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 2008 Good 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 with your 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? You will 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。我在渣打银行工作,工作地点在新加坡。我是战略联盟及客户忠诚部负责人。 你们中多少人是在银行工作呢?我知道你们都是在银行工作,对吗?多少人是做银行卡销售的呢?营销?好,有一位。多少人做运营?运营,没有。风险管理?好,有一位。多少人做银行卡的呢?你们都是,那么,还有些人不是在银行工作?我只是开个玩笑,希望你们更活跃点,我会偶尔开些玩笑,请别见怪。 今天早上我会谈些什么呢?哎呀,不好意思,按错键翻到ppt最后一页了。好,我会谈谈这些:什么是客户忠诚?银行卡产业中的客户忠诚指什么?为什么客户忠诚对赢利很重要?纯粹满足客户很容易,但是我们会亏钱。我们做生意不是要亏钱,是要赚钱,对不对?所以,我们要确保我们做的每一件事都可以带来利润。那么客户忠诚有哪些趋势呢?我稍后会谈到。各位都知道许多客户忠诚项目没有效果,那为什么呢?我会分析一下我们银行卡销售方面的一些问题。那么如何进行成功营销呢?我会和你们分享一些。 我想问问,你们中有多少人有信用卡?没有信用卡?现金呢?现金好,还是信用卡好?信用卡。现在我要谈谈信用卡行业有哪些重要的影响因素。说说我自己的经历吧。20多年来,我一直在亚太地区工作。我是新加坡人。1991年以来,我经常来中国,当时你们还很小。当时中国还是个发展国家。今天的中国取得了长足的发展,但是中国的信用卡产业才刚刚起步,还不成熟,还处于发展阶段。我会和你分享一下银行卡产业的一些重要影响因素。所以,你们今天听到的可能对你们今天的生意没多少用,但对明天的生意会很有用。随着银行卡产业的发展,竞争加剧。你会明白“客户忠诚”意味着什么,为什么这么重要。对不起,我老是按错键。 那么“客户忠诚”是什么呢?我们看教科上是如何定义的:“客户忠诚描述的是客户承诺和一个公司做生意。”所以,如果你有三四张信用卡,那么你为什么承诺使用其中的一张呢?今天,你用其中的一张卡是因为它提供打折,或者用这张卡感觉好。它赋予你社会地位,比如白金卡。我的朋友都知道我有钱。没错,信用卡能做到这一点。当今的金融业,只有一种产品可以让你感觉很好,那就是银行卡。你无法,也不会拿着房屋贷款文件到处炫耀说,啊,我做了房屋贷款,是不是?你是不会炫耀你的个人贷款的。你也不会炫耀任何其他金融产品。但是你会向朋友们炫耀你的银行卡。你的朋友也会明白你的社会地位。所以在银行卡产业,保持客户忠诚至关重要。 但是客户忠诚是什么意思呢?客户忠诚是指客户承诺买你的东西,经常买,而且还推荐给朋友。现在,我要解释一下我为何谈到这三个方面。还有一件事,对客户忠诚不能想当然。就是说,今天你可能对Louis Vuitton 手提包很忠诚, “我不喜欢LV了,我要买Prada。”然后,你又不喜欢Prada,但明天你可能就会说: 你买Ferragamo,你会这样,是不是?所以,Prada若果想要保持你对它的忠诚,就不能想当然地认为,今天你喜欢Prada,明天你还喜欢它。因为明天你可能就不喜欢它了。所以,保持客户忠诚是个挑战。在银行产业,保持客户忠诚更难,因为我们没法看到我们的客户,我们只知道客户的姓名,卡号,我们只和客户在电话上交流。所以,保持客户忠诚更难。 让这张很漂亮。里列了银行卡产业中赢得尊贵客户的五个要点。一时产品特色及定位。产品特色指什么呢?比如我的信用卡额度高。或者,我的卡提供免费保险。或者每次我去饭店吃饭时,我都享有优先权。所以这些都是产品的特色。定位呢?你们都知道卡可以分成许多种:经典卡,金卡,白银卡,钛金卡和无线卡等。每个人都想让朋友知道他有钱,对吗?随每个人都想拥有更高级别的卡,所以,卡的定位而非颜色让你的卡与众不同。我们不能发了一张卡,就说:“好, 我的工作完成了。”接下来,你还要提供卓越的客户服务。在银行卡产业,你常常看不到你的客户,你都是在电话上提供客户服务。在电话上提供一种特别的客户体验比与客户面对面要难的多。所以电话上卓越的客户服务很关键。 相应的商户优惠。今天许多信用卡提供上千元的折扣,不是几百或几十,是上千。你们中多少人能回忆起来,去饭店的时候你们享受了折扣?没有。不可能。所以更加重要的一点就是保持诱人的相应商户优惠。你需要什么样的优惠,要看你的生活方式。如果你是年轻的单身汉,你的需求和已婚有三个孩子的人会不一样。所以银行卡要满足客户需求。 第四,综合奖励。好的奖励计划满足不同客户的需求。最后一点是社会地位认可。如果你走进一家饭店,店里人看到了你的卡,他们会说:“欢迎光临,李先生,请这边坐,我们为您在窗边安排了专座。”这样,你会感觉很好,是不是?你会爱上这张卡。你会说:“这是我的最爱。我要一直拥有它。我想把它展示给所有的朋友看。”这就是一张卡所能带来的。卡让你感动。所以,卡的社会认可,反复认可非常关键。 如果你忠诚于一个品牌或产品,你会做什么呢?你会常常再次光顾。如果你喜欢特定一家商店,你很快会再次光顾。你会买些更贵的产品。你第一次可能会买些稍微便宜的,但是下一次你会买贵一些的,因为你喜欢这家店,你喜欢这个品牌。你还会将它推荐给朋友。你会说:“这是Louis Vuitton包,非常漂亮。看看这颜色,看看这图案。”你会这样和你朋友说的。你会给公司提很多重要建议。你给我们打电话时会说:“我想提点建议,你们的卡应该提供免费保险,因为我的许多朋友都说保险很重要。”所以说,重要的建议都来自于忠诚的客户。如果你不喜欢一个产品或一家公司,你根本不会提建议。你会一去不复返,是不是? 那么客户忠诚的心理是什么样的呢?他们感到依恋的同事,会感觉自豪。他们喜欢和某个品牌间的那种关系。他们信任供应商。如果你总是提供优质的产品,你一定会获得高额回报,因为你的客户信任你。哪怕竞争对手吆喝“大甩卖!要买赶快!”,你的客户都不会改变他们对你的忠诚,他们还是会多花钱买你的产品。银行卡产业也是如此。他们愿意宽容你犯的错误。如果客户喜欢你的品牌,即使你在服务过程中犯了错,比如,信用卡服务中开错了单,他们不会责备你。他们会说:“你做错了,请改一下。”但是,如果他们不喜欢你,他们会打电话,然后朝你吼半个小时。经常有这种事,是不是? 那么为什么客户忠诚重要呢?为什么客户忠诚对银行卡产业很重要呢?我和你们分享些世界各地的研究成果。第一,获得新客户比保持老客户要多花5倍的成本。一定要记住这一点。还有,在任何行业,我们一般都有个80-20法则。80%的生意来自于20%的客户,这非常关键。要是他们溜走了,你的生意也泡汤了。 