Needs detection system

Abstract

To provide a needs detection system and a program for detecting individual customer needs and providing timely and appropriate information.SOLUTION: A needs detection system comprises an Internet banking server 1010, a cookie providing server 1020, a web analysis server 1030, a needs detection server 1050, and a marketing server 1060, and the servers are respectively connected by a network 1500 such as the Internet. The needs detection system further comprises a customer information database 1110 and a mapping table database 1120 and is connected to a customer terminal 1210 via the network 1500.SELECTED DRAWING: Figure 1

Description

[Technical field]

[0001] The present invention relates to a needs detection system, and more particularly to a system for appropriately detecting the needs of customers in a financial institution. [Background technology]

[0002] In recent years, financial institutions have been considering new marketing methods to realize next-generation sales with the aim of transforming into new financial companies that go beyond traditional financial institutions. One of the new marketing methods being considered is the use of digital marketing using the Internet and IT technology.

[0003] On the other hand, in a time when the use of personal data requires strict protection and regulation of its use, the enforcement of the revised Personal Information Protection Act and cookie regulations by Apple and Google are greatly restricting traditional digital marketing activities. It is necessary to respond to this situation as quickly as possible.

[0004] Therefore, it will be necessary to build a marketing activity platform on the Internet and in apps that takes into consideration the use of personal information and utilizes in-house data based on customer consent in accordance with the Personal Information Protection Act and cookie regulations.

[0005] When building a platform for online marketing activities, the use of first-party cookies and third-party cookies can be considered key to achieving targeting based on customers' online behavior on the platform. Regarding the use of first-party cookies and third-party cookies, one example showing the state of the art at the time of filing this application is Patent Document 1. However, this does not take into consideration marketing activities such as detecting customer needs by utilizing first-party cookies and in-house data and automatically providing appropriate information (approach) at the appropriate time. [Prior art documents] [Patent documents]

[0006] [Patent Document 1] Patent Publication No. 2022-048292 Summary of the Invention [Problem to be solved by the invention]

[0007] According to one aspect of the present invention, one of the objectives is to provide a customer needs detection system or program that utilizes first-party data and in-house data to identify individual customers, detect their needs, and automatically provide appropriate information (approach) at the appropriate time. [Means for solving the problem]

[0008] According to one aspect of the present invention, a customer needs detection system is provided. Effect of the Invention

[0009] Other objects, features and advantages of the present invention will become apparent from the following detailed description of the preferred embodiments of the present invention taken in conjunction with the accompanying drawings. [Brief description of the drawings]

[0010] [Figure 1] 1 is a block diagram showing a needs detection system according to an embodiment of the present invention; [Diagram 2] 4 is a flowchart showing information processing executed by the needs detection system of the present embodiment. [Diagram 3] 1 shows an example of a data structure used in the needs detection system of this embodiment. [Figure 4] FIG. 2 is a block diagram showing an application example of the needs detection system according to the present embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0011] FIG. 1 illustrates the system configuration of the needs detection system according to this embodiment.

[0012] The needs detection system 1000 of this embodiment includes an Internet banking server 1010, a cookie provision server 1020, a Web analysis server 1030, a needs detection server 1050, and a marketing server 1060, all of which are connected to one another via a network 1500 such as the Internet. The system of this embodiment also includes a customer information database 1110 and a mapping table database 1120. The needs detection system of this embodiment also includes a customer terminal 1210 via the network 1500.

[0013] The Internet banking server 1010 is a device that provides Internet banking services.

[0014] The cookie server 1020 is a device that provides cookies to customer terminals and acquires customer information (such as a customer serial number).

[0015] The WEB analysis server 1030 analyzes information from the WEB browser of the client terminal.

[0016] The needs detection server 1050 holds customer needs detection information and attribute information linked from a customer information database.

[0017] The marketing server 1060 uses the customer need detection information to make a sales approach.

[0018] The customer information database 1110 stores information about the financial institution's customers in cooperation with the Internet banking server 1010 and the cookie provision server 1020. Here, the information about the financial institution's customers includes, for example, the status of consent to the contents of the consent document at the start of use, customer attribute data (age, occupation, etc.), financial transaction data, and combinations of cookies acquired from the cookie provision server and contractor serial numbers. Note that the customer information database 1110 does not need to be directly connected to the network 1500.

[0019] The mapping table database 1120 stores customer needs information, attribute information, etc. in cooperation with the needs detection server 1050. The mapping table database 1120 does not need to be directly connected to the network 1500.

[0020] The customer terminal 1210 is a device on which a dedicated application (hereinafter, also simply referred to as an "app") and a web browser are installed, and may be, for example, a smartphone.

[0021] FIG. 2 is a flowchart showing an example of information processing executed in the needs detection system.

