparatuses, such as sending or receiving data and / or signals. A communication module may have at least one communication module for communication. A communication module may include any interface necessary for communicating with other devices. Exemplarily, a communication module may be a transceiver, circuit, bus, module, or other type of communication module.

[0122] The processor may include, but is not limited to, one or more of the following: a general-purpose computer, a special-purpose computer, a microcontroller, a digital signal processor (DSP), or a controller-based multi-core controller architecture. The device may have multiple processors, such as application-specific integrated circuit (ASIC) chips, which are time-dependent on a clock synchronized with the main processor.

[0123] The memory may include one or more non-volatile memories and one or more volatile memories. Examples of non-volatile memories include, but are not limited to, at least one of the following: read-only memory (ROM), electrically programmable read-only memory (EPROM), flash memory, hard disk, compact disc (CD), digital video disc (DVD), or other magnetic and / or optical storage. Examples of volatile memories include, but are not limited to, at least one of the following: random access memory (RAM), or other volatile memories that do not persist during the duration of a power outage.

[0124] A computer program consists of computer-executable instructions that are executed by an associated processor. Programs can be stored in ROM. A processor can perform any appropriate action and processing by loading the program into RAM.

[0125] Possible implementations of this application can be achieved through a program, enabling the communication device to execute any of the processes discussed in the foregoing embodiments. Possible implementations of this application can also be achieved through hardware or a combination of software and hardware.

[0126] In some implementations, the program may be tangibly contained in a computer-readable storage medium, which may include in a device (such as in memory) or other storage device accessible by the device. The program may be loaded from the computer-readable storage medium into RAM for execution. The computer-readable storage medium may include any type of tangible non-volatile memory, such as ROM, EPROM, flash memory, hard disk, CD, DVD, etc.

[0127] This application also provides a computer-readable storage medium storing computer instructions or program code thereon, which, when executed by a processor, causes the processor to perform the methods and functions involved in any of the above embodiments. A computer-readable medium can be any tangible medium that contains or stores a program for or relating to an instruction execution system, apparatus, or device. A computer-readable medium can be a computer-readable signal medium or a computer-readable storage medium. A computer-readable medium can include, but is not limited to, electronic, magnetic, optical, electromagnetic, infrared, or semiconductor systems, apparatus, or devices, or any suitable combination thereof. The computer-readable storage medium can be any available medium accessible to a computer or a data storage device such as a server or data center that integrates one or more available media. More detailed examples of computer-readable storage media include electrical connections with one or more wires, magnetic media (e.g., disks, floppy disks, hard disks, magnetic tapes, magnetic storage devices), optical media (e.g., optical storage devices, DVDs), semiconductor media (e.g., solid-state drives), random access memory (RAM), read-only memory (ROM), erasable programmable read-only memory (EPROM or flash memory), or any suitable combination thereof.

[0128] In the above embodiments, implementation can be achieved, in whole or in part, through software, hardware, firmware, or any combination thereof. When implemented in software, it can be implemented, in whole or in part, as a computer program product. Embodiments of this application also provide at least one computer program product tangibly stored on a non-transitory computer-readable storage medium. This computer program product includes one or more computer-executable instructions, such as instructions included in a program module, which execute in a device on a target's real or virtual processor to perform the processes, methods, and functions involved in any of the above embodiments. When the computer program instructions are loaded and executed on a computer, all or part of the flow or function according to the embodiments of this application is generated. The computer can be a general-purpose computer, a special-purpose computer, a computer network, or other programmable device. The computer instructions can be stored in a computer-readable storage medium or transferred from one computer-readable storage medium to another. For example, the computer instructions can be transferred from one website, computer, server, or data center to another website, computer, server, or data center via wired (e.g., coaxial cable, fiber optic, digital subscriber line) or wireless (e.g., infrared, wireless, microwave, etc.) means.

[0129] This application also proposes a computer program product, including a computer program or instructions that, when run on a computer, cause the computer to perform the processes, methods, and functions described in the above embodiments. Typically, program modules include routines, programs, libraries, objects, classes, components, data structures, etc., that perform specific tasks or implement specific abstract data types. In various embodiments, the functionality of program modules can be combined or divided as needed. The machine-executable instructions for the program modules can be executed locally or in a distributed device. In a distributed device, the program modules can reside in both local and remote storage media.

[0130] Generally, the various embodiments of this application can be implemented in hardware or dedicated circuitry, software, logic, or any combination thereof. Some aspects can be implemented in hardware, while others can be implemented in firmware or software, which can be executed by a controller, microprocessor, or other computing device. Although various aspects of the embodiments of this disclosure are shown and described as block diagrams, flowcharts, or represented using some other illustration, it should be understood that the blocks, apparatuses, systems, techniques, or methods described herein can be implemented as, as non-limiting examples, in hardware, software, firmware, dedicated circuitry or logic, general-purpose hardware or controllers or other computing devices, or some combination thereof.

[0131] It should be noted that although embodiments of this application have been described above with reference to the accompanying drawings, these embodiments are not independent of each other, and they can be combined to obtain other embodiments. The methods, situations, categories, and classifications of embodiments in this application are only for the convenience of description and should not constitute a special limitation. Various methods, categories, situations, and features in embodiments can be combined with each other if logically consistent. The various embodiments of this application can be arbitrarily combined to achieve different technical effects. The embodiments of this application will not list various combinations.

