The Best List of Financial Services Providers 最佳金融服務供應商列表

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SPECIAL ISSUE 2014

Personal Finance in Asia

CMY

The Best List of Financial Services Providers 最佳金融服務供應商列表

www.WealthAwards.asia 2 The Best List 2013 2 The Best List 2013 Publisher's Note The Best List 2013

Getting It Right 實至名歸

Today, the lines between financial institutions are extremely blurry. 今天，金融機構之間的界線變得非常模糊。銀 There is a convergence between banks, insurance companies and 行、保險公司和獨立平台之間的差異明顯收窄， independent platforms, and they are basically promoting and selling 基本上都在推廣和銷售大致相同的產品。例如， the same products. For example, you can buy investments within an 您可以在保單中加入投資產品，也可以向銀行 insurance policy and you can buy an insurance policy within a bank. 購買保險。

These structures are cause for immense concern because it 這些金融機構的全新角色令人關注，因為這樣 means that an insurance agent or a bank teller could be selling an 意味着保險經紀或銀行櫃台出納員或會向消費 investment product to a consumer who is unaware of how this 者銷售投資產品，而消費者未必清楚其資金的 affects the management of his or her money. 管理將會如何受到影響。

More needs to be done to guide investors through the process of 故此，我們需要更努力來讓投資者認識其風險 understanding their risk appetites and product risk profiles. Also, 承受能力和了解產品風險狀況。此外，投資大 the investing public must be educated on the importance of asset 眾必須接受教育，以明白資產配置、分散投資 allocation and diversification and product selection. In this spirit, 以及產品選擇的重要性。 the BENCHMARK Wealth Management Awards exists to promote and identify those companies that exhibit, better than their peers, 本着此精神，《指標》財富管理大獎旨在促進 the most outstanding qualities in the wealth management industry 和確定在財富管理行業中質素勝於同業的公司， through five pillars: governance, customer experience, marketing, 獎項的五大評分準則包括：企業管治、客戶體 products and technology. 驗、市場推廣、金融產品以及科技運用。

The approach taken by the jurors in determining each awardee’s 裁判的評審過程分為三個階段，以確定每個獲 dedication to excellence occured in a three stage judging process 獎者的卓越成就。評審不僅考慮到每名候選人 that not only took into account the qualifications of each candidate, 的資格，同時也考慮到公眾對產品的看法和使 but also the public’s perceptions and experiences with their 用經驗。 products. This year, I observed that the companies selected for awards were those who promoted best practices by integrating 在我今年的觀察中，可以看到獲獎公司為了提 them into their corporate philosophies and daily activities. They were 倡最佳實踐經驗，都將它們納入自己的企業理 also the ones who made the most effort to provide differentiated 念和日常活動之中。這些公司也盡了最大努力， services to segments of their clientele, recognizing that customized 為不同細分市場的客戶提供差異化服務，亦明 outreach based on generational differences would benefit the 白到基於代際差異而定的推廣計劃將有利於消 consumer and make their products more successful. 費者，使產品更成功。

I am once again proud to present the companies and individuals 本人非常榮幸，可以再次為大家介紹體現香港 who embody the best in wealth management services in Hong 最好財富管理服務的公司和個人。本人謹此恭 Kong. I congratulate the 53 awardees who have exhibited 賀 53 名得獎者，他們都表現出追求卓越的非凡 remarkable dedication to excellence and best practices for the 精神，而他們的最佳實踐經驗亦處處為客戶和 benefit of their clients and stakeholders. 持份者的利益着想。

I am also deeply grateful to our judges, partners and sponsors for 本人也衷心感謝活動的裁判、合作夥伴和贊助 their dedication, commitment, hard work and genuine efforts in 商，多得他們為維護財富管理行業的完整性而 safeguarding the integrity of the wealth management industry to 付出的精神、承諾、工作和努力，確保獎項在 ensure that the conferment of these awards remains prestigious 行業中的認受性，深得同業信賴。 across the industry. 本人很高興能夠為大家簡介今年獲獎者的成功 I am excited to highlight the keys to success of some of this year’s 關鍵。他們統統實至名歸，有值得大家學習的 winners. They truly are “simply the best” and there is something all of 地方。 us can learn from them.

Elsa Pau Publisher and Editor-in-Chief 4 The Best List 2013 Contents The Best List 2013 Contents

Publisher’s Note 2 出版人語 Introduction 8 大獎簡介 Methodology 10 評審方法 Jurors 14 評審團 Company of the Year 19 企業年度大獎 Champions of Wealth Management 20 卓越成就實至名歸 Hall of Fame 22 《指標》名人堂 Ceremony Snapshot 24 頒獎典禮盛況

Company of the Year - Retail Bank 企業年度大獎(零售銀行) Standard Chartered – Charting the Right Course 26 渣打 - 指明方向 Company of the Year - Insurance 企業年度大獎(保險) MassMutual Asia – Keeping It Personal 32 美國萬通亞洲 - 個性服務

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6 The Best List 2013 Contents The Best List 2013 Contents THE BEST LIST 2013 2013 最佳金融服務供應商列表

