KB-SYS

KB-SYS

  • T. 02.2039.0100
  • F. 02.2039.0101
  • E. contact@kb-sys.co.kr
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  • 실체 드러낸 우리은행의 초격차 무기… AI기반 ‘개인화 마케팅시스템’ 본격 가동 2021-01-07
    AI 우리은행 케이비시스 빅데이터 2021 개인화마케팅시스템구축


  • - 콜센터 통화 내용 등 비정형 데이터 활용, 방대한 고객행동정보 '통합 DB' 구축
    - AI 기반 최적의 개인별 맞춤 금융 상품 추천 구현
    - 데이터 축적될수록 시스템 파워 지속적으로 강화 예상
     
    [디지털데일리 박기록기자] 지난 2019년 5월 차세대시스템 가동에 들어간 우리은행은 이어 지난해부터는 본격적으로 ‘AI가 강한 은행’(AI Powered Bank)을 표방해왔다. 은행 차원의 전사적 IT전략도 여기에 맞춰졌다. 
     
    영업 및 마케팅, 리스크관리, 고객서비스, 인프라 등 금융 주요 업무에 인공지능(AI) 기술을 적용함으로써 타 은행과 분영하게 차별화되는 금융서비스를 제공하겠다는 전략이었다. 궁극적으로 다른 은행이 따라올 수 없는 '금융서비스의 초격차'를 달성하겠다는 것.
     
    우리은행이 갈구해왔던 이러한 '초격차' 전략중 하나가 1년여의 산고 끝에 마침내 선보였다. 
     
    우리은행(은행장 권광석)은 7일, 고객행동정보를 인공지능(AI)로 분석해 고객별 맞춤형 상품을 추천하는 ‘빅데이터 기반의 고객행동 기반 개인화 마케팅’을 실시한다고 발표했다. 
     
    1월4일부터 본격 가동에 들어간 개인화 마케팅 시스템은 ‘초격차’라는 표현이 어울릴 만큼 기존에 비해 월등하게 업그레이드된 AI 기반의 개인 고객용 금융서비스 플랫폼이다. 
     
    그동안 개인화 서비스에 제대로 활용하지 못했던 풍부한 ‘비정형 데이터’를 기반으로, 개인에게 가장 최적의 금융상품을 빠르게 추천할 수 있도록 지원한다. 
     
    ◆음성 등 비정형 데이터,  “취합→ 추출→ 분석→ 마케팅 활용→ 재학습→지속적 진화”
     
    우리은행의 ‘개인화 마케팅 시스템’은 몇가지 차별화된 기술적 특징을 갖는다.
     
    먼저, 개인 고객 마케팅에 활용하는 비정형 데이터의 범위가 크게 넓어졌다. 이와관련 우리은행측은 기존에 활용했던 고객 인적정보와 거래정보 등 정형데이터와 상담내역(음성), 입출금내역(텍스트), 인터넷 및 스마트뱅킹 이용내역(로그) 등 모든 채널의 비정형 고객행동 정보를 AI기반으로 분석한다고 설명했다.
     
    이어 이렇게 추출된 데이터를 기반으로 개인별 최적화된 맞춤형 상품을 추천한다. 따라서 고객은 영업점 방문시 또는 스마트폰을 통해 평소에 관심을 갖고 있던 금융 상품을 추천받을 수 있다.
     
    시스템의 완성도를 높이기위해서는 콜센터와의 음성 통화같은 ‘비정형 데이터’를 추출하는 과정부터 중요하다. 음성을 데이터화하기 위해서는 고객의 음성을 문자(텍스트)로 자동 전환해야하고, 이 과정이 정확해야 데이터의 품질이 높아진다. 이 과정이 부실하면 데이터 정합성이 떨어지고, 결과적으로 고객행동 분석에도 악영향을 미친다.
     
    우리은행 빅데이터사업부 부부장은 “음성인식율이 80~85% 이상으로 상당히 높은 수준”이라고 전했다. 그동안 국내 은행권에서는 비정형 데이터로 활용하기위한 음성인식률을 약 70~75%수준으로 평가했었다. 데이터에 전폭적인 신뢰을 부여하기에는 다소 아쉬운 수치였다. 
     
    그러나 이번 우리은행의 사례는 기존보다 음성인식율이 월등히 높아진 것으로 평가된다. 아울러 고객과의 콜센터 통화내용은 개인정보뿐만 아니라 금융정보를 담고있기 때문에 민감하게 보호돼야한다. 우리은행은 관련 자체적으로 음성 데이터 분석시스템을 갖췄으며, 이를 통해  생성된 데이터는 '하둡' 플랫폼을 활용해 분석하고, AI(머신러닝)을 통해 학습 강화를 통해 개인 마케팅을 위한 자료로써 활용된다. 
     
