Ping An Huì Píng - Cash Loan Service Process Evaluation
Company overview
Ping An Huì Píng Financial Services is a dedicated brand under Ping An Insurance (Group) Company Limited, focusing on personal and small and medium-sized enterprise (SME) lending services. Since launching its personal consumption finance business in 2005, Ping An Huì Píng has continuously innovated product models and expanded service channels, leveraging a "guarantee insurance plus bank loan" model, the "Ping An Direct Loan" online product, and exploration into P2P and SME financial services, gradually establishing itself as a key player in the consumer finance sector. With operations spanning multiple cities across China, it has contributed significantly to the advancement of inclusive finance
Research background
As competition in the consumer finance sector intensifies, customer attention to the usage experience and service quality of lending products continues to rise. To identify shortcomings in product design and usage processes, strengthen sales staff service standards, and prevent non-compliant sales practices, Ping An Huì Píng urgently needs to evaluate the current state of its products and services from a consumer's perspective. This will enable continuous optimization, enhance customer satisfaction, and strengthen brand competitiveness
Research scope
In August 2016, CEIDEA Research was commissioned by Ping An Huì Píng Financial Services to conduct a mystery shopper study. Research personnel, simulating real customer identities, deeply engaged in the sales process, experiencing key stages such as loan consultation, product explanation, application procedures, document review, and risk warnings. The study comprehensively documented service representatives' attitudes, professionalism, completeness of information disclosure, and compliance of risk warnings, assessing whether there were instances of misrepresentation, concealment, or non-compliant sales. It also identified bottlenecks and recommendations encountered during actual service workflows.
Expected outcomes
The research report will help Ping An Huì Píng systematically identify weaknesses in product and service processes, uncover potential compliance risks and service deficiencies in sales operations. It will provide scientific evidence for subsequent product design improvements, standardized sales practices, and enhanced service quality, further boosting customer satisfaction and brand credibility. This will enable Ping An Huì Píng to maintain stable and sustainable development in a fiercely competitive consumer finance market.
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