<tbody id="63n2f"></tbody>

  • <progress id="63n2f"><bdo id="63n2f"><dfn id="63n2f"></dfn></bdo></progress>

    <menuitem id="63n2f"></menuitem>
    指導
    網站地圖
    英國essay 澳洲essay 美國essay 加拿大essay MBA Essay Essay格式范文
    返回首頁

    澳洲essay格式范文:Commonwealth Bank of Australia and Customer Strategies

    論文價格: 免費 時間:2022-09-22 09:52:55 來源:www.mobile1apps.com 作者:留學作業網

    澳洲essay格式范文-澳大利亞聯邦銀行和客戶戰略。本文是一篇澳洲留學生essay寫作參考范文,主要內容是針對澳大利亞聯邦銀行作為市政對象,對組織目標和客戶戰略進行分析研究,包括系統流程,系統自動化,渠道整合,云技術,競爭戰略以及員工等方面進行全面分析。是一篇符合澳洲大學格式要求的essay范文,下面就一起來參考這篇澳大利亞essay的全部內容。

    澳洲essay格式范文

    Chosen Bank: The Commonwealth Bank of Australia (CBA)  選定銀行:澳大利亞聯邦銀行(CBA)
    Company Analysis  公司分析
    Organisational goals and objectives:  組織目標:

    The Commonwealth Bank of Australia is a multinational bank with operations across, New Zealand, Asia, the United States and the United Kingdom.  澳大利亞聯邦銀行是一家跨國銀行,業務遍及新西蘭、亞洲、美國和英國。
    The Commonwealth Bank’s purpose:  聯邦銀行的目的:
    “To improve the financial wellbeing of our customers and communities” “改善客戶和社區的財務狀況”
    (Commonwealth Bank, 2018, p. 13)
    This purpose is consistent with their current overall strategy to become a simpler, better bank. With a focus on delivering balanced and sustainable outcomes for customers, community, people and shareholders. They plan on simplifying their portfolio, operations and processes while continually building strong and trusted relationships with customers.
    這一目標與他們當前的整體戰略相一致,即成為一家更簡單、更好的銀行。專注于為客戶、社區、員工和股東提供平衡和可持續的結果。他們計劃簡化他們的投資組合、運營和流程,同時不斷與客戶建立牢固而可信的關系。
    In 2018, they set themselves the following goals:  2018年,他們為自己設定了以下目標:
    #1 Net promoter score for consumer and business customers 
    Top quartile reputation score 
    Top 10% employee engagement score
    Top quartile total shareholder returns
    (Commonwealth Bank, 2018, p. 13)
    Established in 1911, CBA is now the largest bank in the Southern Hemisphere, featuring vast resources and capabilities. Their workforce of 52,000 employees serve 16.1 million customers. In terms of physical channels, CBA have established the largest network in Australian with 1,267 branches and 4,253 ATM’s (Commonwealth Bank, 2018, p. 14). Their innovative approach to digital capabilities is sector-leading through services such as NetBank, the CommBank app, Artificial Intelligence (AI), data systems and cloud technology. These resources and capabilities have enabled CBA to achieve impressive service quality ratings. As of 2018, CBA had achieved the Bank leading position in retail customer satisfaction for 51 of the previous 60 months. A Roy Morgan report showed that CBA achieved a net promoter score (NPS) of 3.8, while this is quite low, they are the only one of the big four with a positive score (Roy Morgan, 2019).
    CBA成立于1911年,目前是南半球最大的銀行,擁有豐富的資源和能力。他們擁有52000名員工,為1610萬客戶提供服務。在物理通道方面,CBA已建立了澳大利亞最大的網絡,擁有1267家分行和4253家ATM。他們在數字能力方面的創新方法是通過網絡銀行、CommBank應用程序、人工智能、數據系統和云技術等服務引領行業。這些資源和能力使CBA獲得了令人印象深刻的服務質量評級。截至2018年,在過去60個月中,CBA有51個月在零售客戶滿意度方面處于銀行領先地位。羅伊·摩根的一份報告顯示,CBA的凈推薦分數(NPS)為3.8,雖然這一數字相當低,但他們是四大聯賽中唯一得分為正的球隊。

    Market Analysis/Customers 市場分析/客戶
    Customer Behaviour:
    Customer Loyalty:
    Customer satisfaction;

     
    PART B: RESEARCH INTO THE CUSTOMER STRATEGIES AND CRM OF THE COMMONWEALTH BANK OF AUSTRALIA (CBA)
    澳大利亞聯邦銀行(CBA)客戶戰略和CRM研究 