    이렇게 마케팅 데이터가 쌓이고, 마케팅이 실행에 옮겨지고, 이 데이터를 다시 축적해 머신러닝으로 분석하게되면 개인 마케팅시스템은 지속적으로 강해진다.  
     
    이번 우리은행의 ‘개인화 마케팅’ 개발 기간은 약 1년 정도 걸렸다. 우리금융그룹의 IT계열사인 우리에프아이에스(FIS)가 사업을 총괄했다. 
     
    이번 서비스에 따라 우리은행은 막대한 비정형 데이터가 생성되는데 이를 위한 IT인프라는 클라우드 방식을 통해 최적화시켰다. 개인 마케팅시스템의 운용은 클라우드방식으로 운영되며, 각 채널의 비정형 데이터를 통합, 관리하는 허브 플랫폼은 국내 IT업체인 케이비시스(KBSYS)가 제공했다. 아울러 AI 분석을 위한 엔진은 국산 AI전문업체인 애자일소다가 맡았다. 
     
    우리은행 “총 1년의 기간중 70%가 데이터 정비에 쏟아부을 만큼 데이터 분석에 자원과 역량이 투입됐다”고 설명했다.
     
    지난 1년간 프로젝트를 진행하면서 우리은행은 음성, 텍스트, 로그 등 비정형 데이터를 정비하고, 기존의 정형 데이터와 결합하여 고객행동정보 통합 데이터베이스(DB)를 구축했다. 또한 AI 마케팅 모델을 마케팅 시스템과 연계하여 실적 집계, 모델 성능평가, 모델 재훈련(Re-training)까지 자동으로 이뤄지는 통합 마케팅 체계를 구축해 모든 채널에 반영했다고 설명했다.
     
    우리은행 관계자는 “앞으로는 실시간으로 고객행동정보를 통해 금융 니즈를 파악하고 최적의 맞춤형 서비스를 제공해야 하는 시대”라며 “이번 빅데이터를 활용한 고객행동 기반 개인화 마케팅을 통해 고객 맞춤형 서비스를 제공해 나갈 것”이라고 말했다. 
     
    <박기록 기자>rock@ddaily.co.kr 
     

    View the original article ▶

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KBSYS Inc. Personal information processing policy

KBSYS Inc. processes and safely manages personal information legally in compliance with the 「Personal Information Protection Act」 and related laws to protect the freedom and rights of information subjects.
Accordingly, in accordance with Article 30 of the 「Personal Information Protection Act」, in order to guide information subjects on the procedures and standards for handling personal information, and to deal with complaints related to this promptly and smoothly
We establish and disclose the following personal information processing policy.



CONTENTS

  • Purpose of personal information processing, collection items, retention and use period
  • Request for personal information processing business
  • Personal information destruction procedure and method
  • Measures to ensure the safety of personal information
  • Processing of pseudonymous information
  • Remedy for Infringement of Rights and Interests
  • Changes in Privacy Policy
  • Provision of personal information to third parties
  • Overseas transfer of personal information
  • Rights and obligations of information subject and legal representative and exercise method
  • Matters concerning the installation, operation, and rejection of automatic personal information collection devices
  • Person in charge of personal information protection and request for access to personal information
  • Installation and operation of image information processing equipment




Article 1 (Purpose of personal information processing, collection items, retention and use period)



  1. KBSYS Inc. handles the personal information of information subjects as follows.

Service purpose of collection Collection items Retention and use period
Contact Us Provide the optimal service of the project to the information subject as a marketing material and confirmation of the user who wants to request the project [essential]
Company Name
Name
Email Address

[Select]
Other items		 - In principle, when the purpose of collection and use of personal information is achieved, it is destroyed without delay.

- However, company name, name of inquirer, e-mail address, phone number, and other optional items are retained for 1 year to provide smooth service to the customer due to information retention according to the company's internal policy.

- If it is necessary to preserve it in accordance with the provisions of related laws, such as the Commercial Act and the Consumer Protection Act in Electronic Commerce, etc., it is preserved for a certain period of time.

 *Records on consumer complaints or dispute handling: 3 years (Act on Consumer Protection in Electronic Commerce, etc.)

 *Website visit history: 3 months (Communications Secrets Protection Act)


Article 2 (Provision of personal information to third parties)



  1. KBSYS Inc. processes the personal information of the information subject only within the scope specified in the purpose of processing personal information, and only when it falls under Articles 17 and 18 of the 「Personal Information Protection Act」 such as consent of the information subject and special provisions of the law Information is provided to a third party, and other than that, the personal information of the information subject is not provided to a third party.