Editorial Publisher & Editor-in-Chief Elsa Pau Associate Publisher & Editor Patrick Tuohy Managing Editor Marlynne Bidos Senior Editor Nicky Burridge Company Awards Associate Chinese Editor Michelle Li 企業大獎 Translators David Wilck Leung Tony Yip Retail Bank Senior Designer Pak Yeung 零售銀行 Citibank – Citibank Reinvents Itself 38 Business 花旗銀行 - 全新姿態 Associate Publisher Joanna Tang & Managing Director BEA – All About Customer Experience 44 General Manager Marcus Wong 東亞銀行 - 緊貼客戶 Business Development Manager Daniel Lau Deputy Event Producer Clara Szeto Insurance Web Administrator Vanson Chan 保險 C Sun Life – Powered by Insight 48 Inquiries M Editorial +852 3488 1416 永明金融 - 洞察行動 Y [email protected] Blue Cross – A Focus on Change 52 Subscription +852 2297 3032 CM [email protected] 藍十字 - 力求創新 MY Ad Sales & Sponsorship +852 2297 3032 FWD – Satisfaction Guaranteed 56 [email protected] CY

富衛 - 保證滿意 CMY Published by WealthAsia Media K Ageas Insurance – Ageas Shines 60 10/F Cheung’s Building 富通保險 - 熠熠生輝 1 Wing Lok Street, Sheung Wan, Hong Kong Tel: +852 3488 1421 ACE Life – A Newcomer Excels 63 Fax: +852 3488 1420 安達人壽 - 同業新秀 Prudential – Smarter Protection 67 Printed by QBMA PRODUCTIONS Suite 1005, 10/F 英國保誠 - 智能保障 Hong Man Industrial Centre, 2 Hong Man Street, Chai Wan, Hong Kong Independent Advisor 獨立顧問 AMG – Making the Right Decision 71 Printed in Hong Kong 安柏 - 明智決定 WealthAsia Group© 2014. All rights reserved. www.WealthAwards.asia Independent Platform 獨立平台 BENCHMARK is published monthly ten times a year by The Whole 9 Yards Limited. All materials, content and forms contained in this publication are the intellectual prop- iFAST – Keeping Ahead 74 erty of TW9Yand may not be copied, reproduced, distributed or displayed without TW9Y’s express written permission. 奕豐金融 - 保持領先指標》由The Whole 9 Yards Limited (TW9Y) 一年出版十期，出版物所有資料、內容及表格均屬 TW9Y 的知識產權，不許在未經TW9Y 書面同意下複印、重印、 Friends Provident International – Seizing Opportunities 78 分發及顯示。英國友誠國際 - 捕捉機遇 Disclaimer: The facts and opinions stated or expressed in this publication are for information purposes only and must not be relied upon as being those of the publisher or of the institutions for which the contributing authors work for. Although every care has been taken to ensure the accuracy of the information contained within the publication, The Whole 9 Yards Limited (hereinafter “TW9Y”) does not Fidelity – Trading Places 81 warrant, either expressly or implied, the accuracy, timeliness, or appropriateness of the information contained in this publication or on its website. TW9Y disclaims any responsibility for content errors, omissions, or infringing material and disclaims any responsibility associ- 富達基金 - 交易平台 ated with relying on the information provided in this publication or on its website. No person should rely upon information provided in this publication or on its website as the basis for taking any action or making any decision. Neither the publisher, authors and their employers nor Morningstar can be held liable or otherwise responsible in any way, for any advice taken or decision made on the basis of the facts nor opinions expressed or stated here in this publication. 聲明：本文件所刊載或表達的事實及意見僅供參考之用，未必亦不得被認為是出版商或僱用作者的機構之事實及意見。雖然已小心確保文件所載資料的準確性，任何人士不應信賴該等資料作為採取任何行動或作出任何決定的依據，而出版商、作者及其僱主或作為贊助人的 Morningstar 亦毋須對依據本文件內所表達或刊載的事實及意見而採取的任何建議或作出的任何決定承擔責任或以任何其他方式負責。

