金融學(xué)專業(yè)外文翻譯---對(duì)簡(jiǎn)便銀行的簡(jiǎn)單見解-金融財(cái)政(文件)
【正文】 e consumers are demanding. One way to look at it is as a wrapper insulating the consumer from the accounting, pliance, and technology challenges that many banks face. Like personal finance sites and Wesabe before 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 than 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 is the future— but many consumers are finding it is better done with credit unions, munity banks, and (downtheroad) startups like BankSimple. As you read, significant investments are being made by banks to improve their online, mobile, and IVR customerfriendliness. Major banks are embracing these channels, and customer satisfaction will likely improve over time. Even so, startups like Bank Simple should be viewed as a learning opportunity. Their ideas are disruptive and often highlight pain points that need to be addressed. BankSimple’s first two stated philosophies are a good place to start: “ A simpler way of banking” and “We treat you with respect.” Ask the Right Questions to Achieve Simplicity BankSimple’s “simpler way of banking” te is primarily driven by its business relatively small number financial products and services (bill pay, 2 savings/checking account, loans, account transfers) will allow BankSimple to declutter its 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 different business model. Higher wallet share is necessary to grow revenue and increase market share. Product innovation and cross selling are two methods used to achieve this. With banks in the midst of a reputation crisis, customer service has taken on more importance Unfortunately, cross selling efforts often congest and plicate 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 they 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: l Where are the headaches? Where are you receiving the most customer service plaints and queries? How long does it take to plete basic activities (., open an account or enroll in online banking)? Once these pain points are identified, process reengineering can be undertaken to improve speed and customer satisfaction. l Are your customers happy with their channel of choice? Certain customers prefer using online banking or mobile banking. Others prefer phone and branch 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 of choice can be a powerful switching mechanism. The usability and simplicity of the online channel is another important consideration. How intuitive is your website? Can customers quickly find what they are looking for? Mapping cus
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