Article 3 (Consignment of personal information processing)



  1. KBSYS Inc. does not entrust the processing of personal information.

Article 4 (Overseas Transfer of Personal Information)



  1. KBSYS Inc. does not consign personal information to overseas corporations.

Article 5 (Personal information destruction procedure and method)



  1. ① KBSYS Inc. destroys the personal information without delay when the personal information becomes unnecessary, such as the expiration of the personal information retention period and the achievement of the purpose of processing. ② If personal information must be kept in accordance with other laws and regulations even though the personal information retention period agreed to by the information subject has elapsed or the purpose of processing has been achieved, the personal information is moved to a separate database (DB) or stored in a storage location. otherwise preserved. ③ The procedure and method of destroying personal information are as follows.
  2. 1. Destruction procedure KBSYS Inc. selects the personal information for which the reason for destruction occurred and destroys the personal information with the approval of the person in charge of personal information protection of KBSYS Inc. 2. Destruction method KBSYS Inc. destroys personal information recorded and stored in electronic file form so that the record cannot be reproduced, and destroys personal information recorded and stored in paper documents by shredding or incinerating.

Article 6 (Rights and obligations of data subject and legal representative and exercise method)



  1. ① The information subject may exercise the right to view, correct, delete, or request suspension of processing of personal information at any time with respect to KBSYS Inc. ② The exercise of rights can be done in writing, e-mail, or fax (FAX) in accordance with Article 41, Paragraph 1 of the Enforcement Decree of the 「Personal Information Protection Act」 for KBSYS INC., and KBSYS Inc. will take action without delay. I'll do it. ③ Rights can be exercised through an agent, such as a legal representative of the information subject or a person who has been delegated. In this case, you must submit a power of attorney in accordance with the "Public Notice on Personal Information Processing Methods (No. 2020-7)" Attachment No. 11 form. ④ The rights of the information subject may be limited in accordance with Article 35 Paragraph 4 and Article 37 Paragraph 2 of the 「Personal Information Protection Act」 when requesting access to and suspension of processing of personal information. ⑤ Requests for correction and deletion of personal information cannot be requested if the personal information is specified as the subject of collection in other laws and regulations. ⑥ KBSYS INC. checks whether the person who made the request, such as a request for reading, a request for correction or deletion, or a request for suspension of processing according to the rights of the information subject, is the person or a legitimate agent.

Article 7 (Measures to Ensure Safety of Personal Information)



  1. KBSYS Inc. takes the following measures to ensure the safety of personal information. 1. Administrative measures: Establishment and execution of internal management plans, operation of a dedicated organization, regular employee training 2. Technical measures: Management of access rights such as personal information processing system, installation of access control system, encryption of personal information, installation and renewal of security program 3. Physical measures: Access control for computer rooms, data storage rooms, etc.
    KBSYS Inc. is carrying out the following activities in addition to the matters stipulated by the law to ensure the safety of personal information. 1. Obtained domestic and international personal information protection certification: ISO27001, ISO27017, ISO27018

Article 8 (Matters Regarding the Installation, Operation and Rejection of Automatic Personal Information Collection Devices)



  1. 1. KBSYS Inc. uses 'cookies' that store and retrieve usage information from time to time in order to provide individual customized services to information subjects. 2. Cookies are a small amount of information that the server (http) used to run the website sends to the user's computer browser, and is sometimes stored on the hard disk of the user's PC computer.  1) Purpose of use of cookies: It is used to provide optimized information to users by identifying the types of visits and use of each service and website visited by the user, popular search keywords, secure access, etc.  2) Installation/Operation and Rejection of Cookies: You can refuse to save cookies by setting options in the Tools>Internet Options>Personal Information menu at the top of the web browser.  3) If you refuse to save cookies, you may experience difficulties in using customized services.


Article 9 (Processing of pseudonymous information)



  1. KBSYS Inc. does not pseudonymize personal information.


Article 10 (Person in charge of personal information protection and personal information access request)



  1. ① KBSYS Inc. is responsible for the overall handling of personal information, and has designated the person in charge of personal information protection as follows for the handling of complaints and damage relief of information subjects related to personal information processing. ② The information subject may request the viewing of personal information in accordance with Article 35 of the 「Personal Information Protection Act」 to the following departments. KBSYS Inc. will make efforts to promptly process the personal information access request of the information subject. ③ The information subject can inquire about personal information protection related inquiries, complaint handling, damage relief, etc. that occurred while using the service (or business) of KBSYS Inc. to the person in charge of personal information protection and the department in charge. KBSYS Inc. will respond to and process inquiries from information subjects without delay.

