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最有看点的互联网金融门户
国际资讯

在线银行必须丢弃的三大陈年旧规

对于大多数银行和信用机构来说,纸质簿记时代的逝去,带来了在线银行的兴起。电子服务消费者需要一个能给他们提供更多金融管理功能的平台。

然而目前在线银行还是笼罩在传统银行业的阴影之下,由此带来的摩擦阻碍着银行前进的脚步,导致银行无法更好地为消费者提供核心的电子服务体验。换句话说,它降低了人们去打破金融信息枷锁进而进行更好决策的能力。

第一代在线银行基本上是将银行的核心业务直接搬到了网上,通过网站或者应用软件的形式呈现出来。因此,一个在线银行的主页和一个银行职员通过他们的绿屏显示器看到图像没有什么区别——除了银行主页没有那么绿罢了。当然,那些IT系统可能是基于更为古老的纸媒时代的银行系统研发建立的。

这也就不难解释为什么大多数在线银行用户体验最初看起来是如此的相似,它们的设计标准、细节和功能几乎雷同,只是颜色上有一些差异。比如下图展示的这12家银行的页面:

1 第1张

在电子信息时代,银行必须挣脱历史的枷锁、为客户带来更优质的用户体验。如果想拥抱电子时代银行业的改革,就必须至少从以下三条方面对银行的"标准"做出改变。

#1 传统账户结构

当消费者登录大多数的在线银行的网站或者手机应用时,首先映入眼帘的主页,往往是列有他们账户信息和收支情况的表格。高级一些的系统至少会让消费者或者会员为每一个账户安排一个好听一点的名字。

在使用纸和存折的时代这一做法是有意义的。消费者需要一个账户来进行资金运作,然后可能需要一个不同的账户来做其他的事情,比如说储蓄。为了更好的记录这些不同的资金流向,最好的办法就是账户分开。

但是今天,这种独立式分配已经没有存在的意义了。任何的收支记录只不过是数据库里的一条记录,我们又何必人为的把一个人的钱分开呢?许多客户在一家机构可能就有五个以上的账户,这严重影响了大多数人更好的去查看他们的资金管理信息。

钱可以被放置在不同的账户里,但是这种划分必须要有特定的目的。因此,与其我们强迫客户把钱放入不同的银行账户里,为什么不从根本上为他们构建一个支撑生命和金融精神模型的结构呢?

所以,是时候摒弃传统的"账户"了。我们应该让客户自己挑选或者搭建一个囊括所有账户类型的属于自己的框架。一些机构正在进行着这一尝试。

下图是新西兰银行YouMoney服务界面的截图。这一功能支持客户轻松创建和管理自己的"账户",无论你有何种需求、出于何种目的、持有何种币种。

2 第2张

虽然在美国消除这一"账户"传统会导致一系列的监管和税收问题,但是考虑到客户将获得的收益,这些努力都是值得的。

#2 活在当下

虽然"活在当下"对于我们人类来说是一个不错的生活建议,但是对于个人金融来说并没有那么大的吸引力。传统银行服务一直都特别关注某一时刻。(通常和前一晚的业务节点很相似)

再次,银行这一传统是有存在根据的,比如更好地监控资金流出与流入,获取清晰准确的资金信息。但是对于客户老说,银行这一传统可能过于强调"现在",忽略了从长期的储蓄和消费模式角度出发提供更有价值的建议。

举例来说,如果一个人明天会收到工资。那么今天账户上的资金一定会明显低于平均值,而明天的则会明显高于平均值。这些信息并不能帮助客户做出更好的金融决策。

为了解决这个问题,我们应该让客户能够对于自己跨期的资产情况有一个认识,从而让客户能够基于过去(或者预计的)资产情况作出决策。

BOK Financial最近在这一方面做了一些新的在线银行产品尝试。他们在现有资金情况旁边会提供前几个月的资金统计图。下面是俄克拉何马州银行在线银行网站上存款账户的截图。

3 第3张

#3 支离破碎的资金给付

为什么一个客户需要用不同的方式、不同的流程甚至完全不同的软件去为租金、贷款、汽油费和昨晚聚餐自己应付的那一部分付款呢?客户希望他们能够用一个拥有相同起点、相同步骤的工作流程的系统向任何人或者任何消费付款。

这件事实现起来可能有一些困难,因为现在存在太多涉及账单支付、个人对个人的付款和转账的平台。但是起码来说,银行是可以设法把银行之间的区别消除掉的,为客户提供类似的、无缝对接的用户体验。举例来说,进行账单支付就是资金的转移,这些转移都可以通过类似的步骤实现,只不过为了区分不同的付款类型可以适当添加一些额外信息。

