金融學專業(yè)外文翻譯---對簡便銀行的簡單見解

1、<p>　　本科畢業(yè)論文外文翻譯</p><p>　　出 處： Infosys Strategic Vision </p><p><b>　　原 文：</b></p><p>　　Insights from Banking Simple</p>&

2、lt;p>　　By Ashok Vemuri</p><p>　　Introduction</p><p>　　“A simpler way of banking.We treat with you respect. No extraneous features. No hidden fees.” For the uninitiated, this is the mantra of

3、BankSimple, a Brooklyn-based startup which has positioned itself as a consumer-friendly alternative to traditional banks. BankSimple pushes a message of user experience—sophisticated personal finance analytics, a single

4、“do-it-all” card, superior customer service, and no overdraft fees.Though branchless and primarily online-based, BankSimple is also planning to</p><p>　　Like personal finance sites Mint.com and Wesabe before

5、 it, BankSimple is looking to tap into a perceived gap between what major banks provide and what consumers want. A recent survey by ForeSee Results and Forbes found that consumers view online banking as more satisfying t

6、han banking done offline. Though good news for the industry as a whole, the survey also found that the five largest banks in the country scored the lowest in the study. Cheaper and more customer friendly, digital banking

7、 is th</p><p>　　As you read, significant investments are being made by banks to improve their online, mobile, and IVR customer-friendliness. Major banks are embracing these channels, and customer satisfactio

8、n will likely improve over time. Even so, startups like Bank-</p><p>　　Simple should be viewed as a learning opportunity. Their ideas are disruptive and often highlight pain points that need to be addressed.

9、 BankSimple’s first two stated philosophies are a good place to start: “A simpler way of banking” and “We treat you with respect.”</p><p>　　Ask the Right Questions to Achieve Simplicity</p><p>　

10、　BankSimple’s “simpler way of banking” tenet is primarily driven by its business model.A relatively small number financial products and services (bill pay, savings/checking account, loans, account transfers) will allow B

11、ankSimple to declutter its offerings.This minimalist approach is embodied in the first planned product—a single card providing checking, savings, rewards, and a line of credit. Obviously, major banks have a much differen

12、t business model. Higher wallet share is necessary to grow re</p><p>　　With banks in the midst of a reputation crisis, customer service has taken on more importance</p><p>　　Unfortunately, cross

13、 selling efforts often congest and complicate the banking experience. Consumers can get lost in a maze of clicks, confusing products, and fine print. Simplicity and straightforward banking are not easy to implement. If t

14、hey were, we wouldn’t be having this discussion. However, by asking a few important questions you can set your bank on a path to simplicity:</p><p>　　l Where are the headaches? Where are you receiving the mo

15、st customer service complaints and queries? How long does it take to complete basic activities (i.e., open an account or enroll in online banking)? Once these pain points are identified, process reengineering can be unde

16、rtaken to improve speed and customer satisfaction.</p><p>　　l Are your customers happy with their channel of choice? Certain customers prefer using online banking or mobile banking. Others prefer phone and b

17、ranch banking. Can all of their needs be met through their channel of choice? Do predominantly mobile bankers have to make unnecessary trips to the bank branch? Availability of products and services through the channel o

18、f choice can be a powerful switching mechanism. The usability and simplicity of the online channel is another important consideration</p><p>　　l Are the benefits of your products and services clear and under

19、standable? The burgeoning number of products banks offer can be a nightmare for many time and attention-strapped customers. A multitude of channels to navigate through often compounds the complexity. Side-by-side compari

20、sons, easy to understand terms and conditions, and easy access can add a dash of simple to any bank.</p><p>　　l Do you really know your customers? Intelligent and effective use of analytics can unlock what p

21、roducts and services are applicable to a given customer. The rise of unstructured analytics allows financial institutions to sift through data outside of the database—blogs, social media sites, emails, wikis, and even au

22、dio and video. From unstructured data, banks can derive more complete profiles of their customers. Patterns and preferences can be pinpointed—improving the efficacy of marketing and c</p><p>　　Online Banking

23、: Increasing Adoption, Access, and Usage</p><p>　　The report recommends that banks adopt a more aggressive strategy that will give financial institutions a competitive advantage with Internet-savvy and young