[0132] Furthermore, although the operation of the methods of this disclosure is described in a specific order in the accompanying drawings, this does not require or imply that these operations must be performed in that specific order, or that all of the operations shown must be performed to achieve the desired result. Rather, the steps depicted in the flowcharts may be performed in a different order. Additionally or alternatively, certain steps may be omitted, multiple steps may be combined into one step, and / or one step may be broken down into multiple steps. It should also be noted that the features and functions of two or more devices according to this disclosure may be embodied in one device. Conversely, the features and functions of one device described above may be further divided and embodied by multiple devices.

[0133] It should also be noted that the terms "comprising," "including," or any other variations thereof are intended to cover non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements includes not only those elements but also other elements not expressly listed, or elements inherent to such a process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising one..." does not exclude the presence of other identical elements in the process, method, article, or apparatus that includes said element.

[0134] The above description is merely an embodiment of this application and is not intended to limit this application. Various modifications and variations can be made to this application by those skilled in the art. Any modifications, equivalent substitutions, improvements, etc., made within the spirit and principle of this application should be included within the scope of the claims of this application.

Claims

1. A debit card marketing method, characterized in that, The debit card marketing methods include: Obtain multi-dimensional information about one-sided credit card customers; Based on the multi-dimensional information of the unilateral credit card customers and the multi-dimensional profile conditions of the high-potential customer group, identify the high-potential customer group among the unilateral credit card customers; For high-potential customers among the single-sided credit card customers, a pre-set debit card marketing strategy is used to reach them and drive them to become dual-card customers. The pre-set debit card marketing strategy includes product outreach strategy and channel outreach strategy.

2. The debit card marketing method according to claim 1, characterized in that, The multi-dimensional profile criteria for the high-potential customer group are determined in the following way: Obtain multi-dimensional attribute data of existing dual-card customers, wherein the multi-dimensional attribute data includes at least one of personal attributes, asset attributes, risk attributes, consumption attributes, and product attributes; The multi-dimensional attribute data of the existing dual-card customers are analyzed to determine the multi-dimensional profile conditions of the high-potential customer group.

3. The debit card marketing method according to claim 1, characterized in that, The multi-dimensional profile criteria for the high-potential customer group include the customer's occupation, income level, type of credit card held, and credit limit. Identifying the high-potential customer group among the unilateral credit card customers based on the multi-dimensional information of the unilateral credit card customer and the multi-dimensional profile criteria for the high-potential customer group includes: Identify the valid one-sided credit card customers among the one-sided credit card customers; Based on the multi-dimensional information of the valid one-sided credit card customer, determine whether the valid one-sided credit card customer meets the profile conditions of at least one of the following dimensions: customer occupation, income level, card type held, and credit limit. If so, then the valid one-sided credit card customer is determined to belong to the high-potential customer group; Otherwise, it is determined that the valid one-sided credit card customer does not belong to the high-potential customer group.

4. The debit card marketing method according to claim 3, characterized in that, The step of identifying high-potential customer groups among the unilateral credit card customers based on the multi-dimensional information of the unilateral credit card customers and the multi-dimensional profile conditions of high-potential customer groups includes: After determining that the valid customer of the one-sided credit card meets the profile conditions of at least one dimension of the customer's occupation, income level, card type held, and credit limit, it is determined whether the valid customer of the one-sided credit card belongs to the type of customer that is not marketable. If not, the valid one-sided credit card customer will be retained in the high-potential customer group; Otherwise, the valid one-sided credit card customers will be removed from the high-potential customer group.

5. The debit card marketing method according to claim 1, characterized in that, The marketing outreach to high-potential customer groups among the unilateral credit card customers using a pre-defined debit card marketing strategy includes: For customers in the aforementioned high-potential customer group, the product outreach strategy will be used to conduct one or more marketing outreach efforts. The product outreach strategy includes at least one of the following: online benefits outreach strategy, credit card activity coordination strategy, and principal repayment activity benefits strategy. The product outreach strategy adopted each time is different.

6. The debit card marketing method according to claim 1, characterized in that, The marketing outreach to high-potential customer groups among the unilateral credit card customers using a pre-defined debit card marketing strategy includes: Determine the degree to which customers in the high-potential customer group meet the multi-dimensional profile criteria; Based on the aforementioned criteria, determine the channel outreach priority for customers within the high-potential customer group; The corresponding channel outreach resources are determined based on the channel outreach priority of customers in the high-potential customer group. Utilize the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group through channel outreach.

7. The debit card marketing method according to claim 6, characterized in that, The step of using the channel reach resources corresponding to customers in the high-potential customer group to reach customers in the high-potential customer group includes: When the channel reach resources corresponding to customers in the high-potential customer group are multi-stage channel reach resources, the channel reach resources corresponding to customers in the high-potential customer group are used to reach customers in the high-potential customer group in stages.

8. A debit card marketing device, characterized in that, The debit card marketing device includes: The acquisition unit is used to acquire multi-dimensional information about a one-sided credit card customer. The identification unit is used to identify high-potential customer groups among the unilateral credit card customers based on the multi-dimensional information of the unilateral credit card customers and the multi-dimensional profile conditions of high-potential customer groups. The marketing outreach unit is used to reach high-potential customers among the single-sided credit card customers using a preset debit card marketing strategy, in order to drive the single-sided credit card customers to become dual-card customers. The preset debit card marketing strategy includes a product outreach strategy and a channel outreach strategy.

9. An apparatus comprising: processor; And a memory configured to store computer-executable instructions, which, when executed, cause the processor to perform any of the debit card marketing methods of claims 1 to 7.

10. A computer program product comprising a computer program / instructions, characterized in that, When the computer program / instructions are executed by the processor, they implement the debit card marketing method according to any one of claims 1 to 7.

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