Shaping The Future of Financial Services in Taiwan塑造台灣未來的金融服務

The HSBC View匯豐銀行願景

Mike Finnegan

范毅文

SVP Network & Distribution

Personal Financial Services

HSBC Taiwan

個人金融處資深副總裁

香港商香港上海匯豐銀行

If you were ill, you wouldn’t wait to have a heart attack before you went to the doctor

假如您生病了，您不會等到心臟病發作時才去看醫生

So, why would you wait till you were rich to secure your financial health?

所以，為什麼要等到您富有了才去穩固您的財務狀況？

Wealth management is all about taking the right steps now to secure the future by having a personal financial prescription

財富管理的處方籤就是:當下立即運用正確的步驟以保障未來

What is wealth management?什麼是財富管理?

A proactive service that anticipates a customer’s banking and investment

needs and delivers timely and consistent quality solutions

一種積極的服務，預期客戶對銀行及投資的需求，提供及時地、一致地、且具有品

質的解決方法Wealth財富

Wealth財富

Product產品

Product產品

ADDS VALUE

附加價值

Who needs Wealth Management in Taiwan?在台灣誰需要財富管理?

There is an increasing demand in Taiwan for financial advice and value add 在台灣對於金融顧問與附加價值有持續成長的需求

Over 400,000 people with net worth in excess of NT$ 3M (US$ 100,000). 超過四十萬人的財富淨值超過三百萬台幣(約十萬元美金)

Less than 3% of the affluent market claim to have been approached for WM services. 不及3%的富裕市場表示，曾經被財富管理服務接洽過

GDP is projected to steadily grow at 4-5%. 國內生產總值預計會穩定成長4%到5%

High levels of saving (26.78 %) and people are eager to invest. 高標準儲蓄(26.78%)且人民急切的想要投資

Taiwan is going to be largest mutual fund marketplace in Asia exJapan by 2008: 17% CAGR. (Asian Asset Management in a Global context by Cerrulli Associates) 台灣將會是亞洲最大的基金市場，例如日本至2008年為止，每年複合利率將成長17%(全球性亞洲資產管理)

Who needs Wealth Management in Taiwan?在台灣誰需要財富管理?

McKinsey & Company 2003 “Bank in Asia” report - TW WM market is predicted to grow by 14% annually until 2011. 邁肯錫2003年亞洲銀行報告指出:預計到2011年，每年台灣財富管理市場將會成長14%

Market research shows that customers are increasingly demanding wealth management services from reputable, established providers that make them feel exclusive, prestigiousand provide tailor-made solutions 市場研究報告顯示，客戶對於財富管理服務的需求正在持續成長中，尤其是聲譽好且建立完整的的同業，讓客戶感覺到獨一無二以及量身訂做的解決方法

Preservation of wealth is becoming more important. For the firsttime in Taiwan since 1881, we are seeing the erosion of purchasing power 財富的保值愈來愈重要，自從1881年之後，我們第一次在台灣發現購買力正逐漸擴張

Who needs Wealth Management in Taiwan?在台灣誰需要財富管理?

ANSWER:

答案

EVERYONE

每一個人

How do we deliver WM to everyone in a way that best suits them? 如何才能提供每一位客戶最適當的理財規劃呢?

The HSBC Customer Proposition 對客戶的使命

Execution only 執行

•Customer demand 客戶

的需求

•By product 產品需求

•By amount 金額需求

•By fund 基金種類需求

•Facilitation of customer instruction 以最快的速度處理客戶的指示

Informed Choice 完整的理財選擇

•A request for information 資料請求

•Further detail or clarification 詳細資料及釐清

•Information only 僅有資料

•No recommendations or advice 無建議

Advice 建議

• Full Sales Process 完整的行銷

步驟

• Fact find 尋找事實

• Attitude to risk 風險承受度

• Investment aims 投資目標

• Documented recommendations 理財建議書

• Reason why letters 建議說明

書

• Ongoing customer service 持續服務

Rather than set monetary limits for the Wealth Management Guidelines, HSBC recommends a customer centric approach as the above model proposes

與其以金額限制來規範財富管理辦法，不如我們採用以客戶為出發點的模式

The Advisory Sales Process財務顧問銷售流程 The advisory sales

process is the financial equivalent of the full health check… ensuring that the recommendation is the best cure for long term financial health. 財務顧問銷售之流程就好比是一個完整的財富健康檢查，來確保所提供之建議，是維持長久財富健康的最佳治療

We shall 獲得引見

• Build trusting relationships based on mutual respect and added value

互信關係建立在彼此尊重與附加價值

• This will drive ongoing referrals and new introductions

這會驅動源源不絕的引薦與新客戶的增加

We shall 接觸客戶

• Introduce ourselves by way of Business Card, setting out our name, designation and company從自我介紹開始，遞名片、報名字、職稱及公司名稱

• Issue a terms of business letter setting out your rights as a customer and our obligations to you as a Bank. We shall also explain how to make a complaint to the Bank if our service falls below standard

發給契約條款予客戶聲明客戶權利與銀行義務。當服務品質在標準之下的情況，我們也應該向客戶解釋客訴程序

We shall 事實調查

• Issue a copy of the completed fact find which shall be signed by both customer and adviser

發給客戶一份完整事實調查的副本，其具有客戶與顧問的署名同意

We shall 做出建議

• Issue all product particulars, and explain fully term, nature and charges of all proposed plans.

將所有推薦的計劃發給客戶，並完整說明產品的個別特殊性及其費用

• Fully explain the relationship between risk and reward

徹底解釋風險與報酬之間的關係

We shall 提出方案

• Issue a ‘Reason Why’ letter to you documenting the products purchased and the basis for the purchase

發給建議說明書，說明購買的產品以及購買的依據

We shall 持續服務

• Contact you every 6 to 12 months to ensure your existing plans are still appropriate to your needs

每六到十二個月與您聯絡，確保您現有的計劃仍然適用於您的需求

Sometimes, self-diagnosis is enough when you have a cold and you can buy the cure. Other times, you need a doctor to tell you what is wrong. 有時候當您感冒，自我診斷購買成藥來吃已足夠。但其他時候您需要醫師的專業來回答您的問題

Financial security is important to everyone no matter what the current state is of their financial health…財務安全對於每一個人都重要，不論現在的財務狀況是如何

The right process, combined with the right qualified and experienced people demonstrating the right behaviourswill ensure the customer is getting both what they want and what they need. Thus ensuring both customer choice and expert advice when needed正確的程序加上勝任而有經驗的業務同仁，才能確保客戶獲得他們想要得到的以及他們真正需要的。因此隨時確認客戶的選擇並提供專業的建議

The best of both worlds?創造雙贏?