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

传统银行未来或将复制亚马逊商业模式

近期,美国电商平台亚马逊在国际市场上表现抢眼。5月30日,该公司股价曾首次突破1000美元大关,之后,亚马逊又以137亿美元的价格成功收购了全食超市(Whole Foods Market),又促进股价再创新高。该交易也将吸引全食超市的用户使用亚马逊的产品和服务,如Amazon Prime、Alexa语音助手和Amazon Dash,进一步促进亚马逊的全方位发展。

日前,数字公司收购方案解决供应商Avoka的首席经验官Derek Corcoran表示,随着电商平台不断开拓金融市场,传统银行的先天缺陷决定了它们难以在与新兴金融机构的竞争中取得优势,尤其是在扩大用户群体与提高用户体验方面。在Derek Corcora看来,适当地复制亚马逊等互联网企业在数字化金融产品创新等方面的业务特点对于传统银行在未来的发展具有重要意义。

Derek Corcora认为,尽管目前互联企业的金融业务发展迅猛,呈现出了不可阻挡之势,但与底蕴深厚的传统银行也相比,还是在企业数量和业务种类等方面呈现劣势,难以满足金融市场参与者的需要。因此,传统银行应当充分抓住目前的发展机遇,从金融产品研发的源头开始,加强创新能力,提高核心竞争力。

目前,部分传统银行在产品研发方面选择采用"内外结合"的方式。一方面,充分审视银行内部自身的研发能力,另一方面,调研外部分支结构的市场需求情况,以制定产品研发计划。Derek Corcora认为,不论银行采取何种研发方式,站在消费者的角度,切实提高用户体验才是产品研发的关键。

当然,不可否认的是,相对于以亚马逊为代表的互联网企业,传统银行业受到的来自政府的监管则更为严格,比如美国政府要求银行业遵守KYC(Know Your Customer)以及一系列的合规监管规定。

此外,能够充分获取用户数据是广大互联网企业所具备的得天独厚的优势。电商平台可以轻而易举的获得用户的各种基本信息和财务状况,而银行则需要开展众多的手续才能获得同等的用户信息,而过程则要复杂得多,且通常会引起用户的反感。据此前一项调查显示,当用户在办理银行业务的过程中,填写信息量超过60个以上时,用户的体验就将急剧下降。不过,随着生物识别、人工智能和区块链技术的发展,平均每位用户需要填写的信息类别已经下降到了16个。

Derek Corcora声称,目前如果传统银行在面对新兴的金融市场感到无从下手,那么,直接复制亚马逊的金融布局也不失为一个上佳的选择。

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.

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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亚马逊宣布进军英国保险市场

Patricia D... 1天前

比起Fintech创企,银行更害怕的可能是亚马逊

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