INTRODUCTION 群雄逐鹿精英輩出

The 4th annual BENCHMARK Wealth To recognize the increasing influence 第四屆《指標》財富管理大獎評選財富管中包括來自 70 間有信譽和代表性的網站 Management Awards highlighted social media is having on the wealth 理業界最佳實務獎項，表彰傑出的個人和數據。 individuals and companies who exhibit management industry, a Social Media 公司。 excellent wealth management practices. Engagement category was added. In 2013 年 11 月 18 日星期一，各類別獲獎 this category, 20% of the final score was 此次為期三月的大賽分三個階段評審財富者出席香港港麗酒店頒獎晚宴，共慶盛會 The three-month competition examined calculated with the Brand Popularity 管理行業的關鍵實務。在大賽的第一階成功舉辦。今屆年獎共頒發 53 個獎項， key aspects of the wealth management Index (BPI), which includes data from 70 段，《指標》編委會從每個類別中篩選出其中 26 個為最佳表現獎。有三位傑出專 industry in three stages. During the first reputable and representative websites. 入圍的企業。在第二階段，17 位評審團成業人士獲選入《指標》財富管理大獎名人 stage of the competition, the BENCHMARK editorial committee screened and short- Award winners in their respective 員會評審入圍決賽企業提交的論文。得分堂。 listed applicants in each category. In categories were celebrated at a gala dinner 最高，且平均分數高於 80% 者獲得最佳 stage two, the short-listed finalists’ papers ceremony on Monday, 18 November 表現獎，平均分數高於 70% 的其餘入圍 were reviewed by a panel of 17 judges. 2013 at the Conrad Hotel Hong Kong. 決賽企業獲得傑出表現獎。 The highest scoring applicants with an Best-in-Class awards in 26 industry best 80% minimum average score were given practice categories were granted and a 社交媒體對財富管理行業的影響力日益增 the best-in-class designation, with the total number of 53 awards were issued. 加，有見於此，今年大賽特別增加了社交 remaining entrants having a minimum Three outstanding professionals were 媒體聯繫獎項。在此類別中，最終得分的 70% average score named outstanding also inducted to the BENCHMARK Wealth 20% 來自品牌人氣指數（BPI）計算，其 achievers. Management Awards Hall of Fame. 10 Awards Methodology The Best List 2013

Methodology The BENCHMARK Wealth Management Awards (BWMA) process includes three distinct stages:

Stage One: Shortlisting of candidates To better reflect brand popularity movements, four sub-indexes are Applications, together with any accompanying materials, were read used to present a well-rounded picture of brand performance in social by the BENCHMARK editorial committee. The applications were scored media, including: based on each category’s criteria. Shortlisted candidates were notified in September 2013. • The consumer sentiment index which reflects the sentiments of consumers towards the brand and determines if the brand Stage Two: Top 3 selection (only for applicable categories) was critically acclaimed or negatively commented on over time. The submission papers of the shortlisted finalists were reviewed and Sentiments of discussion posts are categorized into positive, neutral judged by a panel of jurors. The jurors took into consideration each and negative. applicant’s “Brand Popularity Index” and their ranking among peers within the same category. The scoring was weighted as follows: • 60% merits and quality of the submissions Consumer Positive Negative Neutral Sentiment • 20% jurors’ own discretion based on experience and professional Post Post Post opinion Index • 20% references to social opinions through the Brand Popularity Index

Stage Three: Best-In-Class and Outstanding Achievers • The discussion volume score represents the intensity of discussion in terms of post volume with reference to the number of related selection discussion posts, which is also known as the matched posts. By The highest scoring applicant with a minimum of an 80% average comparing the number of matched posts with the total number was designated with a Best-in-Class award and the next two highest of discussion posts on the same day, it is able to evaluate whether scorers with a minimum of 70% average were named Outstanding the brand is drawing voluminous discussions and attention from Achievers (in applicable categories). consumers.

What is the Brand Popularity Index (BPI)? Total No. BPI is the first key performance indicator (KPI) which measures the Discussion Matched of posts in general performance of brands over discussion-based media in Hong Volume Post Count the same Kong. BPI offers a comprehensive examination of brand popularity in Score terms of consumer sentiment, discussion volume, participant numbers day in HK and discussion penetration levels of consumer content in discussion- based media. • The discussion participation score reflects the enthusiasm of Three criteria are used to select websites: consumers in expressing their opinions toward the brand. A higher 1. Website traffic. The Alexa ranking (www.alexa.com) is used to discussion participation score explains that more consumers are determine traffic to the particular website. discussing the brand in social media and consequently increasing 2. Content quality. The content of each selected website is reviewed the brand’s exposure. periodically to ensure that at least 70% of the consumer generated content is of quality for consumer insights. Total No. 3. User activity level. 60% of the discussion boards in each of the Discussion No. of of posts in selected websites should be updated daily with new posts. Participation Authors the same Score BPI Computation day in HK Consumer content and people are the two most important elements in social media which can bring huge effects to the society and brands. BPI calculations carefully balance the importance of consumer • The consumer coverage rate reflects the penetration of brand content and people to provide a true and fair evaluation of a brand’s discussions in different consumer groups. Different discussion- position in social media. based websites, including forums and blogs, display unique user demographics and preferences. A high consumer coverage rate is The index includes data from 70 reputable and representative equivalent to a broader message spread. websites* in the Hong Kong region. Each was selected due to their website traffic, content quality and user activity level. Calculation was Total No. Consumer based on the largest digital intelligence database in the greater China No. of of Post in Coverage area which has had 4 billion discussion posts since 2009. The system Website the same Rate monitors an average of 70,000 talking netizens and 350,000 discussion day in HK posts every day.

