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'咖啡館特色經營 銀行化身咖啡館'

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'咖啡館,特色,經營,銀行,化身,銀行,化身,咖啡,館圖,路透'

'銀行化身咖啡館圖╱路透 美國銀行業為了因應消費金融網路化，紛紛縮減櫃檯出納人力，甚至將分行門市改裝成咖啡館，但顧客對創新行銷手法的反應好壞不一。 ■Firms across the country are tossing out their tellers, adding salespeople and remaking their'

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'2015-08-03 11:11:12'

'2015-08-03 11:11:10'

'35934'

''

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'<center>
	<img alt="銀行化身咖啡館" src="/uploads/allimg/150803/1111101348-0.jpg" /></center>
<p>
	　　銀行化身咖啡館圖╱路透</p>
<p>
	　　美國銀行業為了因應消費金融網路化，紛紛縮減櫃檯出納人力，甚至將分行門市改裝成咖啡館，但顧客對創新行銷手法的反應好壞不一。</p>
<p>
	　　■Firms across the country are tossing out their tellers, adding salespeople and remaking their drive-through lanes.</p>
<p>
	　　華爾街日報報導，Capital One金融集團預定今夏在波士頓開設一間新分行，但這間分行不會有任何出納櫃檯，反而是以咖啡館的形式經營，就像星巴克一樣販賣各式咖啡飲品還提供免費Wi-Fi。</p>
<p>
	　　店內服務生全是Capital One業務人員，但他們的目的不是鼓勵顧客現場開戶或申請貸款，而是為顧客介紹網路銀行的各項功能，並解答顧客在網站使用上的疑難雜症。</p>
<p>
	　　除了波士頓之外，Capital One在美國其他地區的咖啡館分行也不定期提供「無酒精暢飲時段」，而服務生會利用這段時間推廣銀行與當地商家合作推出的手機應用程式。</p>
<p>
	　　出納員 換成公關人員</p>
<p>
	　　Capital One發言人表示，這類新型態的咖啡館分行有助公司宣傳品牌，也能省下大批出納員的人事成本。同業美國銀行也打算如法炮製，將9,000名出納員改為「公關服務人員」。與其讓出納員親自處理業務，銀行寧願將人力用來輔導顧客使用提款機及手機應用程式，藉此提高客服效率。</p>
<p>
	　　聯邦存款保險公司統計，去年美國全國共有9.5萬間銀行分行，創2005年以來最低紀錄。儘管銀行業不斷刪減人力，至今仍有三分之一的分行虧損，使業者不得不出奇招。</p>
<p>
	　　銀行業目前採用的最新型提款機除了能找零之外，還能透過螢幕讓顧客與遠端客服人員視訊通話，藉此降低實體出納櫃檯的人事成本。部分銀行甚至縮減或關閉得來速車道，鼓勵顧客改用手機處理一般金融業務。</p>
<p>
	　　富國銀行近日推出的網路新功能讓顧客出門前先上網取得一次性授權密碼，隨後就能在得來速車道快速完成身分驗證，縮短業務處理時間。PNC銀行推出的應用程式能讓顧客出門前先在手機輸入預定提款金額，隨後在提款機前直接掃描手機QR Code就能拿到現金。</p>
<p>
	　　然而，這類成本節約策略在執行上不見得如銀行預期般順利，有時反而造成反效果。Celent顧問公司分析師米拉(Robert Meara)認為，「多數銀行對於分行經營策略欠缺明確方向」，導致一味節省人力引起顧客不滿。</p>
<p>
	　　以79歲老奶奶雷夢(Grace Raymond)為例，日前她到美國銀行櫃檯繳交房貸時就因服務人員短少而搞得一肚子火。當時大廳內擠滿顧客，她先是被帶到理財專員區排隊，終於輪到她時才被告知該去出納櫃檯排隊，就這樣浪費了一整個下午。</p>
<p>
	　　銀行服務 應重快速服務</p>
<p>
	　　今年5月美國銀行召開股東大會時，已有股東質疑部分分行為節省出納人力反而造成顧客大排長龍。美銀執行長莫尼罕(Brian Moynihan)當時表示，公司仍在嘗試各種新策略以因應消費者行為變遷。</p>
<p>
	　　一名日前路過Capital One紐約咖啡館分行辦事的顧客奧麗佛(Jennifer Oliver)也表示，她雖然喜歡那邊提供的特價咖啡，但坦言自己不會為此特地跑去分行辦事。</p>
<p>
	　　市調機構J.D. Power資料顯示，只有5%顧客曾在最近一次造訪分行時開戶或購買金融產品。銀行業顧問公司Bancography總裁瑞德(Steven Reider)表示：「沒人會因一時衝動而申請房貸。」(工商時報)</p>
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)

'/views-36083-[page].html'

''

'https://gafei.com/views-36083'

array (
  's' => 'article',
  'c' => 'show',
  'id' => '36083',
  'm' => 'index',
)