試論美國(guó)富國(guó)銀行的小企業(yè)銀行業(yè)務(wù)(存儲(chǔ)版)
【正文】 business specific rules and models –綜合利用企業(yè)信息和業(yè)主信息 Leverage information between businesses and their owners –更復(fù)雜的數(shù)據(jù)和細(xì)分 More plex data and segmentation ? 持續(xù)分析、評(píng)價(jià)和調(diào)整現(xiàn)有貸款發(fā)放政策和模式 Constantly analyze, evaluate, and modify existing u/w policies and models ? 對(duì)每個(gè)賬戶進(jìn)行持續(xù)的風(fēng)險(xiǎn)評(píng)估 Conduct ongoing assessment of the risk of each account –在必要時(shí)采取措施 Take action if needed ? 按細(xì)分客戶類(lèi)別分析和監(jiān)控其表現(xiàn) Analyze and monitor the performance by customer segments ? 實(shí)現(xiàn)整體貸款組合的贏利最大化 Maximize the profitability at the total portfolio level –形成風(fēng)險(xiǎn)多樣化的協(xié)調(diào)的貸款組合 Create a balanced portfolio with diversified risks 量身定制一個(gè)針對(duì)小企業(yè)的放貸系統(tǒng) Building a Lending System Tailored to Small Businesses Presentation Information Classification as Needed 14 ? 持續(xù)測(cè)試、度量和學(xué)習(xí)是有效拓展小企業(yè)市場(chǎng)的關(guān)鍵 Constant testing, measuring, and learning is key to effective small business marketing. – 客戶來(lái)源清單 List sources – 設(shè)計(jì)可提供的產(chǎn)品 Product offers – 創(chuàng)新型直郵材料、電話銷(xiāo)售應(yīng)答稿 Direct mail creative, telesales scripts – 渠道：分行、直接郵寄、電話營(yíng)銷(xiāo)、互聯(lián)網(wǎng)、合伙關(guān)系 Channels: Branch, direct mail, telemarketing, inter, partnerships – 要成功就必須對(duì)測(cè)試結(jié)果進(jìn)行嚴(yán)肅分析－－需要吸引何種類(lèi)型的客戶？什么是奏效的方式？哪些是無(wú)用功？ Disciplined analysis of test results required to succeed What kind of customers are we attracting? what’s working? what’s not working? 市場(chǎng)營(yíng)銷(xiāo)和新產(chǎn)品開(kāi)發(fā) Marketing New Product Development 測(cè)試和產(chǎn)品創(chuàng)新 Testing and Product Innovation Presentation Information Classification as Needed 15 ? 繼續(xù)探索新途徑，更好地為小企業(yè)服務(wù) Continue to explore new ways to better serve small businesses. – 問(wèn)問(wèn)“為什么不”－－大膽對(duì)當(dāng)前行業(yè)和慣性思維提出質(zhì)疑 Ask why not challenge current industry and our past conventional thinking. – 進(jìn)行小規(guī)模試點(diǎn)，促進(jìn)學(xué)習(xí)進(jìn)程 Small experiments accelerate learning. – 培養(yǎng)開(kāi)拓才能，提倡主人翁意識(shí)－－在 5年前就創(chuàng)建了獨(dú)立的部門(mén)來(lái)負(fù)責(zé)新業(yè)務(wù)開(kāi)發(fā) Nurture entrepreneurial talent and encourage initiative ownership – established a separate group five years ago to manage new initiatives. 市場(chǎng)營(yíng)銷(xiāo)和新產(chǎn)品開(kāi)發(fā) Marketing New Product Development 測(cè)試和產(chǎn)品創(chuàng)新 Testing and Product Innovation Presentation Information Classification as Needed 16 設(shè)定目標(biāo) Targeting 向經(jīng)營(yíng)年限較長(zhǎng)且具有良好貿(mào)易信貸表現(xiàn)的小企業(yè)提供貸款 We target offers to longestablished small businesses with good trade credit 小企業(yè)貸款申請(qǐng) Business Loan Applications 輸入數(shù)據(jù)的質(zhì)量控制 Data Input Integrity Controls 輸入錯(cuò)誤信息會(huì)導(dǎo)致決策錯(cuò)誤 Input errors can cause decision errors 驗(yàn)證和預(yù)先篩選 Verification and PreScreening 發(fā)現(xiàn)有矛盾 /可能存在欺詐的貸款申請(qǐng) Finds inconsistent/possibly fraudulent applications 在使用記分卡前拒絕的貸款申請(qǐng) prescorecard declines 統(tǒng)計(jì)型記分卡 Statistical Scorecard 采用一個(gè)或多個(gè)統(tǒng)計(jì)型記分卡對(duì)申請(qǐng)人風(fēng)險(xiǎn)進(jìn)行排序 One or more statistical models for ranking applicant risk 挑選出交貸款人審核的申請(qǐng) Outsorted for Lender Review 由規(guī)則來(lái)確定哪些申請(qǐng)人需要貸款人審核 Rules determine which applications require a lender review 制定價(jià)格和貸款金額 Setting Price and Credit Amount 根據(jù)相應(yīng)的風(fēng)險(xiǎn)來(lái)確定價(jià)格和貸款發(fā)放金額 Price and amount of credit granted set according to relative risk 貸款發(fā)放和信貸評(píng)分 Unde rwriting Credit Scoring ? 已處理 200多萬(wàn)筆貸款申請(qǐng) Over 2 Million applications processed. ? 2/3的貸款決策由系統(tǒng)自動(dòng)完成， 1/3由人工審核 2/3rd of decisions made automatically with the remaining 1/3rd reviewed by lenders. ? 研究表明富國(guó)銀行小企業(yè)貸款處理成本是全行業(yè)中最低的 Studies show our cost of processing small business loans among the lowest in the industry. 主要數(shù)據(jù) Key Facts “企業(yè)通”貸款審批流程 Business Direct
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