24、er consumers who will fuel banks’ profits in the decade ahead. The report surveyed the top 30 U.S. full-service retail bank Web sites and identifies the appropriate level of adoption of four key initiatives that the repo

25、rt recommends. The report also details the current level of Internet access, online banking adoption, and customer satisfac</p><p>　　Most bank customers (36 percent) prefer to do their banking online compare

26、d to any other method, according to a new ABA survey. Last year, 25 percent of customers favored online banking. The annual survey of more than 1,000 consumers was conducted for ABA by Ipsos-Public Affairs, an independen

27、t market research firm, on Aug. 14-15, 2010. "Clearly, online banking has fully penetrated the market," says Nessa Feddis, ABA vice president, senior counsel and retail banking expert. "Online banking is t

28、h</p><p>　　Embrace Social Media to Convey Respect</p><p>　　BankSimple promises its customers “no more getting passed around the call center.” In other words, “we treat you with respect” boils do

29、wn to one thing: customer service. From the branch, to the customer service representative, to the IVR, to email and chat, customer service has evolved considerably over the last 50 years. With the banking industry in th

30、e midst of a reputation crisis, customer service has taken on even more importance.</p><p>　　Traditionally, customer service has been a numbers game. More customer service representatives means more problems

31、 solved and questions answered. However, with the growth of social media, banks find themselves with an opportunity to deliver improved customer service with a non-linear cost structure. Online forums provide customers a

32、n opportunity to share frustrations, find answers to questions, and help one another out. Twitter and Facebook-based customer service representatives can answer multi</p><p>　　Archaic systems, a lack of inte

33、gration, and molasses-like processes present a challenge to even the most agile of large banks. As customers become increasingly sophisticated and demanding, these weaknesses are amplified. BankSimple and other digital f

34、inance entities should be viewed as a source of inspiration and a guide for innovation and improvement. The future of banking is a blend of simplicity, customer service, digital savvy and product and service diversity. B

35、anking “simple” is just one s</p><p>　　Convenience</p><p>　　It’s probably safe to say that most people choose their bank or savings and loan on the basis of location，picking one that’s closest t

36、o their home or job.</p><p>　　Before you do that，however，drop into the branch you are considering to see how it handles its customer traffic during the peak lunch-hour rush，particularly on Fridays. Is there

37、an express line for customers with simple deposits or withdrawals？Is there a single line that move the people most efficiently to the next available teller？Are there enough tellers？Are there 24-hour automated teller mach

38、ines？If you work in the city and live in the suburbans，will you be able to do your banking in either pl</p><p><b>　　譯 文：</b></p><p>　　對簡便銀行的簡單見解</p><p><b>　　引言&l

39、t;/b></p><p>　　本文探討了簡便銀行的一些認識和簡單的介紹了它的一些功能?！耙粋€簡單的方法就是怎樣去處理你客戶的期望，沒有多余的功能和隱藏的費用?！睂τ谕庑衼碚f這就是簡便銀行的標語。布魯克林的啟動把它定位為一個用戶友好的替代品代替銀行本身。簡便銀行推動了用戶體驗信息，先進個人財務分析信息，一個單方面的全過程的銀行卡，優(yōu)質的客戶服務，但是并沒有額外的費用。盡管以網(wǎng)絡為基礎的分支機構沒有，簡便銀行

40、也規(guī)劃提供一些涉及傳統(tǒng)客戶服務方面的內容，包括電話支持銀行和郵件存款。有趣的是，簡便銀行也可能不會是銀行---至少在技術上，聯(lián)邦存款保險公司意義上的字沒有。相反，簡便銀行的戰(zhàn)略是集中成為一個前端以客戶時間經(jīng)驗為主，后端核心銀行部分將以聯(lián)邦存款保險公司保險的合作銀行為重點。通過IT投資和根深蒂固的應用，簡便銀行的團隊已經(jīng)建立了自由創(chuàng)新，用戶友好的在線界面，客戶服務計劃以及相關的地洞和社會反響和支持使得越來越多的消費者有這些需求。方法之一是