    Systems and processes: CBA are well known for their marketing leading innovation, which is reflected through their banking systems and processes. In 2008 the bank announced a four-year project ‘Core Banking Modernisation’ that had a final cost of $1.1 billion. A much-needed move for the bank, as it involved removal of their 45-year-old legacy system. The project had the goal of modernising existing banking systems in order to enhance the way they provide services to their customers (Commonwealth Bank, 2008). It achieved efficiencies and simplified banking experiences through underpinned end to end processing systems. Customers additionally benefited from increased access to innovative products, significant operational benefits and cost savings while experiencing a more flexible and open banking experience (Evans, 2011).
    系統和流程:CBA以其營銷領先的創新而聞名,這體現在其銀行系統和流程中。2008年,該行宣布了一項為期四年的“核心銀行現代化”項目,最終耗資11億美元。這是該行急需的舉措,因為這涉及到刪除其45年歷史的遺留系統。該項目的目標是對現有銀行系統進行現代化改造,以提高其向客戶提供服務的方式。它通過支持的端到端處理系統實現了效率和簡化的銀行體驗。此外,客戶還受益于創新產品的增加、顯著的運營效益和成本節約,同時體驗到更靈活、更開放的銀行體驗。
    System automation: In the early 2000s CBA took the riskier move to develop their own inhouse CRM system. The system ‘CommSee’, stands for ‘Service Excellence Everyday’. It had had three main fulfilment objectives; know the customer, deliver that they want and do it in a reliable manner (Commonwealth Bank, 2004). Ralph Norris, CEO at the time, backed the move claiming it was a great success for the bank. CommSee enables them to embed visions for customer service excellence through IT systems. Initially an IT solution developed for the banks high-end clients, it was then tailored specifically to meet the needs of their broader customer base. One of the main features of the system allows bank staff to view stored customer profiles, providing insights on various accounts the customer holds and the statuses of recent interactions with the bank. The system automates electronic documentation, which includes the ability to capture customer signatures and has the aim of helping all staff conduct their jobs better (Deare, 2006).
    系統自動化:在21世紀初,CBA采取了更具風險的舉措,開發了自己的內部CRM系統?!癈ommSee”系統代表“每天卓越服務”。它有三個主要的實現目標;了解客戶,提供他們想要的,并以可靠的方式進行。當時的首席執行官拉爾夫·諾里斯(RalphNorris)支持這一舉措,聲稱這對該行來說是一個巨大的成功。CommSee使他們能夠通過IT系統嵌入卓越客戶服務的愿景。最初是為銀行高端客戶開發的IT解決方案,然后專門定制以滿足其更廣泛客戶群的需求。該系統的主要功能之一是允許銀行員工查看存儲的客戶檔案,提供客戶持有的各種賬戶以及最近與銀行互動的狀態。該系統自動化了電子文檔,包括捕獲客戶簽名的能力,旨在幫助所有員工更好地開展工作。
    Channel integration: CBA have exceptional digital channel integration through various products and services. They serve 6.5 million customers through their NetBank website, CommBank app and digital wallets (John, 2018). NetBank allows customer to manage finances form their own home, helping with efficiencies and costs for the bank. While the CommBank app, with 5 million daily users, simplifies day-to-day management of cards, funds and transferring. Additionally, CBA provides EFTPOS tablet ‘Albert’ to small businesses to provide efficiencies in daily operations.
    渠道整合:CBA通過各種產品和服務實現卓越的數字渠道整合。他們通過網絡銀行網站、CommBank應用程序和數字錢包為650萬客戶提供服務。NetBank允許客戶在家中管理財務,幫助提高銀行的效率和成本。而每天有500萬用戶的CommBank應用程序簡化了卡、資金和轉賬的日常管理。此外,CBA向小型企業提供EFTPOS平板電腦“Albert”,以提高日常運營效率。
    Artificial intelligence: Since 2015 CBA has been developing an ‘Artificial intelligence (AI) stack’, which is now over half-way through development. It includes a customer engagement engine (CEE) with capabilities for suggesting 20 million conversation starters a day. The AI stack allows the bank to better understand what customers are telling them, and problems that need to be solved. Feedback is then fed into the CEE which allows for more proactive and needs-based conversations with customers. AI is additionally used on similar customer complaints, by assessing all past information on those customers in order to identify common events or patterns. This enables understanding of how the bank can shift net promoter scores (Crozier, 2018).
    人工智能:自2015年以來,CBA一直在開發一個“人工智能(AI)堆?!?,現在已經開發了一半以上。它包括一個客戶參與引擎(CEE),能夠每天建議2000萬個對話啟動者。人工智能堆棧使銀行能夠更好地了解客戶在告訴他們什么,以及需要解決的問題。然后將反饋反饋反饋到CEE中,這樣可以與客戶進行更主動、基于需求的對話。人工智能還用于處理類似的客戶投訴,通過評估這些客戶的所有過去信息來識別常見事件或模式。這有助于了解銀行如何改變凈推薦分數。
    Analytical 分析
    Data systems and warehousing: CBA is definitely an impressive company from an analytical perspective, analysis of data has now become one of their greatest strategic focuses. Globally, banks are recognising the need to examine vast volumes of data in order to improve understanding of customers. In 2016, CBA completed a modernisation project of their ageing data centre in Sydney. This project delivered boosts in security, power efficiency while also increasing the facility’s projected lifespan (Pearce, 2016). Rather than moving to a new facility, CBA opted to revitalise the current facility with an additional two new data halls, a move which is believed to have saved the bank millions. Data analysis has become increasingly essential for CBA, they are slowly moving towards serving customers through interactions on iPhones and tablets rather than in costly branches (Eyers, 2014).
    數據系統和倉儲:從分析角度來看,CBA無疑是一家令人印象深刻的公司,數據分析現已成為其最大的戰略重點之一。在全球范圍內,銀行認識到需要檢查大量數據,以提高對客戶的理解。2016年,CBA在悉尼完成了老齡數據中心的現代化項目。該項目提高了安全性和能效,同時也延長了設施的預期壽命。CBA沒有搬遷到一個新的設施,而是選擇通過另外兩個新的數據大廳來振興現有設施,據信此舉為該行節省了數百萬美元。數據分析對于CBA來說越來越重要,他們正慢慢轉向通過iPhone和平板電腦上的交互而不是在昂貴的分支機構為客戶服務。
    Cloud technology: Additionally, CBA excel in cloud technology through their own private cloud ‘One Cloud’, which was developed since 2010 and planned to replaced their outsourced IMB P-series system in 2019. This initiative allowed CBA to significantly decrease their cost to income ratios using the technology. They have found that utilising a private cloud is always cheaper than a public one. Through this development CBA experienced significant increases in efficiency and accelerated product development speeds, leaving other competitors well behind (Sharwood, 2018). It allows the bank to eliminate centralised provisioning services, giving customers a more tailored service. It successfully reacts to the increasing need of improved responsiveness and delivery of self-service capabilities for business customers (Writers, 2019).
    云技術:此外,CBA通過其自2010年開發的私有云“一云”在云技術方面表現出色,并計劃在2019年取代其外包的IMB P系列系統。這一舉措使CBA能夠使用該技術顯著降低成本收入比。他們發現,使用私有云總是比使用公共云便宜。通過這一發展,CBA的效率顯著提高,產品開發速度加快,其他競爭對手遠遠落后。它允許銀行取消集中供應服務,為客戶提供更量身定制的服務。它成功地應對了企業客戶對提高響應能力和提供自助服務能力的日益增長的需求。
    Strategic
    Customer strategy: When it comes to customer strategy CBA has always made efforts to distinguish themselves in the market. The CommBank “CAN” campaign is designed to highlight their competitive advantages in relation to consumers, what a modern bank can be. Whether this is through their various products and services specifically designed to simplify everyday life for its customers. More recently, CBA released their ‘Comyn’ plan to invest $5 billion into technology over a 5 year period. It is an attempt to further extent their sector-leading position by improving outcomes and experiences for customers. One main initiative is their more personal app which is aimed to assist customers depending on their circumstances, which will continually improve (Knight, 2019).
    客戶戰略:在客戶戰略方面,CBA一直努力在市場上脫穎而出。CommBank“CAN”活動旨在強調其相對于消費者的競爭優勢,這是一家現代銀行所能做到的。這是否是通過其專門為簡化客戶日常生活而設計的各種產品和服務實現的。最近,CBA發布了他們的“Comyn”計劃,在5年內投資50億美元用于技術。這是一種通過改善客戶的成果和體驗來進一步擴大其行業領先地位的嘗試。其中一項主要舉措是他們的個人應用程序,旨在根據客戶的情況為其提供幫助,并將不斷改進。
    Competition strategy: Customers are at the forefront of CBA’s operations, their number one priority. They use the following to distinguish themselves from competitors:
    競爭戰略:客戶處于CBA運營的最前沿,他們的首要任務。他們通過以下方式將自己與競爭對手區分開來:
    People: A vibrant, positive and customer-focused culture  員工:充滿活力、積極且以客戶為中心的文化
    Technology: Providing market-leading solutions to meet changing digital needs  技術:提供市場領先的解決方案,以滿足不斷變化的數字需求
    Productivity: Simplifying the way customers do things in order to achieve efficiency  生產力:簡化客戶做事的方式以實現效率
    Strength: Stability and security making them a organisation customers can trust  優勢:穩定性和安全性使其成為客戶可以信賴的組織
    (Commonwealth Bank, 2014)
    Additionally, CBA are extremely attractive through their 1,000 branches across the country, still placing emphasis on face to face channels.
    此外,CBA在全國各地的1000家分支機構極具吸引力,仍然強調面對面的渠道。
    Digital strategy: CBA has established that an important way to distinguish themselves from competitors is through leadership in digital banking. As previously mentioned, they do this through a plethora of products and services such as NetBank, the CommBank app, EFTPOS ‘Albert’ tablet and One Cloud. These various approaches allow them to provide the highest level of customer service.
    數字戰略:CBA已經確定,使自己從競爭對手中脫穎而出的一個重要途徑是通過在數字銀行領域的領導地位。如前所述,他們通過過多的產品和服務來實現這一點,如網銀、康普銀行應用程序、EFTPOS“Albert”平板電腦和One Cloud。這些不同的方法使他們能夠提供最高級別的客戶服務。