第三,银行。我在银行工作,你们也是。银行在留住客户方面做得简直糟透了。我们银行做不好服务是因为我们不是在一般消费品销售行业。你要是走进一家超市,你发现超市做得很好:哪个货架上放薯片,哪个货架上放洗发水。想一想,如果他们把洗发水放到货架最上层,你够得着吗?够不着。所以超市,零售业很注意这些细节。但是一般来说,银行却做不好这些。结果呢?研究表明银行每年失去20%的客户。这可是很大一批客户。所以,4年后,你会失去所有老客户。然后你得重新开发新客户,你要花五倍的钱,给很多回扣,你都不知道客户是不是赚了。 P172-174 会场实战(原声)(6) Thank you, thank you for continuing to follow the afternoon lectures. Today I would like to talk about reconstructing the data center to raise its efficiency and save energy. Energy-saving is a topic dealt with in all of today’s presentations. But here I’d like to focus on the data center’s operational mode. This is also the best way to nip the heat problem in the bud. Even as we can see more and more of the residential buildings are designed to be energy efficient and environmentally friendly. We can also see many thrifty old ladies stuffing their rooms with obsolete clothes, cupboards, and closets. Given this kind of management method, it is highly questionable whether such green and environmentally friendly houses can fully play their intended role. The key, therefore, lies in fundamental changes in life style and living concepts, which could be more important than the houses per se. the same is true with the green data center. So today I’d like to start with this point, and then talk about HP’s innovations and concepts for the dynamic cooling of the green data center. What kind of challenges is the data center facing in energy consumption? We have already heard about many challenges today, and various reports indicate that the energy consumption is ever growing. It is reported that by 2010, over half of the data centers will need redeployment, outsourcing or reconstruction. That is a very real trend However, data centers are not only confronted with pressure of energy consumption, but with other problems and challenges as well. One of them is that its old application fails to meet the new business needs or the various requests from different departments. Under such mounting pressure, the data center department manager has a good reason to boil all of the problems down to one; inadequate investment. But it is rather hard to decide whether or not investment is really the problem. A company might have a relatively bigger investment proportion compared with its industry rivals, but it might still find it hard to meet the different business needs. Can we satisfy the ever-changing business requirements with less investment? As you can see from this typical case displayed on the right side of the PPT, most of the IT investment is used in maintenance. And only 10% is used for new deployment, innovation, and marker tracking. And this is exactly similar to the old ladies we talked about just now. Though living in an energy-efficient and environment-friendly family, the grandma may often air-dry her wedding gown which she will never wear. Of course, the maintenance cost is