BPI Interpretation BPI ranges from 0 to 100. According to our statistics, the average range of BPI scores for brands lies between 30 and 70. A brand is deemed to be of outstanding popularity once the BPI approaches the 70 level. Likewise, if BPI falls below 30, it is an indication that the brand is not popular in the social landscape. 12 Awards Methodology The Best List 2013

評審方法《指標》財富管理大獎評獎過程包括三個不同階段：

第一階段：評選入圍名單 BPI 計算中亦包含四大分類指數，多角度地分析品牌透過社交媒體的《指標》編輯委員會審閱參賽企業提交的申請和相關資料。所提交的網上人氣變化：根據分類標準獲得評分。入圍決賽的各參賽企業在 2013 年 9 月得到通知。 •消費者支持指數（CSI），指在反映消費者對品牌的討論情緒，突出強調品牌是否廣受好評或被負面評論。第二階段：評選前三甲入圍名單（僅適用類別）評審委員會審查入圍決賽企業所提交論文稿和相關數據。評審也參考提供的參賽企業品牌人氣指數（BPI）和他們在同業的排名進行相關消費者支持正面討論負面討論中性討論類別的評分。評分分佈如下：指數（CSI） •60% 為論文和相關數據的優劣 •20% 在個別經驗和專業意見基礎上由評審自行評審 •20% 通過參賽企業品牌人氣指數（BPI）所反映的社會媒體意見 •討論參與指數（DVS），屬品牌相關的討論帖子的相對強弱度，檢視品牌相關的討論量。第三階段：評選「最佳表現獎」及「傑出表現獎」獲獎企業評審團將相吻合的類別收集總分成績。得分最高的參賽企業其平均得本地討論討論參與分最低為 80%，將會獲得同級「最佳表現獎」，其後兩位得分最高相關帖子總數帖子總數指數（DVS）的參賽企業其平均得分最低為 70%，將會獲得「傑出表現獎」。

什麽是網上品牌人氣指數（BPI）？網上品牌人氣指數（BPI）是第一個以績效指數來衡量被監測主體在 •討論回應指數（DPS），屬品牌討論人數與本港人數的比較，討論香港網上討論媒體中的整體表現。BPI 對被監測主體的品牌知名度提人數越多代表品牌曝光越多。供全面審查，包括有關被監測主體的消費者支持、討論參數，以及討論內容和參與討論者的質素和數量。本地帖子討論回應帖子作者總數網上討論區的選擇基於以下 3 個主要考慮因素：作者總數指數（DPS） 1. 流量排名：網頁流量排名取決於Alexa 網站 (www.alexa.com) 排名。 2. 內容質素：定期審查內容質素以確保有至少 70% 的消費者信息能足以提供消費者洞察資料。 •消費者覆蓋指數（CCR），屬品牌在本土的討論（訊息傳播）的 3. 用戶活躍度：每個論壇中至少有 60% 的討論區討論版面維持日常滲透程度。不同的網上討論媒體包括有討論區（Forum），博客更新內容方才達到「用戶活躍度」級別要求。（Blog），社群網站 (SNS)，問答型平台（Q&A Community）及新聞組（New Group）等均展現不同的用戶人群及特性，越高消費者網上品牌人氣指數（BPI）覆蓋指數代表品牌資訊滲透度越高。討論內容和參與網民是社交媒體中最重要的兩大投入，同時亦為社會和品牌帶來巨大影響。計算 BPI 的過程審慎地平衡了這兩方面因素的

重要性，從而真實可靠地反映出品牌在社交媒體上的地位。本地監察消費者覆蓋網站總數網上總數指數（CCR） BPI 統計方法基於香港地區超過 70 個有權威及代表性的本地網上討論媒體的資料庫。每個網站基於流量，內容質素及用戶活躍度被選入。計算基於大中華區自 2009 年以來累計超過 40 億個討論貼文。系統每天平均監視約 70,000 名活躍網民及近 350,000 篇討論貼文。網上品牌人氣指數（BPI）闡釋 BPI 指數介乎 0 至 100 分。根據以往數據顯示，大部分品牌獲得的 BPI 指數介乎 30 至 70 分。如品牌的 BPI 指數接近 70 分，表示品牌網上人氣及知名度極高。相反，如品牌的 BPI 指數低於 30 分，則代表品牌網上人氣度低。 PRUD0008_Chi_210x285_01_op.pdf 1 1/23/14 10:53 AM

14 Awards Jurors The Best List 2013

Jurors 評審團

BENCHMARK wholeheartedly thanks the following individuals for their professional expertise, time and dedication in choosing the winners of the Wealth Management Awards 2013. 《指標》衷心感謝以下專業人士奉獻專業、時間及誠意精闢細選參賽企業，令 2013《指標》財富管理大獎實至名歸。

Marianne Abib-Pech Cally Chan Edith Chan Chan King Cheung Founder Managing Director Chief Executive Deputy Publisher & Executive Director Lead the Future HP Hong Kong Hong Kong Securities and Hong Kong Economic Journal Investment Institute (HKSI) President of EJ Digital

CY Katherine Cheung Beau Crawford Agnes Koon Stuart Leckie, O.B.E., J.P.