    Collaborative 合作
    Partnerships: One of CBA’s recent collaborations is with Australian start-up Kounta, allowing for improvements on their EFTPOS tablet ‘Albert’ for businesses. This provided various benefits for customers, giving them a personalised experience in the digitally-led business environments of today. It enabled businesses to provide great customer experiences by making paying at the table easier, simplifying customer service roles. It helped day-today store management easier through transparency in process management. Finally, it provides greater security for customers with Kounta’s reliable service, heavy security procedures and data backups (Commonwealth Bank, 2016). This partnership with Kounta allowed CBA to provide personalised and tailored products to their business customers, leading to greater satisfaction.
    合作伙伴關系:CBA最近的合作之一是與澳大利亞初創企業Kounta合作,為企業改進EFTPOS平板電腦“Albert”。這為客戶提供了各種好處,讓他們在當今數字化的商業環境中獲得個性化體驗。它使企業能夠提供良好的客戶體驗,使付款更容易,簡化了客戶服務角色。通過過程管理的透明度,它幫助day today商店管理變得更輕松。最后,通過Kounta可靠的服務、繁重的安全程序和數據備份,它為客戶提供了更大的安全性。與Kounta的合作使CBA能夠為其商業客戶提供個性化和量身定制的產品,從而提高滿意度。
    Employees: CBA is well known for their investment in employees, they understand the impact front-line staff have on customers they serve. Since 2005, their CommSee program requires thousands of staff to sit mandatory exams on the new technology. This initiative allowed employees to feel more empowered by technology which translates into service improvements for customers (Bajkowaski, 2005).
    員工:CBA以其對員工的投資而聞名,他們了解一線員工對其服務客戶的影響。自2005年以來,他們的CommSee項目要求數千名員工參加這項新技術的強制性考試。這一舉措讓員工感覺到技術賦予了他們更大的權力,而技術可以轉化為對客戶的服務改進。
    以上就是澳洲essay格式范文的全部內容,如需澳大利亞留學essay寫作指導服務,可咨詢本平臺。


