From Passive Responsive to Proactive Understanding: What We Can Learn from Ping An Securities
从“被动响应”到“主动懂你”：我们能从平安证券学到什么
Customer experience is evolving quickly in China’s financial services sector. Recently, Ping An Securities announced a series of initiatives aimed at transforming how it serves its clients. The move highlights a broader trend: financial institutions are no longer satisfied with passively responding to customer needs. They are working to anticipate them, and to deliver faster, warmer, and more consistent service.
客户体验正在快速改变，尤其是在中国的金融服务领域。近期，平安证券宣布了一系列举措，旨在全面升级其服务方式。这一动作反映了一个更广泛的趋势：金融机构不再满足于被动回应客户需求，而是努力去预判需求，并提供更快、更有温度、更一致的服务。
Live-Stream Q&A: Meeting Customers Where They Are
One of the most notable upgrades is the launch of live-stream Q&A sessions. During market hours, Ping An now offers real-time expert support through its app and live channels. This shift takes customer service from a static help desk to a dynamic, interactive format that feels closer to a conversation than a transaction.
For investors navigating fast-moving markets, this kind of support makes a real difference. It provides both immediacy and reassurance, while also building trust in the brand.
直播问答：在客户所在之处与其沟通
最值得注意的升级之一是推出了直播问答服务。在交易时段，平安证券通过其 App 和直播频道，提供专家的实时支持。这种转变让客服从一个静态的帮助台，变成了动态、互动的形式，更像是一场交流而不是一笔事务。
对于需要在快速变化的市场中做出决策的投资者而言，这种支持非常重要。它不仅提供即时性和安心感，还增强了客户对品牌的信任。
ATO Integration: Online, Remote, Offline Combined
Ping An has also adopted an “ATO integration” service model, which brings together three key touchpoints:
A (App/Online): digital tools and mobile platforms.
- T (Tele/Remote): phone, video, and remote channels.
- O (Offline): traditional in-person service at branches.
ATO 一体化：线上、远程与线下相结合
平安证券还采用了**“ATO 一体化”服务模式**，将三大触点整合：
- A（App/Online）：数字化工具和移动平台。
- T（Tele/Remote）：电话、视频和远程渠道。
- O（Offline）：线下网点的传统面对面服务。
通过打通这些环节，平安证券希望消除摩擦，让客户旅程更流畅。无论客户是先在线上浏览、再打电话咨询，还是在线上下单后到网点办理，都能享受到一致的服务质量。
Customer Profiling: From General to Personal
Another core upgrade is customer segmentation. Ping An now uses 400 product tags and 66 service scenarios to build detailed profiles. This level of insight enables them to move from one-size-fits-all support to personalized guidance.
In practice, this means recognizing the difference between a first-time investor looking for simple explanations and an experienced client expecting sophisticated analysis. Both get service tailored to their context.
客户画像：从普遍到个性化
另一项核心升级是客户分层。平安证券目前利用400 个产品标签和66 个服务场景来构建更细致的客户画像。这种洞察让他们能够从“一刀切”的支持模式，转向个性化指导。
在实践中，这意味着他们能区分初次投资、需要简单解释的新手客户，与期望获得深入分析的资深客户。两者都能得到符合自身背景的服务。
Why This Matters for CX
The steps taken by Ping An Securities illustrate a shift in customer experience design:
- From reactive to proactive: anticipating needs instead of waiting for complaints.
- From siloed to integrated: connecting digital, remote, and offline channels.
- From generic to personalized: using data to deliver relevant, human-centered service.
In financial services — where trust and speed are crucial — these changes can make or break loyalty.
为什么这对 CX 很重要
平安证券的这些举措展示了客户体验设计的转变：
- 从被动到主动：不再等客户抱怨，而是提前预判需求。
- 从割裂到一体化：打通数字化、远程和线下服务。
- 从通用到个性化：利用数据提供相关且贴近人性的服务。
在金融服务领域 —— 一个速度和信任同样重要的行业—— 这些改变可能直接决定客户的忠诚度。
Conclusion
Ping An’s efforts reflect a larger reality: CX is now a competitive edge in finance. Firms that embrace innovation and put the customer at the center will stand out, not just by what products they sell, but by how they deliver them.
For other industries, the lesson is clear. Customers everywhere are raising the bar. Meeting expectations means moving beyond transactions to truly understanding and serving people in the ways that matter most.
结论
平安证券的努力反映了一个更大的现实：客户体验如今已成为金融业的竞争优势。那些敢于创新、以客户为中心的企业，将不仅仅靠产品取胜，而是靠交付方式取胜。
对于其他行业来说，启示同样清晰。顾客的期望正在不断提高。满足这些期望意味着超越交易本身，真正理解并在关键时刻服务于他们。
Source: 新浪财经 (2025). 平安证券：从“被动响应”到“主动懂你”https://finance.sina.cn/2025-09-15/detail-infqqiwi4579309.d.html