[0022] A modal window (new window) is displayed, and in S2010, a "consent document at the time of starting use" is presented at the time of initial registration for the application to acquire the customer's intention. For example, the "consent document at the time of starting use" is displayed on the display screen of the customer terminal at the time of initial registration for the application of a dedicated application (hereinafter also referred to as an application or software) installed in the customer terminal. When the customer taps "Agree" displayed on the customer terminal, the dedicated application acquires information on the customer's "agree" or "non-agree" and completes the registration process. Then, the customer terminal transmits the "agree" or "non-agree" data to the Internet banking server, and the Internet banking server stores the data in a customer information database. The "agree" or "non-agree" data stored in the customer terminal information database is stored in the needs detection server via the customer DB. Furthermore, as customer (terminal) information, cookies, customer email addresses, telephone numbers, terminal identifiers of mobile terminals such as smartphones, etc. may be stored.

[0023] In S2020, after the user registration is completed, a modal window (a new window) is displayed in the dedicated application of the customer terminal, and the web browser installed in the customer terminal is started and transitioned to the company's website when the customer taps on the modal window. At that time, the first identifier information is assigned (sent) from the cookie providing server, the second identifier information is assigned from the web analysis server, and the third identifier information is assigned from the tag management tool to the customer terminal that transitioned to the web browser, and the web browser of the customer terminal receives and stores these identifier information. Here, the first, second, and third identifier information refers to a first party cookie issued directly from the domain of the website visited by the user, and in this embodiment, when the user visits the company's website, the cookie providing server, the web analysis server, and the tag management tool assign a first party cookie to the web browser of the customer terminal used by the user so as to be linked to the visit. In addition, in this embodiment, the first, second, and third identifier information are used by financial institutions providing Internet banking services, etc. to identify information on the web browser used by the customer terminal (for example, visit history on the web browser, version information, etc.).

[0024] In parallel with S2020, in S2030, the web browser transitioned from the dedicated application of the customer terminal encrypts and takes over and stores the contract customer serial number stored by the app. Then, the cookie providing server collects contract customer serial number data from the customer terminal to which the first-party cookie is assigned. Here, the contract customer serial number is a unique number assigned to each Internet banking user (identifier) ​​to which the customer terminal is logged in.

[0025] In S2040, the cookie providing server transmits the first identifier information and the contract number to the WEB analysis server via the customer information database. In parallel, the tag management tool transmits the first identifier information, the second identifier information, and the third identifier information to the needs detection server via the WEB analysis server. Here, the second identifier information is information (KEY) that the WEB analysis server uniquely identifies the browser. The owner of the second identifier information is a financial institution that provides the Internet banking service. Similarly to the first identifier information, the third identifier information is information (KEY) that identifies the browser by the financial institution that provides the Internet banking service, but is configured not to be subject to the regulation of ITP (Intelligent Tracking Prevention) for tracking prevention by optimizing, for example, the expiration date of the cookie for each browser.

[0026] In S2050, a mapping table capable of identifying a customer when the customer visits the financial institution's website is created by combining the first identifier information, the second identifier information, the third identifier information, the customer profile, etc. Also, if a mapping table has already been created, it is updated.

[0027] In S2060, the web pages to which the advertisements are to be delivered are determined, and the advertisements are delivered to the determined web pages. Specifically, information on the "agreed" customers is extracted from the needs detection server and sent to the marketing server. The marketing server sends the email addresses, mobile phone numbers, and terminal identifiers of the targets for which the advertisements are to be placed to Google Ads, etc. That is, the financial institution's customers can be individually identified and web advertisements can be delivered to the web browsers of the customers' terminals. For example, the email addresses and telephone numbers of the "agreed" customers can be hashed (encrypted) and provided to the advertisement delivery server, and the advertisement delivery server (not shown) can deliver a web advertisement for a car loan to the financial institution's customer's terminal based on the results of matching the customer data held by the financial institution with the data provided by the bank. Then, when the customer clicks on the delivered web advertisement and visits the financial institution's website, the customer can be determined to have a "car loan need."

[0028] In S2070, when a customer visits the financial institution's website by coming into contact with an advertisement displayed on the web browser of the customer's terminal (by clicking on an advertisement), the needs detection server receives in real time from the web analysis server the first identifier information, the third identifier information, and visit information linked to the contract holder serial number.

[0029] In S2080, the needs detection server compares the received visit information with the mapping table and the consented customer information in the needs detection server to detect needs. The information is sent to the marketing server to make a sales approach. The channels used for the sales approach include sales offices, outbound calls, direct mail (DM), remarketing advertisements, email / app push notifications, and SNS. In addition, when a sales approach is made, any item in the mapping table may be updated.

[0030] FIG. 3 shows an example of the data structure of the mapping table.

[0031] The data structure of FIG. 3 is made up of a customer terminal identifier 310, an existing contract 320, a website viewing date 330, a viewed page 340, a referral source 350, and a sales approach date 360.

