英汉口译技能教程

P166-P170会场实战（原声）（5）Speech by a Group Head of Standard Chartered Bank in Asia-Pacific Bank Cards Summit 2008Good Morning. Good Morning! Good! Zao an! Ni hao! Sleepy! Sleeping! Good Morning! My name is Barsker Rangchary, very long name. I work in standard chartered bank. I’m based in Singapore, and I’m the group head for strategic alliances and customer loyalty.How many of you are work,I know all of you work in a bank, yes? How many of you work in cards marketing? Marketing? One,ok. How many of you work in operations? Operations, no. Risk, risk management? Ok,we have one gentleman. How many of you are in the cards business? All of you, ok. So the rest of you, work in a bank, or no? Ok I’m just joking. I just wanna, I just want you to feel more alive ok? So, I’m just making some joke here and there. Please don’t get offended?Ok, what am I gonna to talk abou t this morning? What I’m going to talk about? Oops, ok, that’s the end of my presentation, sorry. Ok, what I’m going to talk about are a few topics: what is loyalty? What does loyalty mean in the card business? Why does it matter to growing profitably? It’s very easy to give the customer everything. But you lose money. Right? We’re in business to make money, not to lose money. Correct? So therefore we need to make sure that everything we do is profitable. What’re the trends in loyalty? I’ll be talking about that later. Then, all of us know a lot of loyalty programs will be saying: why is my loyalty program not working? Ok, I will look at some of the issues, some of the problems that we face in cards marketing. What does it take to succeed? And I will share a lot of examples.Can I just ask how many of you hold credit cards? No credit cards? Cash? Cash better, or credit card better? Creditcard. Ok, I’ll tell you what matters in the credit card business. Just for my experience, I have been working in Asia-Pacific for over 20 years. I’m Singaporean. I have been coming to China since 1991, when many of you were little children. Ok, I’ve been coming to China. And in those days, China was still, you know, a developing nation. Today, China has come a long way, but the credit card business in China is still starting up, really. It’s not mature. It’s a growing business. And I will share with you what matters in the card business. So some of the things you’re going to see today may not be useful today in your b usiness but tomorrow. As the business grows, as cards become more and more competitive, you’ll understand what loyalty is and why it matters. Oops, sorry, I keep hitting the wrong button. I must, ok.So, what is loyalty? Loyalty, this is a definition from a textbook: “it describes a customer’s commitment to do business with a company.” So, if you’re a credit card holder, and you hold 3.4 cards, what is your commitment to use one card? Today you use a card because it gives you good discount, or it makes you feel good. It gives you states. It is a platinum card. All my friends know I’m rich. Yeah, so a card can do that. Now in the banking business, there is only one product that can make you feel good. It’s a card. You can’t, you don’t take your housing loan document and walk around, and show your friends, wow, I have a housing loan. Right? You don’t do that withyour personal loans. You don’t do that with any other banking product. But with cards, you show your friends. Your friends see. They know what you, what your status is. So therefore in cards maintaining a customer’s loyalty is absolutely critical.But what does loyalty mean? It’s a customer’s commitment to do business, keep giving new business and recommend it to the friends. Here now, I’ll explain a little bit why I talk about all the three aspects. Second thing, loyalty can not be taken for granted. That means, today you may be loyal to handbag Louis Vuitton, very good. But tomorrow you may say: “I don’t like Louis Vuitton, I move to Prada.”You don’t like Prada, you move to Ferragamo. Right? This happens. So for Prada to maintain your loyalty, they can not assume that today you like Prada, tomorrow also you like Prada. Ok, you may not like it. So therefore it becomes a challenge to maintain loyalty. In the card business, it’s even more difficult to maintain loyalty because if you are my customer, I can’t see you. Right? All I know is your name, your number, and I talk you on the phone. So it’s much harder to maintain.This is a pretty chart. What is really says is that there are five things in the card business you have to do if you want to be successful with premium customers. One is the product features and the positioning. The features of the product, for example, oh, my card comes with a very high credit limit. My card has a, you know, free insurance. Or every time I go to the restaurant, they, you know, I get priority. All these are features of a product. Position. All of you know there is a classic card, gold card, platinum card, titanium card infinite card signature at many different levels. Right? And everybody