Kansei Operation: The Application of Kansei Engineering Technology to the Operating Activities of Financial Products in the Big Data Era

The challenge of big data era to the operation and management of financial products boil down to how to turn data operation capacity into the core competitiveness. Under the existing operation and management model of financial products, the unity between the efficiency and benefits of operating activities can be hardly achieved in big data era. Kansei engineering technology is targeted at better coordinating the relationship between consumers and products and providing a solution to the contradiction between the width and precision of big data information while conveying the usage requirements of products. This paper takes the lead in applying the Kansei engineering thoughts in non-industrial fields to the optimization of financial products operation. It proposes the concept of Kansei operation by analyzing the product lifecycle management of financial products, which is of prime importance to correctly process the structured and semi-structured Kansei information, reduce data mixture and achieve operational excellence. With the differential customer perceptual analysis as the research basis, this concept applies the conversion of sentimental demand quantification into real values to the optimization of financial products operation, thus putting into use the operational excellence in the big data era.