41、把它看做很多銀行會面臨的會計，合規(guī)性和技術性挑戰(zhàn)。</p><p>　　像個人理財網(wǎng)站Mint.com和Wesabe之前，簡便銀行正在尋求開拓成一個集中銀行主要提供什么和消費者主要需要什么兩者之間的平衡點。最近的一個遇見結果與福必死發(fā)現(xiàn)的調查得出，消費者認為做網(wǎng)上銀行比做離線銀行更令人滿意。雖然對整個行業(yè)來說這是一個好消息，但是調查還發(fā)現(xiàn)，在研究中國內五大銀行的得分是最低的。費用便宜，更多的客戶友好，數(shù)字銀行是銀

42、行未來發(fā)展的方向，但很多的消費者認為最好是信用社，社區(qū)銀行，以及像簡便銀行一樣的形式。</p><p>　　就像你閱讀到的，投資銀行正在做出重大的改變，以改善他們的在線，移動和IVR客戶友好。各大銀行都擁有這些渠道，提高客戶滿意度可能會隨著時間的推移而有所增加。即便如此，銀行的簡單創(chuàng)業(yè)都應該被看做是一個學習的機會。他們的思想往往是破性和有突出的不定點，需要加以解決。簡便銀行的前兩個理念是一個好的開始：“一個簡單的

43、銀行”，“我們尊重你們”。</p><p>　　提出正確的問題并解決</p><p>　　簡便銀行的宗旨“簡單的銀行業(yè)務方式”，主要是得益于公司業(yè)務模式。最近的一個數(shù)量相對腳上的金融產(chǎn)品和服務(賬單支付，儲蓄，支票賬戶，貸款，賬戶轉賬)講允許簡便銀行提供簡單的服務。這種最低限度的做法首先體現(xiàn)在規(guī)劃中的產(chǎn)品，提供一個單一的檢查，儲蓄，獎勵和行用卡的信用額度。</p><p

44、>　　顯然，各大銀行有很多不同的商業(yè)模式。高等數(shù)量份額要增加收入和提高市場占有率。產(chǎn)品創(chuàng)新和交叉銷售時實現(xiàn)這種凡是的兩種辦法。危機中銀行的聲譽需要采取提高客戶服務來消除。不幸的是，交叉銷售努力往往擁擠和復雜了銀行的服務體驗。消費者可以在一個迷路混亂的產(chǎn)品中進行點擊。簡單而直接的銀行是不容易實現(xiàn)的。如果他們容易實現(xiàn)，那我們不會有這個討論。然而，通過幾個重要的問題，你可以使之一個簡單的路徑來實現(xiàn)你的私人銀行：落腳點在哪里？你在哪里獲得

45、最多的客戶服務的投訴及查詢？多久才能完成基本活動（即開立賬戶或參加網(wǎng)上銀行）？一旦這些基本點確定之后，可以進行流程再造，以改善速度和客戶滿意度。你的客戶與他們所選擇的渠道相匹配嗎？某些客戶喜歡使用網(wǎng)上銀行或手機銀行業(yè)務，其他人則傾向于手機和分支銀行，通過他們所選擇的渠道是他們的需求得到滿足了嗎？銀行家們必須做出不必要的選擇進行銀行分支？通過產(chǎn)品和服務的可用性的首選渠道可以是一個強大的交換機制。在線渠道的可用性和簡單性是另一個考慮的重要因

46、素。網(wǎng)站給人的第一印象如何？客戶可以快速找到他們在尋找什么嗎？客戶在網(wǎng)上同時進行檢測活動，客戶調查（獎勵措施有助于鼓勵客戶參與）一些</p><p>　　越來越多的人使用網(wǎng)上銀行</p><p>　　該報告建議銀行采取更積極的戰(zhàn)略，這將使金融機構熟悉互聯(lián)網(wǎng)和年輕的消費者誰會在未來十年提高銀行利潤的競爭優(yōu)勢。該報告調查了美國30個頂級的全方位服務的零售銀行網(wǎng)站和標識的四個主要措施，報告建議銀

47、行采用適當?shù)乃健Ｔ搱蟾孢€詳細介紹了網(wǎng)上銀行的現(xiàn)有水平。通過網(wǎng)上銀行和客戶滿意來體現(xiàn)網(wǎng)上銀行的經(jīng)驗。本報告的重點包括：互聯(lián)網(wǎng)目前停留在百分之74，限制了那個客戶可以登錄網(wǎng)上銀行注冊。這只是一個年輕的人納入其日常工作和日常生活的互聯(lián)網(wǎng)成為一個重要的客戶群和推動網(wǎng)上銀行采用的一種方式。銀行在過去的10年已在網(wǎng)上進行大量投資并積累了一定的經(jīng)驗，并大大增加他們的在線時間，，并進行客戶滿意度調查。銀行現(xiàn)在超越網(wǎng)上零售商一度被認為是幼稚的在線體驗的

