最有看点的互联网金融门户

最有看点的互联网金融门户
传统金融的互联网化国际资讯基于互联网平台的金融业务

专家认为金融机构应向亚马逊学习开户经验

银行如果想要维持现有的客户关系,就应该按照电商巨头的方式来接近“数字摩擦点”。

正如最近的调查结果所指出的那样,只需要一点阻碍因素,消费者就会放弃数字银行产品——换句话说,也就是银行本身。据数字客户收购解决方案提供商Avoka的首席经验官Derek Corcoran所说,这一结果意味着银行需要从电子商务公司吸取几点经验。

“我们从亚马逊这样的电商公司那里学到了很多东西,”Corcoran告诉Bank Innovation。 “数年来,电商巨头了解到了很多有关购买者为何会放弃购物车的信息,然而银行又能从这些信息中学到什么呢?唯有在如今这种状况下——当我们在讨论数字银行产品被放弃的情况时。”

根据Corcoran的说法,银行需要将这些经验教训铭记在心——亚马逊可能只有一个,但可供客户选择的银行或金融机构肯定不只一个。 他补充说,应该从新客户开户开始做起。

“我们通常看到的是,银行从内部设计自己的开户体验——他们关注自己、自己的业务流程、在分支机构做什么,他们关注的都是这些,并将之强加于客户体验,”Corcoran说。 Corcoran还解释说:“我们鼓励我们的银行客户换个视角,从自己客户的角度思考,并扪心自问:‘你要求客户做的事是否容易?’”Corcoran解释道,”因为如果不是容易的话,消费者也可以从其他银行获得同样的产品——支票户头、储蓄账户或信用卡之间没有什么太大的区别。“

当然,与电商公司(即使该公司是亚马逊)相比,银行也需要考虑更多的因素——比如KYC (了解你的客户)或合规规定。

“身份对许多人来说是一个很大的挑战。对支票账户等的申请来说,身份是最为重要的影响因素。出于筛选的目的,银行必须从你那里获得某些信息,”Corcoran说。 “这是绕不过去的一关,有些问题银行总会向申请者提出的。”

当新客户开户需要60个信息填写以到合规目的时,用户摩擦就很难消除。

然而,目前银行在这一领域已经飞速进步——比如,最新的一级重要客户只需要填写16个领域的信息——而且这个领域可能会受益于一系列新的技术,包括生物识别技术、人工智能和区块链(也可能是三者的组合)。

不过,现在最好的做法可能就是继续学习亚马逊的思想。

Banks should approach points of digital friction in the same way e-commerce giants do, if they want to hold onto their customers.

As noted in recent surveys, a single point of friction is all it takes for consumers to abandon a digital banking product—and thus, the bank itself. This means banks need to start taking a few lessons from e-commerce firms, according to Derek Corcoran, chief experience officer for digital customer acquisition solutions provider Avoka.

“We take a lot of the learnings from e-commerce organizations like Amazon,” Corcoran told Bank Innovation. “What can banks learn from what the e-commerce giants have known for many years about shopping cart abandonment? Only in this case, we’re talking about digital bank product abandonment.”

Banks need to take these lessons to heart, according to Corcoran—while there might be only one Amazon, there certainly isn’t only one bank or financial institutions for customers to choose from. Doing this right starts with the onboarding process, he added.

“What we typically see is that the banks design their onboarding experience from the inside out—they look at themselves, they look at their business processes, what do they do in the branch, they come and look at that, and they impose that on the customer experience,” Corcoran said. “We encourage our customers to turn it around and look at it from the consumer’s perspective and say, ‘is what you’re asking the consumer to do easy?’” Corcoran explained, “Because if it isn’t [easy], they can go and get your product somewhere else, from another bank—there’s not much of a difference between checking accounts or savings accounts or credit cards.”

Of course, banks need to consider a few more factors when it comes to consumers than an e-commerce company would (even if that company is Amazon)—like KYC or compliance regulations, for instance.

“Identity is a big challenge for a lot of people. If we look at the application flow for something like a checking account, it’s the number one contributor. In terms of sections, the bank has to get certain information from you,” said Corcoran. “There’s no getting around it, there are certain things they have to ask you.”

It’s tough to eliminate user friction when onboarding a new customer requires 60 fields of information filled out for compliance purposes.

Banks are already making strides in this area, however—new Capital One clients only have to fill out 16 fields of information, for instance—and it is an area that could potentially benefit from a list of new technologies like biometrics, artificial intelligence, and blockchain (maybe a combination of the three).

For now, though, the best play might be to keep attending the Amazon school of thought.


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