Wednesday, December 12, 2007

銀行有慣性

人有慣性,如喜歡每天都是吃同一間餐廳的常餐、坐車時也是揀同一個座位。不過,他們偏又喜歡選擇要夠多,所以要改變他們的慣性,又要兼顧各方喜好時,就要講技巧。像滙豐銀行提出在櫃員機提款下限從100元增至300元一樣,無疑近年銀行積極推動自動化、像存款、入票等均無需在櫃位進行,但今次明明是因為利用櫃員機進行繳帳、轉帳等交易令輪候時間拖長,該銀行卻只從提款著眼,難怪連消委會也炮轟一邊減分行,一邊提倡電子化,但櫃員機卻設限制,與原來構思相違背。


過去政府欲推出某些新改變,都會先向傳媒放出汽球,探測外界反應,若反彈力度不大便可逐步推行,當大家習慣了,也就不覺有問題,但滙豐今次在櫃員機貼上通知便算的策略,確有點改善必要,因為今日市場比以前成熟,資訊和意見傳遞快速,只要負面意見湧現,站出來解釋的效果隨即減弱,反映企業傳訊部的功能不容忽視。


禤中怡不明白,為何銀行不採取先放風,如向外公布考慮提高提款金額,但同時會照顧各方需要,甚至先從金融區開始推行,然後逐步擴展的傳統策略呢?況且今日人人用八達通支付日常小額交易,真的要提款,恐怕拿一、二百元的相應已減少,況且通脹來臨,「碴!」一聲,手上的紅衫魚便被蒸發掉,銀包多袋點錢實屬正常。


其實禤中怡近來從兩件事中,覺得銀行確需進一步提升整體服務。有朋友日前話,銀行保險箱服務將到期,正考慮停用該服務,但銀行竟要事先「書面通知」,否則自動續期,大力推動電子服務的銀行,還硬要用書信往來。


記得以往保險箱服務大受歡迎,「waiting list」長長一張,朋友話即使年費加至逾500元,也不算昂貴,但保險箱提供的擺放空間,的確與現今需求有別,加上曾經發生客戶未取回物品前,保險箱已被棄置的烏龍事件,令保險箱服務吸引力光茫漸退。原來朋友考慮在家中添置夾萬,只需花費數千元,更毋須年年付費,甚至可安排在周日,即海外傭工放假的日子才送貨,增加保安程度。他笑言,日後太太想隨時欣賞自己的珍藏也方便得多。


第二件事,則與保險界朋友有關。他說往銀行排隊,純粹兌換人民幣,豈料櫃位服務員話需處理某些文件,竟安排理財顧問與他見面,對方一開口就不停提出一項月供儲蓄計劃,聲稱月供多少,數年後可拿回多少等等。保險界朋友聞言,已知對方技巧未成熟,故只拋一句:「即係保險啦!」朋友指,簡單而言,購買保險需先作「fact finding」,即了解客戶財務狀況及未來目標等,然後度身製定合適保險計劃,而非純粹硬銷一個無法隨時提款的儲蓄計劃便可蒙混過關。


(12月12日刊於《am730》)

10 Comments:

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