Vice Chairman CRM Sales and Customer Chief Executive Chairman CMY CrossGate Advisors Services Management KSY Specialty Ltd. Stirling Finance

Consulting, Accenture K

Bruno Lee Carrie Leung Rebecca Neufeld Elsa Pau Paul Robinson Regional Head of Retail for Chief Executive Officer Director Publisher and CEO Chairman Asia Pacific ex-Japan, Fidelity The Hong Kong Institute of RNeufeld Consulting WealthAsia Group Alquity and Trustee of Worldwide Investment Bankers The One Foundation

John Spence Roger Steel Alexandra B. Tracy Arnold Yeung Raphael Young Managing Director President, New Markets and Chairman Founder, Chairman and CEO Managing Principal, Asian Capital Advisors Business Development ASrIA AMG FINANCIAL GROUP Global Financial Services Asia, Sun Life Transformation Office, SAP ageas_210x285-Out.pdf 1 18/12/2013 6:29 PM

16 Awards Jurors The Best List 2013

Marianne Abib-Pech 陳景祥畢業於香港中文大學，先後於 1983 年取得文學士學位， Currently, she is the chairman of the Insurance Training Board of 1993 年獲得哲學碩士（傳播）學位，並在 2001 年獲工商管理 Vocational Training Council and a member of various statutory and Founder, Lead the Future 碩士。陳景祥在 1985 年開始加入新聞界，曾經在報章、通訊社 advisory committees, including the Insurance Advisory Committee HKSAR, MPFA Scheme, Hong Kong Export Credit Insurance A pure product of corporate America, Marianne started her career 及電台工作，及至 1986 年加入《信報》，1993 年任副總編輯， Corporation, Anti-Money Laundering & Counter Terrorist Financing at Arthur Andersen, before joining General Electric Europe and 2003 年出任總編輯，2010年獲委任為董事。為配合數碼化發展， (Financial Institutions) Review Tribunal, ICAC Citizens Advisory finally becoming global CFO of a business unit of Shell International 陳景祥在 2013 年改任信報數碼媒體總裁及副社長，並繼續出任 Committee on Community Relations and court member of Lingnan Petroleum at the age of 35. Throughout her career, she has been 董事。除了新聞界的工作，陳景祥也積極在工餘參與新聞教育， University. She has been the president of the Hong Kong Women exposed to the best leadership training possible and highly 曾任教中文大學新聞與傳播學院碩士班課程；陳先生也曾擔任浸 Professionals and Entrepreneurs Association since 2010. She was an instrumental in developing leaders within and outside of her 會大學新聞學院校外委員，以及香港公開大學中文傳播課程顧問； awardee of “Top 100 Outstanding Women Entrepreneurs in China own organizations. In 2012, Marianne decided to start a more 他在 2008 年 1 月開始出任浸會大學傳理學院諮詢委員會委員。 2007”. entrepreneurial and impactful chapter in her career. She moved 公職方面，陳景祥於 2006 年 1 月獲行政長官委任，擔任公共廣 to Hong Kong and was commissioned by the prestigious Financial 管胡金愛女士現任鷹暉保險顧問有限公司總裁。鷹暉是一家保險 Times to write the leadership volume of their business series that 播服務檢討委員會成員，並在翌年提交檢討報告書。此外，陳先經紀顧問，提供全面性保險服務，尤其精於僱員福利、醫療、珠 was published in 2013. Subsequently, she founded two companies: 生在 2010 年 1 月獲香港證監會委任，出任「投資者教育委員會」 LeadtheFuture and SylarCapital. 及「產品諮詢委員會」成員。2010 年 7 月 1 日，陳景祥獲特區寶商、財產及責任保險，亦是英國 Lloyd’s 在香港的珠寶和美術政府頒授銅紫荊星章。專業保險的代理。管現任香港女工商及專業人員聯會會長，并於 She also sits on the board of several start-ups and investment funds 2008-2009 年度香港保險業聯會主席，管是香港保險史上首位女 and is a very active angel investor. Her objective is to act as a catalyst 性的主席。此外，管亦非常熱心參與保險業及社會公共事務，現 of ideas (via the writing), businesses (via the financial advising) Katherine Cheung 任職業訓練局保險業訓練委員會主席、香港特別行政區保險業諮 and of people (via the leadership practice) to contribute to the Vice Chairman, CrossGate Advisors 詢委員會委員、強制性公積金計劃諮詢委員會委員、香港出口信 emergence of a new and better world. She is a regular contributor 用保險局諮詢委員會委員、廉政公署社區關係市民諮詢委員會委 Katherine Cheung is vice chairman of CrossGate Advisors, and was to the Independent and the Huffington Post and hosts a monthly 員、打擊洗錢及恐怖分子資金籌集覆核審裁處委員、嶺南大學諮 alternative investment column for Global Corporate Venturing. previously a managing director at BlackRock in Asia. Katherine joined BlackRock (via acquisition of Merrill Lynch Investment Managers) in 議會委員、中華海外聯誼會第四屆理事、港區婦聯代表聯誼會理 1999 and held various positions during the period, which included 事、行政長官選舉委員會委員、第十二屆全國人大代表選舉會議 Cally Chan heading up the marketing function (1999-2010) in Asia, charging 成員、九龍崇德社籌委會主席及北京市婦聯特邀代表。2007 年 Managing Director, HP Hong Kong up the firm’s Hong Kong retail business (2004-2009) and starting up 管獲頒「中國百名傑出女企業家獎」，以表揚她的卓越表現。 a regional corporate communications function for the Asia-Pacific Cally Chan is the managing director of HP Hong Kong. She is region (2010-2011). Cheung holds a Bachelor of Arts in Economics responsible for overall revenue and profitability, business operations and Psychology from University of British Columbia. She was an Stuart Leckie, O.B.E., J.P. 