[0032] The customer terminal identifier 310 identifies the customer terminal used by a customer of the financial institution. The existing contract 320 indicates whether or not the customer has a contract for a financial product. The website viewed date 330 indicates the date when the customer viewed the website. The viewed page 340 indicates the content of the viewed page. The referral source 350 indicates from where the customer visited the website. The sales approach date 360 ​​indicates the date when a sales approach was made to the customer.

[0033] For example, if customer terminal identifier 310 is customer terminal A, existing contract 320 indicates that the customer has not signed a contract for a car loan offered by a financial institution, but has signed a fixed term deposit contract. Website viewed date 330, viewed page 340, and referral source 350 indicate that a web advertisement related to a home loan was delivered to customer terminal A, and that the home loan page was viewed via that advertisement on April 1st. Sales approach date 360 ​​indicates that a sales approach was made to the customer on April 3rd. Furthermore, if a car loan contract is concluded with the customer who has customer terminal A after the sales approach, existing contract 320 is updated from "no" to "yes."

[0034] Fig. 4 is a block diagram showing an application example of the needs detection system 1000 of this embodiment. In Fig. 4, the needs detection system 1000 is connected to a customer terminal 1210 via a network, and is further connected to a direct mail delivery system 4010 and a call system 4020 via a network.

[0035] In S410, the needs detection system 1000 detects that the customer terminal 1210 has accessed a website via a web advertisement.

[0036] In S420, the needs detection system 1000 instructs the customer terminal 1210 to deliver a DM related to the accessed Web advertisement to the customer terminal 1210. When there are multiple DMs related to the accessed Web advertisement, the customer terminal 1210 may be instructed to deliver the DMs in a predetermined order and for a predetermined period of time.

[0037] In S430, the DM delivery system 4010 delivers the DM designated by the needs detection 1000 to the customer terminal 1210.

[0038] In S440, the needs detection system 1000 transmits call information to the call system 4020.

[0039] In S450, the call system 4020 outputs call information. The call information is information required by the operator when making a call, such as the customer's name, the telephone number of the customer's terminal, and information on the financial product accessed by the customer. The operator makes a call based on the output information.

[0040] According to the customer needs detection system of this embodiment, at least one of the following technical effects can be obtained. In terms of attracting customers, financial institutions can attract customers from channels other than their own (for example, web markets) and dedicated applications. Financial institutions can link their customer keys to mega platform operators and deliver web advertisements to detect the needs of their customers. In terms of speed, once a need is detected, it is possible to approach the customer immediately. After detection, the customer can be approached through multiple channels. From the perspective of sales precision, it is possible to identify the type of customer needs, allowing for a more detailed approach. Customer needs are identified from "keywords searched by customers" and "advertising creatives to which customers responded." From the perspective of customer behavior analysis, digital marketing data can be linked from this scheme to MCIF, and analysis including external customer web behavior can be performed using MCIF-PID as a key. Here, MCIF stands for Marketing Customer Information File, which refers to a "customer information database for marketing purposes." In terms of approach media, once needs are detected, direct mail can be sent automatically, making it possible to approach recipients who cannot receive emails.

[0041] Although the embodiments of the present invention have been described above, various alternatives, modifications, and variations are possible for those skilled in the art based on the above description, and the present invention includes the above-mentioned various alternatives, modifications, and variations without departing from the spirit of the present invention.

Claims

1. 1. A needs detection system, comprising: Means of obtaining consent for third-party provision; After completing the user registration, a means for storing the information on "agreement" or "non-agreement" in the Internet banking database; A means for storing the consent information and then transmitting the consent information to a needs detection server via a customer information database; a means for displaying a modal after completion of user registration, transitioning to a web browser, and having a cookie providing server assign first identifier information, which is a first-party cookie, and collect a subscriber serial number; a means for linking the first identifier information and the subscriber serial number data from the cookie providing server to a needs detection server via a customer information database; A means for linking the first identifier information, the second identifier information, and the third identifier information to a needs detection server via a web analysis server; means for combining customer profiles to create a mapping table that identifies individuals when they visit a website; A means for extracting consenting customers within the needs detection server, linking the extracted consenting customers to a marketing server, and linking the email addresses, mobile phone numbers, and device identifiers of the targets of advertisements from the marketing server; A means for receiving, by a needs detection server, visit information linked to the first identifier information, the third identifier information, and the contract holder serial number from a web analysis server when the customer visits a web site of the financial institution due to exposure to an advertisement or the like; The received visit information is compared with the mapping table and the consented customer information in the needs detection server to detect needs, and the information is sent to the marketing server to launch a sales approach. A system comprising:

2. The system of claim 1 , further connected to a direct mail delivery system and a calling system.

3. A program for use in the system of claim 1.

Images