本文源引自《Harvard Business Review》（哈佛商业评论）2024年3月19日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
In every sector, technological advances are raising customers’ expectations regarding how they should be able to interact with brands.
在各个领域，技术进步正在提高客户对如何与品牌互动的期望。
The banking and finance sector, which has long emphasized product strategy over customer experience (CX), is facing increasing pressure from brick-and-mortar, online, and fintech competition. This makes it critical for brands in the industry—especially well-established ones with a heavy reliance on a human touch—to deliver CX that gives customers what they truly want and need.
银行和金融行业长期以来一直强调产品策略而非客户体验 (CX)，但现在面临着来自实体、在线和金融科技竞争的越来越大的压力。这使得行业中的品牌（尤其是严重依赖人性化的知名品牌）变得至关重要，以提供客户体验，为客户提供他们真正想要和需要的东西。
Millennial and Gen Z bank customers in particular are demanding frictionless CX that mirrors non-financial digital CX—such as their interactions with retail, travel, and entertainment brands—and helps them live their lives with more convenience.
千禧一代和 Z 世代银行客户尤其需要无摩擦的客户体验，这种客户体验反映了非金融数字客户体验（例如他们与零售、旅游和娱乐品牌的互动），并帮助他们的生活更加便利。
Two-thirds of Hong Kong Millennials in a recent HSBC survey rated seamless integration of their banking services as “extremely” or “very” important. Attracting these consumers and encouraging them to expand their relationships with the bank require a strengthened focus on building CX that helps people integrate and navigate their financial lives.
汇丰银行最近的一项调查显示，三分之二的香港千禧一代认为银行服务的无缝整合“极其”或“非常”重要。要吸引这些消费者并鼓励他们扩大与银行的关系，需要更加注重构建客户体验，帮助人们整合和驾驭他们的财务生活。
A seamless banking experience benefits all customers, so every bank needs a CX roadmap that outlines customers’ diverse visions, priorities, and needs at every life stage in order to offer consistent and personalized experiences and build brand loyalty.
无缝的银行体验使所有客户受益，因此每家银行都需要一个客户体验路线图，概述客户在每个生命阶段的不同愿景、优先事项和需求，以便提供一致和个性化的体验并建立品牌忠诚度。
HSBC Hong Kong’s customer-centric approach to building a better CX, both online and offline, relies on a framework built around a customer experience model (CEM) and customer lifecycle management (CLCM).
香港汇丰银行采用以客户为中心的方法来构建更好的线上和线下客户体验，依赖于围绕客户体验模型 (CEM) 和客户生命周期管理 (CLCM) 构建的框架。
Elevating Customer Experience with Customer Experience Model and Customer Lifecycle Management
通过客户体验模型和客户生命周期管理提升客户体验
To gain an in-depth understanding of customer pain points, HSBC builds a CEM by conducting Net Promoter Score (NPS) surveys at various touchpoints and channels. Using an automated Voice of the Customer engine, the CEM can derive customer insights from raw data, enabling HSBC to address negative CX promptly.
为了深入了解客户痛点，汇丰通过在各个接触点和渠道进行净推荐值（NPS）调查来构建客户体验管理（CEM）。使用自动化的客户之声引擎，CEM 可以从原始数据中获取客户洞察，从而使汇丰银行能够及时解决负面客户体验问题。
HSBC applies the survey results to its Customer Forum, a governance and discussion platform in which all departments can review initiatives through the customer lens to help the bank prioritize the journey improvements that matter most to customers.
汇丰银行将调查结果应用于其客户论坛，这是一个治理和讨论平台，所有部门都可以通过客户视角审查举措，以帮助银行优先考虑对客户最重要的旅程改进。
The implementation of this “NPS ecosystem” has revolutionized the bank’s culture by placing customer-centricity at the core of its business strategy for the first time and embedding NPS into the scorecards of every staffer.
“NPS 生态系统”的实施彻底改变了银行的文化，首次将以客户为中心置于其业务战略的核心，并将 NPS 嵌入到每位员工的记分卡中。
The CLCM framework applies a centralized, data-led approach to improve customer engagement by analyzing a massive volume of data points from transactional and non-transactional behaviors and integrating predictive capabilities to give users a seamless, tailored CX.
CLCM 框架采用集中式、数据主导的方法，通过分析来自交易和非交易行为的大量数据点并集成预测功能来提高客户参与度，从而为用户提供无缝、定制的 CX。
CLCM has transformed the way HSBC interacts with its customers by ensuring that the bank can identify and meet their banking needs in real time. Also, the interplay between CEM-generated insights and CLCM-prescribed actions results in a regular, systematic progression of customer engagement as well as improved products and services and more-effective lifecycle management.
CLCM 通过确保银行能够实时识别并满足客户的银行业务需求，改变了汇丰银行与其客户互动的方式。此外，CEM 生成的见解与 CLCM 规定的行动之间的相互作用会导致客户参与的定期、系统的进展，以及改进的产品和服务以及更有效的生命周期管理。
Turning Customer Insight into Action
将客户洞察转化为行动
To enrich CX across four lifecycle stages—acquisition, activation, relationship-deepening, and retention—HSBC employs machine learning (ML) and real-time computing to analyze 1.3 million customer behavior signals every day, including transactions, card use, digital footprints, and app signals. These insights help HSBC generate customer profiles and inform its strategic response.