    此論文免費


    如果您有論文代寫需求,可以通過下面的方式聯系我們
    點擊聯系客服
    推薦內容
    • 指導澳洲essay:不可避免...

      本文主要講述了中國,擁有世界上最多人口的國家,有56個不同的民族組成,也擁有豐富多彩的民族文化。...

    • 澳大利亞航空集團的角色分析-...

      澳航集團是世界上最有經驗和最受人尊敬的航空公司之一,其業務組合是成功的??梢钥闯?,從快達和捷星。澳航專注于高端市場和捷星專注于低成本的市場和提供全方位服務,同時......

    • 澳洲風險管理essay指導樣...

      澳洲風險管理essay指導樣本 treasure and risk management 財富管理...

    • 電子購物環境與在線決策輔助工...

      在網絡迅速發展的時代,電子商務對于企業發展起到了越來越重要的作用。但是,互聯網時代,企業在電子商務方面的面臨的競爭同樣不少。在自身網站設置在線決策輔助工具,使得......

    • 澳大利亞教師教育機構的歷史演...

      澳大利亞現現行的教師教育機構體制具有開放性和多元化的特點,其教師培養從選擇上呈現多種渠道的模式,培養的路徑多樣化。澳大利亞教師教育延續了實用性的特征. ...

    • 學生體驗等級劃分及研究論文

      不同背景、不同年齡、不同年級的學生,對于學校的感受也是不同的。盡管如此,學生們的體驗會產生交錯,相互影響,從而形成學生對某個院校的整體印象。...

    小辣椒AV福利在线网站
    <tbody id="63n2f"></tbody>

  • <progress id="63n2f"><bdo id="63n2f"><dfn id="63n2f"></dfn></bdo></progress>

    <menuitem id="63n2f"></menuitem>