The results of the "2026 Golden Stone Awards & Outstanding Financial Consumer Protection Case Selection," hosted by Sina Finance, have been announced, highlighting exemplary cases in credit card consumer protection. Among numerous competing financial institutions, the Credit Card Center of Agricultural Bank Of China Limited distinguished itself. It was honored with the "Outstanding Credit Card Consumer Protection Case" award for its submission titled "Upholding the 'Finance for the People' Mission and Building a New Framework for Consumer Protection Work."
The following is a summary of the awarded case: The Credit Card Center of Agricultural Bank Of China Limited consistently adheres to a people-centered value orientation, actively fulfilling its "Finance for the People" mission and the responsibilities of a major state-owned commercial bank. It deepens the principle of "Party Committee overseeing consumer protection, guiding bank-wide management," continuously improving products, services, and processes to safeguard the interests of financial consumers. Efforts are made with dedication, care, and vigor to establish long-term financial consumer protection mechanisms. In 2025, the center achieved key objectives, including optimal consumer protection evaluations, superior complaint management, and the foundational establishment of an intelligent consumer protection system, integrating consumer protection as an organic component and driver of high-quality business development.
Top-down reinforcement of consumer protection awareness across the organization has been prioritized. Internally, the Credit Card Center established a clear, well-supported, and effective consumer protection management structure. It defined a leadership responsibility system where the "Party Committee oversees consumer protection, the primary leader holds overall responsibility, and the Discipline Inspection Commission supervises," intensively promoting consumer protection work and systematically optimizing products and services.
Multiple channels have been streamlined to resolve customer issues diversely. The center continuously improved complaint channels, actively listening to and addressing customer concerns. In 2025, it resolved 11,415 disputes through mediation and compulsory enforcement notarization, a 40% year-on-year increase, achieving a 100% mediation rate. Processes were seamlessly connected, with complaints categorized and分流 upon receipt; 95% of minor issues were resolved online. Clear-cut complaints were addressed immediately or within a short period, while complex cases were swiftly escalated to specialized dispute resolution institutions. Platform support was enhanced through practical manuals for diversified resolution mechanisms, featuring functions like mediation applications and online notarization. Real-time tracking, online negotiation, and electronic evidence preservation enabled precise and efficient handling. Effective personnel coordination involved training versatile dispute resolution professionals skilled in both business and mediation techniques. For major complex issues, cross-disciplinary teams analyzed problems from customer, legal, and market perspectives to seek optimal solutions.
Initiatives focused on serving the people, deepening the integration of consumer protection and business operations. Adhering to the principle of "transforming consumer protection into an organic part and driver of high-quality business development," the center implemented source control through closed-loop management combining "policy benefits, scenario implementation, and controllable risks." Efforts to boost service consumption included specialized measures enhancing trade-in support, achieving advancement in trade-in consumption share through key channels like UnionPay and JD.com. Annual themed marketing campaigns, such as "Spring Festival Cultural Tourism Month," "Spring Outdoors Season," and "Warm Winter Travel," benefited over 10 million customers, generating 91.2 billion yuan in cultural tourism spending and injecting financial vitality into the industry.
Customer needs were met by creating "online + offline" consumption scenarios, launching cashback promotions, and establishing cross-border service counters at branches. Initiatives like credit card-foreign exchange bidirectional penetration enhanced the experience for 1.4287 million overseas consumption customers. Services for county-area customers included the "Joint County Consumption Boost Initiative," building a "one-county, multiple commercial circles" ecosystem covering over 40,000 merchants, effectively meeting upgraded consumption demands. Aligning with national initiatives like "Seed Industry Revitalization" and "Agricultural Machinery Strengthening," the center innovated with "B+C" model agricultural benefit installment services for scenarios like machinery and input purchases, offering interest-free or low-interest installments to end farmers, alleviating credit sales pain points in the supply chain.
Customer suitability was emphasized through strengthened appropriateness management. The center upheld the principle of "providing suitable products through appropriate channels to suitable customers," continuously enhancing suitability management. Intelligent risk control systems enabled "personalized" suitability strategies, introducing card-customer and card-rights suitability approaches. Regulatory requirements were integrated throughout business processes, ensuring reasonable product matching and appropriate credit allocation to mitigate default risks. In 2025, delinquency rates, non-performing ratios, and adjusted non-performing ratios remained low. Year-round 24/7 transaction monitoring alerted customers to 40,200 transaction risks, preventing 310 million yuan in potential losses, and recovering 18.12 million yuan in fraud losses for over 3,000 customers, safeguarding their funds and ensuring card security.
Experience was prioritized through digital-intelligent consumer protection governance. Pre-emptive measures included linking consumer protection with experience strategies, launching a one-stop "Consumer Protection and Experience Review" feature on the credit card digital platform, and conducting internal testing before marketing campaigns to prevent risks from system parameters or functional defects. Annual reviews included 1,599 consumer protection checks and 736 SMS penetration tests, with smart reviews covering over 100 mobile credit card page inspections, preemptively blocking 150 potential risks. Training empowered business units to address issues at the source, reducing problem identification rates on the official website by 30% in 2025. Mid-process initiatives optimized intelligent services using smart voice portals and NLP algorithms to enrich human-machine interactions. Iterations of the "Precise Service Prediction Model" focused on high-probability scenarios with tailored strategies, forming a closed loop from prediction to resolution, reducing disputes by approximately 15%. Post-event溯源治理 involved system-data integration to collect full-channel customer feedback, automatically gathering external ratings, intelligently identifying recurring or new experience bottlenecks, and forming governance tasks with automated tracking and manual reviews for closed-loop management.
Brand building was achieved through diversified educational efforts. The center developed a multi-dimensional consumer protection brand, adhering to "where customers are, consumer protection education goes," conducting 724 targeted online and offline financial education sessions annually. Brand塑造 included creating the "ABC Wabao" IP形象 for educational integration, deepening brand recognition. Embedded education utilized high-frequency touchpoints like mobile banking channels and official accounts, integrating knowledge into statements and card letters, reaching over 35 million customers monthly. Targeted education addressed "the elderly, youth, and new customers" with community, corporate, and university "grid" sessions; county-area initiatives featured anti-fraud micro-films for elderly groups and face-to-face education in areas like Jiading. Digital education pilot tested a 3D credit card consumer protection exhibition hall, guided by the "ABC Wabao" AI avatar, where consumers used VR to explore transaction simulations and educational zones, gaining broad public and industry recognition. Effectiveness included active participation in industry events, selection for Shanghai’s financial education editorial team, and awards like Sina Finance’s "Outstanding Credit Card Consumer Protection Case" and Shanghai’s exemplary educational works against illegal financial activities. In 2025, online education reached over 76 million people.
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