为了在四个生命周期阶段（获取、激活、关系深化和保留）丰富客户体验，汇丰银行采用机器学习 (ML) 和实时计算每天分析 130 万个客户行为信号，包括交易、卡使用、数字足迹、和应用程序信号。这些见解帮助汇丰银行生成客户档案并为其战略响应提供信息。
Real-time artificial intelligence (AI)–driven findings also help the CLCM framework improve customers’ financial well-being and move them closer to achieve their wealth goals through automated, customized onboarding and relationship-building communications.
实时人工智能 (AI) 驱动的发现还有助于 CLCM 框架改善客户的财务状况，并通过自动化、定制的入职和建立关系的通信，让他们更接近实现其财富目标。
HSBC turns such insights into action by creating products and offers that cater to individual needs and changing trends. CLCM tracks customer input and activities in real time with robust data-analytics capabilities that help the bank further evaluate and refine its customer engagement.
汇丰银行通过创造满足个人需求和不断变化的趋势的产品和服务，将这些见解转化为行动。 CLCM 凭借强大的数据分析功能实时跟踪客户输入和活动，帮助银行进一步评估和完善其客户参与度。
Insights from the CEM have shown that the end-to-end banking experience matters more to customers than product features. It has also revealed that customers prefer digital-first interactions to branch visits, with 90% of respondents saying digital is key to their experience. As a result, HSBC has committed more resources toward improving its digital capabilities for a true “bank in your pocket” experience.
CEM 的见解表明，对客户而言，端到端银行体验比产品功能更重要。它还显示，与拜访分支机构相比，客户更喜欢数字优先的互动，90% 的受访者表示数字化是他们体验的关键。因此，汇丰银行投入了更多资源来提高其数字能力，以实现真正的“口袋里的银行”体验。
The Digital Account Opening Journey
数字账户开设之旅
HSBC Hong Kong has used insights from its CEM and CLCM platforms to transform its digital account-opening process for customers. Streamlining the process is one key area of CX improvement.
香港汇丰银行利用其 CEM 和 CLCM 平台的见解来转变其客户的数字开户流程。简化流程是 CX 改进的关键领域之一。
NPS surveys showed that customers felt the account-opening process was overly long and complex, requiring in-person branch visits and paper documents—critical pain points that led HSBC to reshape and simplify its account-opening process from a 45-minute, in-person procedure at a bank branch into a five-minute process available 24/7 on mobile devices. The change set the industry standard upon its introduction in 2021.
NPS 调查显示，客户认为开户流程过于漫长和复杂，需要亲自前往分行并获取纸质文件——这是汇丰银行重塑和简化其开户流程的关键痛点，从 45 分钟的现场开户流程开始。银行分行的个人流程变成了在移动设备上 24/7 运行的五分钟流程。这一变化在 2021 年推出后就设定了行业标准。
In response to customer demand for easier application procedures, HSBC also integrated its credit card application and investment account–opening processes into the same journey, giving most customers the instant ability to save, spend, and invest in one go within just 12 minutes.
为了满足客户简化申请程序的需求，汇丰银行还将信用卡申请和投资账户开户流程整合到同一个流程中，让大多数客户能够在短短12分钟内一次性完成储蓄、消费和投资。
Recognizing that new customers have diverse interests and needs, HSBC also developed 60 automated and personalized messaging modules explaining account features and dedicated offers over the course of a customer’s first 90 days, all based on data-driven insights and customer behaviors.
认识到新客户有不同的兴趣和需求，汇丰银行还开发了 60 个自动化和个性化的消息传递模块，在客户的前 90 天内解释账户功能和专门优惠，所有这些都基于数据驱动的见解和客户行为。
In addition to the HSBC account welcome email, the messaging engine screens customers’ identities and detects their messaging preferences to provide additional onboarding modules tailored to their specific banking needs.
除了汇丰银行账户欢迎电子邮件之外，消息传递引擎还会筛选客户的身份并检测他们的消息传递偏好，以提供适合其特定银行业务需求的额外入职模块。
The elevated customer experience resulted in 20% more new customers choosing HSBC as their primary bank. As of 2023, eight out of 10 Hong Kong Millennials bank with HSBC, a testament to the bank’s emphasis on customer experience.
客户体验的提升使得选择汇丰银行作为主要银行的新客户增加了 20%。截至 2023 年，十分之八的香港千禧一代通过汇丰银行办理银行业务，这证明了该银行对客户体验的重视。
A New Banking Experience 全新银行体验
Following four years of transforming its customer experience through the CEM and CLCM, HSBC achieved a record-high, market-leading NPS score for the second consecutive year in 2023, indicating that customers prefer HSBC to other banks and are more willing to recommend it to their friends and families.
经过四年通过 CEM 和 CLCM 转变客户体验，汇丰银行在 2023 年连续第二年取得了历史新高、市场领先的 NPS 分数，这表明与其他银行相比，客户更喜欢汇丰银行，并且更愿意将其推荐给其他银行他们的朋友和家人。
“CLCM is at the heart of our customer experience promise and aims to bring the best personalized customer engagement at the right time and right place, empowered by the technology, data, and analytics,” says Maggie Ng, HSBC’s head of wealth and personal banking for Hong Kong.
汇丰银行财富和个人银行业务主管 Maggie Ng 表示：“CLCM 是我们客户体验承诺的核心，旨在在技术、数据和分析的支持下，在正确的时间和正确的地点提供最佳的个性化客户参与。”对于香港。
