中文3696字本科毕业论文外文翻译出处：Infosys Strategic Vision原文：Insights from Banking SimpleBy Ashok VemuriIntroduction“A simpler way of banking.We treat with you respect. No extraneous features. No hidden fees.” For the unini tiated, this is the mantra of 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 “do-it-all” card, superior customer service, and no overdraft fees.Though branchless and primarily online-based, BankSimple is also planning to provide some traditional customer service touches, including phone support and mail-in deposits. Interestingly, BankSimple will also likely not be a bank—at least not in the technical, FDIC sense of the word. Rather, BankSimple’s strategy is to be a front-end focused on the customer experience. The back-end core “bank” component will be FDIC-insured partner banks. Unfettered by years of IT investments and entrenched applications, BankSimple’s team has the freedom to build an innovative, user-friendly online interface, customer service program, and the associated mobile and social bells and whistles that more and more consumers are demanding. One way to look at it is as a wrapper insulating the consumer from the accounting, compliance, 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, community banks, and (down-the-road) startups like BankSimple.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 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 SimplicityBankSimple’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 BankSimple 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 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 importanceUnfortunately, cross 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 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 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 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 customer activities while on the site, customer surveys (incentives help encourage participation), and focus groups are some techniques used to identify potential bottlenecks and pain points.l Are the benefits of your products and services clear and understandable? 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 comparisons, easy to understand terms and conditions, and easy access can add a dash of simple to any bank.l Do you really know your customers? Intelligent and effective use of analytics can unlock what products 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 audio 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 customer service campaigns.Online Banking: Increasing Adoption, Access, and UsageThe report recommends that banks adopt a more aggressive strategy that will givefinancial institutions a competitive advantage with Internet-savvy and younger 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 report recommends. The report also details the current level of Internet access, online banking adoption, and customer satisfaction with the online banking experience. Highlights of this report include: . Internet access now stands at 74 percent and limits the universe of customers who can sign up for onli ne banking. It’s only a matter of time before the younger cohorts who have integrated the Internet into their day-to-day life become an important customer segment and drive online banking adoption higher. Banks have been investing heavily in the online experience and have dramatically increased their online customer satisfaction scores over the past 10 years. Banks now outperform online retailers, once considered the gold standard for quality online experiences.. Banks are executing a number of initiatives that are increasing online banking adoption, access, usage, and relationship depth. Continuing to promote online banking capabilities at every opportunity is essential for success, and, when successful, online banking creates additional “impressions” that enhance brand and cross selling effectiveness.. Mobile banking is an essential ingredient to an online banking strategy and broadens access, increases usage, and provides a platform for innovative products and services in the future. Banks need to expand the capability of their online banking solutions to increase usage and deepen their relationships with customers. In addition to offering mobile banking, banks need to expand their EBPP capabilities with eBills, provide easy to use “lite” personal financial management solutions, and add consumer check image capture to capabilities. “Online banking has continued to gain adoption over the past decade and will eventually outrank branch location in the list of decision criteria when a consumer chooses a bank,” said Bob Landry, vice president of Mercator Advisory Group’s Banking Advisory Service. “While the promise is clear, banks must continue to promote online banking to increase adoption, expand access with mobile banking, and increase usage by adding new capabilities,” Landry added. “Those banks that continue to execute an aggressive online banking strategy will not only reduce costs, they will also be the choice of the next generation of consumers who have integrated the Internet into their lifestyle. They will naturally gravitate to the banks that meet them where they work andMost bank customers (36 percent) prefer to do their banking online compared 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 independent 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 the future of banking as more Generation Y-ers enter the marketplace. This means the industry will need to continue investing in technology that supports online banking because consumers see it as quick, convenient, accurate and safe." Survey results showed that the popularity of online banking was not exclusive to the youngest consumers: It was the preferred banking method for all bank customers under the ageof 55. Consumers over 55 still prefer to visit their local branch (33 percent). Online banking for this age group was the second favorite way to conduct banking transactions (20 percent). Among all consumers, the preference for online banking was followed by visiting branches (25 percent), and using ATMs (15 percent). The use of mobile banking (cell phones, PDAs, etc.) was preferred by three percent of consumers, primarily among 18 to 34 year olds. The popularity of ATMs was down in all age groups. Consumers who cited online banking as their favorite banking method were more likely to be under 55 years of age, have an income over $75,000, and live in the Western part of the United States. For the survey, a nationally representative sample of 1,010 randomly-selected adults aged 18 and over residing in the United States was interviewed by telephone via Ipsos' U.S. Telephone Express omnibus. Embrace Social Media to Convey RespectBankSimple promises its cust omers “no more getting passed around the call center.” In other words, “we treat you with respect” boils down 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 the midst of a reputation crisis, customer service has taken on even more importance.Traditionally, customer service has been a numbers game. More customer service representatives means more problems 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 an opportunity to share frustrations, find answers to questions, and help one another out. Twitter and Facebook-based customer service representatives can answer multiple questions at once. Social media can be the catalyst for a customer service revolution if banks approach it with the right mindset.Archaic systems, a lack of integration, 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 finance 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. Banking “simple” is just one stone on the path to Bank 2.0.ConvenienceIt’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 to their home or job.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 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 machines？If you work in the city and live in the suburbans，will you be able to do your banking in either place？the answer is obviously.译文：对简便银行的简单见解一、引言本文探讨了简便银行的一些认识和简单的介绍了它的一些功能。