very high. Another old lady may enjoy watching TV serials and programs on s huge set which consumes a large amount of power and requires constant maintenance of the remote control. When our data center encounters such absurd business requests, we are always rendered speechless. We may be asked to turn a modern and brand-new process back to an old mode or an old interface. Such requirements made us spend too much money in maintaining old systems. Then how could we have enough money to cope with new demands? Thus we have to change the isolated island approach, which is to serve each business department with extremely detailed IT support. This approach is seemingly nice as it does meet business demand, support our business, or even eventually generate some new business it is undoubtedly in the development direction of our IT department and data centers. However, like the renowned Chinese poet, GuanDaosheng, said in one of his poems; Break both of us, mix us, knead a new me and a new you, thus you are in me, as I am in you, and we live and die together. This is not only the new model and direction being taken by the IT industry, and also is state-of-art theory and practice guiding HP. Meanwhile, we must prevent negative side-effects from occurring in the name of “innovation”. We need to determine whether the business requirement of a specific business department matches that of the whole company. For instance, today’s efficient offices have become very effective at sharing resources. We share a lift, a washroom, conference room and telephone network. But when it comes to the IT system and data center, this sharing hasn’t worked as smoothly. If asked, highly performing departments will still complain about their office facilities and configuration. They expect to have their own offices and conference rooms. If you stopped to further listen to their demands, you could definitely hear them ask for more. They would be more than happy to have a room in which staff could take a noon-time nap. When we support business, our objective is to think from the overall perspective of the company rather than its particular departments. This is the desirable way of thinking and living from the point of business technology. In business technology, we have a basic and adaptive solution integrating various product frameworks. It is a highly virtual and adaptive framework based upon the open and standard product development basis to optimize IT management tools. The embodiment of such an adaptive framework is the new generation of data processing center advocated by HP. The designing principle of the data center complies with the operational mode of the whole data center we discussed just now. It is based on the virtual management which is highly sophisticated, open, virtual and modular. And it is a new generation of data center which requires no pilot around the clock.