李仕達 and driving HP’s leadership in Hong Kong and Macau. executive committee member of the Hong Kong Investment Chairman, Stirling Finance Funds Association (2006-2011) and played the role of vice chairman Chan has more than 20 years of experience. Prior to becoming the of its Unit Trust Subcommittee from 2008 to 2011. Cheung is Mr. Stuart Leckie is chairman of Stirling Finance Limited and advises managing director of HP Hong Kong, Chan was general manager of active in serving the Hong Kong community through a variety of on investments and pensions in Asia. He is the author of Investment Technology Services, country manager for HP Outsourcing Services governmental appointments: she was a member of the SFC Advisory Funds in China and Pension Funds in China. He is the founding Hong Kong, and enterprise infrastructure practice manager. In 2003, Committee (2011-2013), a member of the Hong Kong Independent chairman of the Hong Kong Retirement Schemes Association, Chan was responsible for the development of HP’s IT consulting Commission Against Corruption’s Community Relations Advisory acts as an advisor, director or trustee to a number of funds and is a business in Shenzhen and the e-Security Center in Hong Kong. Committee, a Community Member of the Hong Kong Government member of the CFA Institute Advisory Council. Mr. Leckie has been These tasks gained significant visibility and momentum in Hong Central Policy Unit, a member of the Grantham Scholarships Fund based in Hong Kong since 1979. He has served as the chairman of Kong, as well as across the Asia-Pacific and Japan region. Committee, and a member of Hong Kong Agriculture and Fisheries Watson Wyatt (now Towers Watson) in Asia–Pacific and as chairman C Scholarships Fund Committee. Cheung is founding vice chairman of Fidelity Investments, Asia-Pacific. He has advised the Chinese In addition to Chan’s HP contributions, her passion for technology of the Golden Bauhinia Women Entrepreneur Association, honorary government on pension reforms and advised the Hong Kong M and customer value is evident in her personal pursuits. Chan has chairman of the Hong Kong Youth Association (Wanchai Chapter), government on the establishment of the mandatory provident served as vice chairman at the Hong Kong Association for Customer director of The Chiu Chow Chamber of Commerce, vice president of fund. He was a director of Exchange Fund Investment Limited which Y Service Excellence, a non-profit organization, as vice president and its Young Executive Committee, and founding vice president of its managed the Hong Kong Government’s Tracker Fund, the first ETF honorary treasurer of the Hong Kong Computer Society, and as a Women Subcommittee. in Asia. member of the Hong Kong SAR government’s Digital 21 Strategy CM Advisory Committee. 關大智李仕達從事關於亞洲地區投資及退休金等諮詢工作 , 著作包括《中 Beau Crawford MY 國的養老基金》及《中國的投資基金》等。他是香港退休計畫協 CRM Sales and Customer Services Management Consulting, Edith Chan 會首任會長 , 也是 CFA 協會諮詢委員會的成員。李自 1979 年來 Accenture CY Chief Executive, Hong Kong Securities and Investment Institute 客戶關係管理 – 銷售和客戶關係管理顧問，埃森哲居於香港。他曾任華信惠悅 ( 現更名為韜睿惠悅 ) 及富達基金亞 (HKSI) 太區主席。他為中國政府養老金改革及香港政府設立強積金提供 CMY Beau is an executive in Accenture’s Management Consulting CRM 諮詢意見。 Mrs. Chan joined the HKSI in 2012 from the Asia Society Hong Kong Global Domain specializing in sales and channel transformation. K Center where she was executive director and completed the former Beau has extensive experience in business solution strategy, analytics, explosive magazines adaptive re-use project, making the facility architecture, and delivering solutions for clients in the marketplace. Bruno Lee 李錦榮 available to the Hong Kong public for the first time since it was In his role, Beau is involved in driving asset development, thought Regional Head of Retail for Asia Pacific ex-Japan, Fidelity established in the mid-19th century. Prior to that, she held senior leadership and solutions to help clients realize their strategic sales Worldwide Investment management positions covering the Asia-Pacific region at Invesco, and customer service behaviors, sales performance needs and sales 富達國際投資個人投資業務總監 - 亞洲 ( 日本除外 ) Principal, and ABN AMRO Bank, giving her extensive experience effectiveness goals. Having spent more than 12 years of his career in asset management and administration in many jurisdictions. in this domain, Beau has actively led CRM definition, strategy and Edith is also an active member of the community. Currently, she is Located in Hong Kong, he has over 20 years of experience in the delivery for many client organizations across industries that include a council member