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掌上有乾坤:手机端成银行业发展新战略

银行将通过应用软件和手机工具进行远程查询、在线支付和客户服务被统称为手机银行业,因为他们认为这只不过是在虚拟环境中复制了传统的银行服务而已。然而,根据McGladrey的文章《从手机银行到手机银行业:应用软件变身行业战略》,如果他们还在认为手机银行只是一个为客户提供传统服务的技术工具,那他们可就要错失这一行业真正的大好前途了。

金融机构的手机银行战略应该是使用这些强大的新型工具从根本上加深和强化客户关系。通过这些不断发展的工具,比如数字钱包,银行能够用全新的方式帮助客户了解和管理他们的资产。使用这些工具,银行可以将自己定位为客户的理财基础。他们可以依靠客户的信任和这种全新关系带来的新渠道,更好地扩大和巩固客户关系。

因此,银行必须始终关注客户领域的移动化。美国人的支付习惯最好得诠释了公众对手机银行不断增长的接受度及其巨大潜力。2012年,800万美国家庭使用应用软件、短信或者在线支付账单。2013年,这一数字翻了一番,达到了1600万。银行必须及时了解竞争对手设置的最新手机银行产品门槛和类目,另外,不断推出新兴工具也是银行凸显自己的成功之道。

在这里,我要再次提一下数字钱包,因为这的确是个好例子。如果做得好,数字钱包能够直接将预算和财务管理工具整合到每天的消费活动中去。打个比方,客户能够通过不同分类建立每周或者每月的预算目标,比如杂货、汽油、服装和娱乐。每当客户花了一笔钱,数字钱包就会将花销自动分类记至合适的条目之下,根据客户的预算目标做出实时更新。试想,每当客户每次去杂货铺后,自己都能清楚的知道本月在这一方面开销几何,预算所剩多少,这是多么有用!不过,我们还是留有一些疑问 (比如更加便捷的了解自己开销状况的方式又会对银行客户关系产生怎样的改变),希望在将来得到解答。

Banks tend to group the wealth of apps and other mobile tools that allow remote check deposit, online bill payments and other customer services into the category of mobile banking, thinking of all those activities as ways to replicate traditional banking services in the virtual environment. However, based on McGladrey's From mobile banking to the mobile bank: making the leap from app to strategy, if they still think that mobile banking is just a technical tool used to offer customers the same services they've always offered, they are missing out on the real promise of this revolutionary service channel.

Financial institutions' mobile banking strategies should be to use these game-changing new tools to fundamentally deepen and strengthen relationships with customers. Through evolving tools such as the digital wallet, banks can help customers understand and manage their finances in ways never before possible. Using these tools, banks can position themselves as the foundation of their customers' financial lives. They can leverage the trust and access that new relationship gives them to expand and solidify customer relationships in exciting and profitable new ways.

To do that, banks must grasp the scope of the migration to mobile banking services across their entire customer spectrum. Americans bill payment habits best illustrate the increasing acceptance and tremendous potential of mobile banking. In 2012, 8 million U.S. households paid a bill using an app, text or mobile browser. In 2013, that number doubled to 16 million. Banks must keep abreast of how and where competitors are setting the bar for mobile banking offerings – and the emerging tools that successful banks will use to separate themselves from the pack.

Again, the digital wallet is a prime example. Done right, a digital wallet can integrate budgeting and financial management tools directly into everyday spending activity. For example, customers can establish weekly or monthly budget targets across various categories, such as groceries, gas, clothing and entertainment. As a customer makes a purchase, the digital wallet automatically categorizes that expense into the appropriate category, and provides a real-time update against the customer's budget targets. How much more effectively could your customers manage their finances if, after each trip to the grocery store, they knew exactly what they had spent on groceries that month, and what portion of their grocery budget they had left? And how would having easy access to that information change the way they view their relationship with your bank?


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