48、黃金標準。銀行正在執(zhí)行的舉措，越來越多的通過網(wǎng)上銀行，存取，使用深度和數(shù)量的關系來體現(xiàn)。繼續(xù)推動網(wǎng)上銀行在每一個機會前都是成功的關鍵，如果成功了，網(wǎng)上銀行就會創(chuàng)造額外的映像分，增強品牌和交叉銷售效益。手機銀行是網(wǎng)上銀行戰(zhàn)略的必要因素，擴大準入，增加使用，并提供了一個穿心的產(chǎn)品和未來的服務平臺。銀行需要擴大他們的網(wǎng)上銀行解決方案的能力，增加使用量，加深與客戶的關系。除</p><p>　　大多數(shù)銀行客戶（百分之36

49、）喜歡網(wǎng)上銀行多于其他任何方式，根據(jù)一項新的ABA的調查，去年，百分之25的客戶青睞網(wǎng)上銀行。益普索公共事務，一個獨立的市場研究公司于2010年8月14號和15號對1000名消費者驚醒調查，顯然網(wǎng)上銀行已全面滲透到市場。Feddis，ABA的副總裁，資深大律師及零售銀行業(yè)務的專家說：“網(wǎng)上銀行是銀行Y一代，再培訓計劃必須進入市場。這意味著這個行業(yè)還需要繼續(xù)在技術上支持網(wǎng)上銀行的投資，因為消費者看到他快速，方便，準確和安全?！闭{查結果顯示

50、，網(wǎng)上銀行的普及并非為最年輕的消費者獨有的，這是55歲以下消費者首選的最好辦法。55歲以上的消費者還是喜歡參觀當?shù)氐姆止荆ò俜种?3）。網(wǎng)上銀行是這個年齡組的第二個最喜歡的方式進行銀行交易（百分之10）。在所有消費中中，對網(wǎng)上銀行的偏好其次通過訪問分支（百分之25），并利用自動柜員機來處理事務（百分之15）。對于手機銀行（手機，PDA）的使用時三成消費者的首選，主要發(fā)生在18至34歲之間。自動柜員機的普及在所有年齡組中都是下跌的。消費

51、者使用網(wǎng)上銀行作為他們最喜愛的銀行可能是在55歲以下，有超過75000美元的收入，并在美國西部</p><p><b>　　結束語</b></p><p>　　“我們尊重你們”可以歸結為一點：客戶服務。在過去50年，從分公司給客戶服務代表IVR和電子郵件等方面發(fā)展客戶服務。隨著銀行界聲譽危機的強化，客戶服務的優(yōu)化已經(jīng)變得相當重要。</p><p&g

52、t;　　按照慣例，客戶服務一直是數(shù)字游戲。更多的客戶服務代表以為這更多的解決問題和回答問題。然而，隨著社會媒體的發(fā)展，銀行發(fā)現(xiàn)了一些機會，提供具有非線性的成本結構，改善客戶服務本身。網(wǎng)上論壇為客戶提供了以個機會，分享挫折，找到問題的答案，互相幫助。Twitter和Facebook為基礎的客戶服務代表可以馬上回答多個問題。社會媒體可以是為客戶服如果銀行是以正確的方式來對待客戶。</p><p>　　陳舊的系統(tǒng)，缺乏

53、整合和復雜的進程給銀行即使是擁有龐大客戶的銀行提出了一個挑戰(zhàn)，因為客戶變得敏捷和他的需要變得復雜和苛刻，這些弱點被放大。簡便銀行和其他數(shù)字金融機構應該把這看做是一種啟發(fā)和創(chuàng)新指導未來銀行提升的機遇。這是一個融合了簡約，客戶服務，數(shù)字簡潔的產(chǎn)品和服務的多樣性為一體的銀行。</p><p>　　或許可以這樣說，大多數(shù)人選擇儲蓄或貸款是在地理位置基礎上選擇的，選擇一個離他們工作或生活近的一個銀行。然而在你這樣做之前，你