勇敢向前

银行业必须摒弃那些与当今电子科技时代不相符的陈年旧规。对于那些止步不前的银行来说,等待他们的必然是被行业新型超越的命运。

以上所列是对于提升用户体验来说是非常重要的三个方面——但是这仅仅是个开始。每一点进步对于客户来说都是有价值的,但是唯有我们开始将当下在线银行所基于的"侏罗纪银行"系统里的某些沉珂摒弃时,我们才能够真正充分地为客户提供优质的电子服务。

Throughout the banking industry, there are remnants of the legacy paper banking world that remain embedded in online banking, creating friction and hindering the movement to a more consumer-centric digital experience. These remnants are poorly designed, reducing people’s ability to interpret financial information and make good decisions about their finances.

The first generation of online banking sites and apps basically took banks’ internal core systems and presented them on the web. So, an online banking home screen was not dissimilar to what a bank employee would have seen on their own green screen monitor – except less green. And, of course, those IT systems were in turn built off even older paper systems that dated back to the early days of banking.

This is why the first screen of most online banking experiences look virtually the same in terms of design standards, experience and capability. Only the colors differ.

Here is a quick sampling of twelve relatively similar designs.

1 第1张

#1 Traditional Account Structure

When consumers log into most online banking sites and apps, they are typically greeted by a home page that lists out their accounts and balances in a basic table. Advanced systems will at least let the customer or member allocate ‘friendly’ names to each account.

In the days of paper and passbooks, this made sense. A customer had an ‘account’ that held their money, and maybe had a different type of account that had a different function, such as savings, and the only way to track these easily was the physical separation.

Today, this soloed allocation is senseless. Any balance is just a record in a database, so why do we need to artificially separate one portion of a person’s money from some other portion? With many consumers having 5+ accounts with an institution, this allocation goes against the way most people view their finances.

Money may be placed in different accounts, but usually there is a purpose in mind. So, why do we force customers to syphon their funds into silos created by the bank, and not a structure that supports the mental model of their life and finances?

It’s time to get rid of ‘accounts’ in the classic sense, and let customers pick or create a structure that works for them, across all account types (including investments). Some institutions are experimenting with moving away from accounts in this way.

Below is a screen shot from BNZ’s (Bank of New Zealand) YouMoney service, that lets it’s customers create and manipulate ‘accounts’ on the fly, against any purpose, goals and type of money.

2 第2张

There are valid regulatory and tax issues that will need to be overcome in the USA to kill off ‘the account’, but the benefits to customers is well worth the effort.

#2 Banking ‘In the Moment’

While living ‘in the moment’ is great self-help advice for us as humans, it’s less helpful with personal finances. Traditional banking tends to be very focused on a single moment in time (usually, the close of business the night before).

Again, legacy banking is evident, where it was critical to have the ledger of inflows and outflows, and a clear and accurate balance calculated at a single moment in time. For consumers, this tends to overemphasize the ‘now’, and provide less perspective on the saving and spending patterns over time.

For example, if a person gets paid tomorrow, their balance today may be significantly lower than average while their balance tomorrow will be above average. This does not help the consumer make good financial decisions.

As an alternative, we should provide the consumer a view of their finances over time, allowing them to make decisions based on their financial position compared to past (and projected) events.

BOK Financial recently took a step in this direction by designing a new online banking experience that included simple balance charts for the previous month, prominently next to the customer’s balance. The screen shot shows the balance charts on the Bank of Oklahoma’s online banking experience. (Bank of Oklahoma is one of seven bank brands under BOK financial).3 第3张

#3: Fragmented Money Movement

Why should a consumer be required to pay their landlord, their car loan, their energy bill and their share of last night’s dinner in different ways, with different design paradigms, and sometimes with completely different apps? Customers want to be able to easily pay anyone, or any entity, with a workflow starting from the same starting point, following the same steps.

This may be difficult to pull off, as there are many counter parties involved in bill pay, peer-to-peer payments and transfers. But at a minimum, banks should be burying the differences behind the scenes, delivering a similar, seamless experience for the consumer. For instance, build similar steps for paying a bill as transferring funds, but with as few additional pieces of information as possible for different types of payments.

Moving Forward

The banking industry must move away from ‘old school’ banking delivering an experience that leverages today’s digital and technological advances. For financial institutions that hold back from delivering the best digital customer experience, expect new disrupters to start nipping at your heels.

The examples provided are strong incremental improvements to the experience customers are receiving – but this is just the beginning. There is value for customers in each and every step forward, but until we start killing off some of the Jurassic Banking foundation on which today’s online banking is based, we won’t take full advantage of the digital promise for our customers.


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