银行服务外文翻译做好随时随地的承诺.docx

银行服务外文翻译做好随时随地的承诺.docx

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银行服务外文翻译做好随时随地的承诺

中文3825字

Makinggoodonthe"anytime,anywhere"promise

（Meleis,Sherie.ABABanking,2010.2（4）:

36-38）

Howsomebankskeeptheirwebexperiencefreshandflexible,pushedbymobiledevelopments

Onarecentblustery,winterafternoontwostaffersofnearly$160millionassetsLegenceBankbasedinEldorado,Ill.,chattedonthephonewithABABJaboutitsfreshlookingwebsite.ItmakesuseofarotatingcenterbannerthatfeaturesitsSmartBusinessChecking,acharityoriented,thirdpartycheckingbrandcalledKasasa,aBoomerangBucksrewardprogram,andatradepublicationcoverarticletrumpetingitscan-doapproachtomakingsmarthiresandmotivatingstaff.

Thiswasenoughformationtosinkalandingpageofold,butwithFlashandsimilartechnologies,allofthemessagingstreamedalong,stayinglongenoughinthevisualfieldonlytotantalize.（Eachproductpagefeaturesa"Tellmemore"emailgeneratoror"ApplyNow"linktogenerateleadsorapplications.）Whenitsearchedforapartnertohelpupdatethesitein2007,Legencewasinterestedinmakingthesitelookmodernwhilesignalingthebank's"with-it-ness."Transactionsneededtobekeptintuitive.Designedin2008byAustinbasedFirstROI,theLegencesitenowsucceedsonthoseterms,notesVickiCommiskey,seniormarketingandcommunicationscounsel.

"Ifthere'sanopportunitytoprovideausefulservice,wewanttomakeithappen,"shesaid.WayneGarret,vice-presidentofITchimed"in:

"We'realwaysonthehuntforgoodvendorstopartnerwithtodomorewiththechannel."

Big-banksitesnotalwaysbetter

Thankstoaface-offamonginternetvendorstoimproveproductofferingsasanextensionoftheircoreprocessingservices,theolddividebetweenbigbankandcommunitybankcapabilityisclosing.Oftheconsolidatedbaseofvendorsthatremain,channelproductsaremeetingcommunitybankneeds.

TakeFarmersStateBankofMunith,Mich.LaurieGoodlock,directorofmarketing-certifiedfinancialservicesatthe$62millionassetscommunitybank,says,"wedon'thaveFlashorflashinessonourwebsite.Itwouldn'tfitourimageandbrand."Yetthesimpleexteriorhousesasophisticatedsite.Thebankoffersinternetbanking,billpayment,andmobilebankingfromFundsXpressFirstData.

GoodlockadvertisedFarmersStateBank'smobilebankingwithbannersatbranchlocationsandwithadirectmailing."Wearejuststartingtogethighspeedinternetaccessandweneedmoretowerstomakemobileservicemorewidelyadoptedhere,"shesays.

Still,thebankwantedtomoveslightlyaheadofthetechnologycurveinGoodlock'sregionbecauseshethinksthatsuchmoveswillreachtomorrow'sbankcustomers.Forthatreason,sheisalsothinkingaboutexperimentingwithTwitterandFacebook."Ourofficialtaglineis'Thebankwhereyoufeelathome',"Goodlocksays.Naturally,iftomorrow'scustomersfeelathomeintheso-calledremotechannels,thenthat'swhereshe'dliketobe.

Althoughsiteexperiencesvary,generally,mobileandinternetchannelsareeachundergoingrapidincrementalchange.Oncethoughtofasmerelyanextensionofawebsite,mobileisbeginningtobeit'sown"thing,"literallyandfiguratively,certainlyinthemindofthecustomer.

Atthesametime,theinternethasflowered.Infiveshortyears,internetbankinghasbeenaffectedbyWeb2.0,theriseofrichinternetapplications（RIA）,andotheradvancesthatmakethewebexperienceclosertowhatpeopleexpectfromtheircomputerdesktopsoftware.

Rapidchangeinsmallsteps

Asaresult,static,crowdedsitesaregivingwaytosomethingmoreflexibleandinforming.Yet,thehunttoaddvalueneverceasesnorshouldit,sayexperts.

Criticsofthesechannelscontinuethecallforanonstopadvancementindesignandcapabilitiesincludingdoingmorewithactionablealertsastheyurgebankstodomorewithtechnologyandcomplainthatchangeisn'tcomingfastenough,norisitassignificantasitcouldbe.

Theeraofthebankingtransactionisout,theysay;thetimeofthevalueplayshouldbeusheredin,includinguseofpersonalfinancialmanagement（PFM）tools."Banksneedtobethinkingaboutwhat,beyondstorageofmoney,theycandoforcustomers,"saysMarkSchwanhausser,aresearchanalystwithJavelinStrategyandResearch,Pleasanton,Calif.（NearlyeveryonementionedthebuzzaroundPFMandsitessuchasMafreeonlinemoneymanagementsitethatboastsmorethanonemillionusers-andmostexpertswerecertainthatitwasadevelopmentthatwouldhavelegs.）

Mostbankstendtofavoramoremeasuredapproachtotheirwebsiteupgrades,bothforcompliancereasonsandbecausetheydon'tliketodisruptcustomerswithunnecessarychange.

"Whenyou'vetrainedyourcustomerstostepthroughacertainprocess,andthenyouchangeit,thatcanbetheequivalentofwhenyourlocalgrocerystorealtersthelayoutand