of Lingnan University, trustees board chair of the asset management and wealth management business. He is capital markets, banking, insurance, telecommunications and high International Christian School and trustee of the Stanford Alumni responsible for the growth and profitability of the personal investing tech, as well as products and consumer goods clients. Beau has Association Board in California. Acknowledged for her expertise business, with key focus on existing business in Hong Kong and worked with organizations globally across North America, Europe in the investment field, she is a member of the Environment and Taiwan, and on assessing other potential market opportunities. and Asia Pacific. Beau enjoys spending time with his family (wife Conservation Fund Investment Committee, the Investment Sub- Bruno began his career at Fidelity Worldwide Investment in and two daughters), is an amateur triathlete and former collegiate Committee of City University and the Queen Elizabeth Foundation 1991, holding various posts in Hong Kong and Taiwan. He joined athlete having competed competitively against numerous Olympic for the Mentally Handicapped Council. Mrs. Chan qualified as a HSBC in 2006 as the regional head of wealth management Asia- athletes; and in his spare time he plays bass and guitar in a band. chartered accountant (ICAEW) with PriceWaterhouseCoopers Pacific, where he was responsible for the development and implementation of customer propositions and product strategies in London and holds a Bachelor of Science in Engineering 關大智是埃森哲管理諮詢的一位元全球客戶關係管理高級顧問， Management from Stanford University. for the deposit, investment and insurance distribution business. In 主要致力於銷售和管道轉型領域。大智在商業解決方案戰略，分 January 2012, he rejoined Fidelity Worldwide Investment. Bruno is 析學，系統結構，以及為客戶提供市場交付解決方案等方面有著 a member of the Executive Committee and the chairman of the Chan King Cheung 陳景祥豐富的經驗。他曾擔任的職位主要專注於推動資產發展，通過高 Unit Trust Subcommittee of the Hong Kong Investment Funds Deputy Publisher and Executive Director of Hong Kong 效領導力和提供解決方案來幫客戶實現銷售和客戶服務戰略，達 Association (HKIFA). He also represents the Association to serve as Economic Journal, President of EJ Digital 到銷售性能的需要和銷售效率目標。關大智在客戶關係管理顧問 a member of the IEC Advisory Committee of the Securities and 《信報》數碼媒體總裁及副社長，董事領域已有 12 年的相關經驗。他曾領導團隊為在資本市場，金融， Futures Commission (SFC). Bruno holds a Bachelors of Arts (Hons) in Economics from the University of Calgary in Canada and a Masters 保險，電信，高科技，產品，和消費品等各個行業的客戶提供客 Mr. Chan received his bachelor’s degree from the Chinese University of Science in Investment Management from the Hong Kong of Hong Kong (CUHK) in 1983. He also obtained his master’s degree 戶管理關係定義，戰略及系統交付的服務。大智曾在北美，歐洲， University of Science and Technology. in Communication (M. Phil) and Master of Business Administration 和亞太地區等全球範圍內的不同企業工作。大智很享受跟他家人 from the CUHK in 1993 and 2001, respectively. Mr. Chan has been an （妻子和兩位女兒）一起的時間，同時他是一位鐵人三項運動愛李錦榮現主要負責發展香港及台灣的現有個人投資業務，以及尋 active journalism educator. He taught a master's program at CUHK 好者，曾代表他的大學和奧運運動員同場競技。在業餘時間裡，找其他潛在市場的發展機會。他在資產與財富管理行業擁有超過 and was appointed as a member of the School of Communication 大智在他的樂隊中擔任貝司手和電吉他手。二十年的豐富經驗。李於 1991 年加入富達國際投資，曾在香港 Advisory Committee of the Hong Kong Baptist University in January 及臺灣任職不同崗位。他於 2006 年加入滙豐任亞太區財富管理 2008. He also served as an external examiner of Hong Kong Baptist 業務總監，主要負責為存款、投資與保險銷售業務制定與實施發 University’s School of Communication Studies some years ago. In 管胡金愛 Agnes Koon 展和產品銷售策略。李於 2012 年 1 月再次加入富達國際投資。 public service, Mr. Chan was appointed by the Chief Executive as a Chief Executive, KSY Specialty Ltd. 李是香港投資基金公會的行政委員會成員及投資基金委員會主 member of the Committee on Review of Public Service Broadcasting 鷹暉保險顧問有限公司總裁 in January 2006. In March 2010, he was appointed a member of 席。他亦代表該公會出任證券及期貨事務監察委員會（證監會） the Investor Education Advisory Committee and Products Advisory 的投資者教育中心諮詢委員會委員。李擁有加拿大卡爾加里大學 Mrs. Agnes Koon is chief executive of KSY Specialty Ltd. KSY, an Committee of the Securities and Futures Commission. In 2010, he 的文學榮譽學士學位以及香港科技大學投資管理專業的理學碩士 insurance broker on all lines of general and life insurances, focuses was also awarded the Bronze Bauhinia Star (BBS) by the Hong Kong on specie, medical, and p&c insurance. KSY is also a Lloyd’s cover 學位。 SAR Government. holder in specie & fine art. Mrs. Koon was the first lady chairman of the Hong Kong Federation of Insurers from 2008-2009. With over 35 years of insurance experience, she was previously with Jardines, HSBC and Falcon Insurance, where she was a founding member. 18 Awards Jurors The Best List 2013