wants to show to their friends that they are rich, right? So they want the next higher level card. And it’s not just the color of the plastic, it’s the positioning that makes the card exc lusive. You can’t just put a card and say: “Ok, I’m done. “ The next thing you’ve got to do is to have great customer service. And in the card business, because you don’t see your customer most of the time, all your customer most of the time, all your customer service happens on the phone. So maintaining and giving a great experience on the phone is much harder than in face-to-face. Therefore maintaining that is important.Relevant merchant benefits. Today many credit cards offer thousands of discounts, not just hundreds, not just ten, but thousands of discounts. How many of you remember what discount you get when you go to a restaurant, you can’t. It’s not possible. So it’s more important to maintain relevant and good benefits. What’s relevant to you based on your lifestyle. If you’re young and single, what you want is different from when you’re married with three children. So the card must meet your needs.Fourth, comprehensive rewards program. A good rewards program that covers everything that different customers want. And finally status recognition and affirmation. If you walk to a restaurant and they see your card. And they say: “Oh, welcome, Mr.Li, come, come, please sit down. We have a special seat at the window for you.” Then you feel good, right? And you love this card. You’re like: “this is my favorite. I want to keep this all the time. I want to show it to all my friends.” Right? That’s the thing a card can do. The card can make you feel emotional. So recognizing it and repeatedly recognizing it is very important.If you are loyal to any brand or any product, what are the behaviors you do? Youwill come back frequently. So if you like the particular shop, you will go back soon. You will buy more expensive products. So the first time you may take something that’s cheaper, but next time you’ll buy the more expensive because you like this shop or you like this brand. You’ll recommend to friends. You say: “O h, you know, this is a handbag from Louis Vuitton, very beautiful. Look at the color, look at th e monogram.” You know, you’ll talk about it with your friends. You will give important suggestions to the company. So when you call us and you say: “Y ou know, I would, I would like to suggest that your card should have free insurance because a lot of my friends tell me that insurance is important.” So important suggestions come from loyal customers. If you don’t care about a particular product or a company, you’re not going to give any suggestions. You will just walk out and you won’t go back. Correct?So what is the emotion that a loyal customer has? When they feel attached, they are very proud of it. They like being associated with the brand. They trust the provider. If you always maintain a certain quality, you’ll always be able to command a premium, because your customer trusts you. They don’t change even when competitors offer: “Oh, cheap sale, come and take.” They won’t change. They will still pay m ore to buy your product. It’s the same in the cards business. And they’re willing to forgive mistakes. If they like your brand and you made a mistake in the service, for example, in credit cards, you billed them something by mistake, they won’t scold you. They will say: “Hey, this is a mistake, please correct it.” But if they don’t like you, they will call and scream at you for half an hour. That happens all the time, right?But why does loyalty matter? Why is it important in the card business? Let me share with you some of the findings from research around the world. One, it costs you five times more to get a new customer than to keep a customer. That’s very important to know. And normally in any business, there is, as someone call it, the 80-20 rule. 80%of your business comes from 20% of your customers. So it’s really important that you look after this 20%, because if they disappear, your business disappears.Three, bank. You know I am a banker; you are a banker. Bankers are terrible at keeping customer s. Banks don’t do a good job normally, because we’re not in the customer marketing business. You walk into a supermarket, right, they do a great job of, you know, which shelf they put the potato chips, which shelf they put the shampoo. Imagine if they put the shampoo on the top of shelf, can you reach it? No. So supermarkets, retail business pay attention to that kind of detail. But generally banks don’t do it very well. So as a result, research actually shows that banks lose 20%of customers every year. Tha t’s a lot of customers. So every four years, your customers are gone. You are getting a new set of customers and it costs you five times more. Every time you get a new customer, you pay a lot of money, commissions, you pay all this, you don’t know if this customer is being profitable.P170-P172现场口译参考:早上好！早安！你好！瞌睡吗?在打瞌睡吗？早上好！我叫BarskerRangchary，很长的名字。