Category Name, etc Contact
Personal Information Protection Officer Position: Senior Executive Vice President
Name: Jo SooHyun
 Phone Number: 02-2039-2150

Email: shcho@kb-sys.co.kr

FAX: 02-2039-0101
Department in charge of personal information protection Department Name: Marketing Team
Manager Name: Shin Seokmin 		Phone Number: 02-2039-1311

Email: smshin@kb-sys.co.kr

FAX: 02-2039-0101
Request for access to personal information Department Name: Marketing Team
Manager Name: Shin Seokmin 		Phone Number: 02-2039-1311

Email: smshin@kb-sys.co.kr

FAX: 02-2039-0101


Article 11 (Remedy for Infringement of Rights and Interests)



  1. ① KBSYS Inc. guarantees the information subject's right to self-determination of personal information, and strives to provide consultation and damage relief due to personal information infringement. If you need to report or consult, please contact the department in charge below. ▶ Grievance Handling Department Department Name: Marketing Team Manager: Shin Seokmin Contact: 02-2039-1311 Phone number: 02-2039-0100 | Email: smshin@kb-sys.co.kr | Fax number: 02-2039-0101
    ② The information subject may apply for dispute resolution or consultation to the Personal Information Dispute Mediation Committee, Korea Internet & Security Agency Personal Information Infringement Reporting Center, etc. in order to receive relief from personal information infringement. In addition, please contact the following organizations for reporting or consulting of other personal information infringement. 1. Personal Information Dispute Mediation Committee: (without area code) 1833-6972 (www.kopico. go.kr) 2. Personal information infringement reporting center: (without area code) 118 (privacy.kisa.or. en) 3. Supreme Prosecutors' Office: (without area code) 1301 (www.spo.go.kr) 4. National Police Agency (without area code) 182 (ecrm.cyber.go.kr)
    ③ The head of a public institution responds to the request pursuant to the provisions of Article 35 (Access to Personal Information), Article 36 (Correction/Deletion of Personal Information), and Article 37 (Suspension of Processing of Personal Information, etc.) of the 「Personal Information Protection Act」 A person whose rights or interests have been infringed upon due to a disposition or omission may request an administrative appeal in accordance with the Administrative Appeals Act. ▶ Central Administrative Appeals Commission: (without area code) 110 (www.simpan.go.kr)

Article 12 (Installation and operation of visual information processing equipment)



  1. KBSYS Inc. does not install or operate image information processing devices.

Article 13 (Change of Privacy Policy)



  1. ① This personal information processing policy is applied from 2023.02.15. ② You can check the previous privacy policy below. - Apply from 2015. 1. 14 to 2022. 2. 14 (click)

Personal information processing policy

KBSYS Inc. hereinafter values your personal information and complies with the Act on Promotion of Information and Communication Network Use and Information Protection.
The company will inform you of the use and method of personal information provided by you through the personal information processing policy and what measures are being taken to protect your personal information.
When the company revises its personal information processing policy, it will announce it through a website notice or individual notice.

Privacy items that you collect

  1. - Name of the company and the name of the person inquiring: Used in the identification process according to the use of the service, such as the request for counseling. - E-mail address: Securing a smooth communication path for processing counseling applications, etc. - Other items: Securing basic data for web consulting

Purpose of collection and use of personal information

  1. - We collect and use your personal information for the purpose of providing the optimal service of the project you want as identification and marketing data for users who want to request for the project.

Period of retention and use of personal information

  1. - In principle, users' personal information shall be destroyed without delay when the purpose of collecting and using personal information is achieved. - However, the company name, customer name, e-mail address, phone number, and other optional items may be retained for one year to provide the customer's desired service due to the company's internal policy. - If it is necessary to preserve it according to the relevant statutes, such as the Commercial Act, the Consumer Protection Act in e-commerce, etc., it shall be preserved for a certain period of time. * Records on the handling of consumer complaints or disputes: 3 years* Act on Consumer Protection in e-commerce, etc. (Records on self-confirmation (months), records on visits (3 months)

Period of retention and use of personal information

  1. - Destruction procedure : The information you entered for the quotation inquiry will be transferred to a separate DB after the purpose has been achieved. In case of paper, it will be stored for a certain period of reference according to the internal policy of the document box and other related laws. * Personal information transferred to a separate DB will not be transferred for any other purpose other than being retained unless it is legal. - Destruction method : Personal information stored in electronic file type shall be deleted using a technical method that cannot play records.

Provide personal information

  1. In principle, the company does not provide users' personal information outside. However, exceptions are made in the following cases. Where the users have agreed in advance/according to the provisions of the Act or if there is a request from the investigative agency in accordance with the procedures and methods prescribed by the Act for the purpose of investigation.

Consignment of personal information collected

  1. The company does not entrust your information to an external company without your consent. If such a need arises in the future, we will notify you of the consignee and the details of the entrusted work and get prior consent if necessary.