President Lim Young-jin declared that Shinhan Card will thoroughly reform its operation in order to make a start as it opens “the age of Euljiro” in Seoul. He made the declaration at a ceremony held on Nov. 4 to commemorate the company’s recent relocation to its new building in Euljiro.
He urged, “everyone from executives to staff to change their mindsets and work habits from this moment on to work harder and better for the company’s overall reform.” He said the relocation to the new building should be the starting point for the company’s new centennial and everyone with the company should double down on their effort. Shinhan Card moved from its office in Myung-dong, in the heart of Seoul, to its new building in Euljiro, also in the downtown area of the capital city, closing its Myung-dong area operation after 10 years.
The CEO displayed the words, “Beyond X,” the X being the Roman letter for 10, meaning that the credit card firm should exceed its accomplishments from the past 10 years. He said the strategy called for continued growth from the “zero base” point of view, the first-class DNA organizational culture to grow in its system and turn itself to be the first digital enterprise as the three major tasks in the push for reform.
Shinhan Card has established a card portfolio that comprehensively analyzes diverse factors, including customer lifestyle and card use patterns, based on the industry’s first newly opened next-generation computer system together with the big data of 22 million customers. The card portfolio provides card products and service benefits where customers can enjoy the best profits.
“Also, we operate the ‘Tops Club’ system, which is a program for managing outstanding customers who can receive preferential services for all affiliates of Shinhan Financial Group, such as exempting annual fee and commissions, providing premium coupons, and giving discounts on cultural performances,” according to the company.
Shinhan Card continually developed and implemented differentiated services to satisfy customers, including providing a 24-hour settlement service, developing customized ARS, sending cards to a third location wanted by customers, and providing personal information consent forms by mobile phone.
“We provided services to customers who were socially disadvantaged or times of difficulties, including providing sign language consultations to customers with hearing disabilities, providing exclusive care services for the elderly, and implementing a system of exempting interests on deceased customers,” the company said.
Shinhan Card’s representative application ‘Smart Shinhan’ allows users to receive the same level of services provided by the computer’s homepage, including approxiamtely 90 menus on various searches, settlements, card and service applications, through their smart phones.
‘Smart Shinhan’ has established itself as the best application of a card company as of January 2013 with 3.13 million cases of accumulated downloads and 650,000 visitors on the website per month.
It received recognition for its convenience and excellence by winning various awards, including the 3rd Smart Application Technology Innovation Award, the 2012 Korea Mobile Application Award for Financial Services, the 3rd Korea Mobile Award for Best Application in Business Sector, and the 2nd Mobile Brand Award for Best Mobile Application in Credit Card Sector.
There is an increasing trend of check cards due to the government’s promotional policies to use check cards, the tax incentives and the overall social atmosphere. However, in the case where there is a lack of balance in the account, it is inconvenient to use the card, which is why the increase of check card use is not that huge.
In order to resolve such inconvenience and facilitate the use of check cards, Shinhan Card released the Korea’s first hybrid card, which goes back and forth between the boundaries of check cards and credit card.