Carrie Leung 梁嘉麗 Paul Robinson publishing and information company targeting ultra high-net worth Company of the Year 企業年度大獎 investors and family offices. Following a change in ownership of this Chairman of Alquity and Trustee of The One Foundation Chief Executive Officer, The Hong Kong Institute of Bankers business, Alexandra was for several years vice president – strategy at 香港銀行學會行政總裁 First Eastern Investment Group, an independent private investment Paul passionately believes in a business model where businesses group in Hong Kong. Since 2009, Alexandra has been non- interact more closely with society to create real beneficial change executive chairman of the Association for Sustainable & Responsible As the Chief Executive Officer of the Hong Kong Institute of by ensuring everyone gets sufficient support to be able to Investment in Asia, a membership organization for financial Bankers (HKIB), Ms. Leung is devoted to the continuous upgrading make a positive contribution to their economic well being. He institutions based in Hong Kong. She is also senior advisor to the Asia of competence and professional standards of local banking has always been an entrepreneur and spent the last 20 years Investor Group on Climate Change and an alternate private sector practitioners. Ms. Leung has over 20 years of experience in sales, building businesses, mainly within the financial services and funds observer to the United Nations Green Climate Fund. Alexandra service quality and training. She has assumed key positions in the management sector globally, whilst living in Asia for 10 years. is a member of the Listing Committee of the Hong Kong Stock banking and hospitality industries in Hong Kong, mainland China He founded and led funds management businesses since 1999 Exchange and an advisor to the Hong Kong University of Science and the US. Prior to joining HKIB, Ms. Leung was head, service building assets to CAD$0.5bn over five years. These businesses have & Technology’s Asian Family Business Research Centre. Alexandra quality and training of Standard Chartered Bank (Hong Kong) ranged from traditional fund management businesses to private speaks and writes regularly on sustainable finance issues, including Ltd. in which she acquired extensive experience in building and equity funds that have commercialized UK MOD research IP. In 2006, as a columnist in Investments & Pensions Asia magazine. She has an managing total quality excellence. Under her leadership, the bank Paul appointed a full time CEO to a funds business to allow himself Masters of Business Administration from Harvard Business School obtained several highly-regarded industry awards in training and to concentrate on building a new type of business with a “profit and MA degrees from Yale University and Cambridge University. service quality. In her personal capacity, Ms. Leung is a recipient for purpose” focus. He then focused his efforts on helping build of the Most Extraordinary Women in Finance Award 2009 from the One Foundation and Global Ethics into a world leading ethical Alexandra Boakes Tracy 是香港 Hoi Ping Ventures 總裁，她在可持續 BENCHMARK magazine. Meanwhile, Ms. Leung actively participates goods business. Global Ethics sells products, such as One Water that in the development of the Hong Kong Banking Qualifications donates 100% of the profits to funding ‘like for like’ projects in Africa; 發展方面提供投資研究及諮詢。她在亞洲工作接近二十年，大部 Framework (QF) to develop industry competency standards hence, One Water funds clean drinking water schemes. In 2010, 分時間在摩根士丹利、花旗銀行以及荷蘭銀行擔任資銀行家，為 for the local banking practitioners. She is the convener of the Paul launched the Alquity Africa Fund, a financial take on the ‘like 區域內發展中國家的主要能源及基礎設施項目提供建設、收購及 Publicity & Promotion Subcommittee of the Banking QF. Moreover, for like’ business model. Alquity has a new approach to investment 融資諮詢。在此之後，Alexandra 擔任第一東方投資集團的戰略副 she is extensively involved in the education and human capital management that aims to generate attractive returns for investors 總裁。自 2009 年起，Alexandra 擔任亞洲可持續發展投資協會副 development of the banking and financial industry of Hong Kong through a rigorous, sustainable investment process, whilst positively and is a member of various committees organized by different 總裁。她亦是亞洲投資集團氣候變化方面的高級顧問及香港科技 transforming the lives of people in the areas in which it invests 大學亞洲家族企業研究中心顧問。她經常發表演講及撰寫可持續 government departments and public organizations. In particular, through the support of microfinance projects. she was appointed as a council member of the Hong Kong Council 發展方面的專欄。她擁有哈佛商學院的工商管理碩士學位，耶魯 for Accreditation of Academic and Vocational Qualifications 大學和劍橋大學的碩士學位。 (HKCAAVQ). She is also a member of the Finance Accreditation John Spence 施培瀚 Agency Technical Committee, Malaysia. Managing Director, Asian Capital Advisors Arnold Yeung 楊學超梁嘉麗女士擁有超過 20 年的銷售、服務品質及培訓管理工作經 John Spence is the managing director of Asian Capital Advisors, a Founder, Chairman and CEO, AMG FINANCIAL GROUP 驗。她曾於香港、內地及美國的銀行業與服務業擔任要職，其中 boutique strategic advisory firm focused on cross-border insurance, 安柏環球金融集團創辦人及主席兼行政總裁包括香港渣打銀行服務品質管理及培訓部主管。梁獲《指標》雜 wealth management transactions and partnerships in Asia. Prior 誌評選為 2009 年金融業最傑出女性。梁積極參與銀行及金融業 to Asian Capital Advisors, John was responsible for leading Keefe, Arnold Yeung is the founder, chairman and CEO of AMG Financial 的人材培訓工作，擔任不同政府部門及公共機構委員會的委員， Bruyette and Wood’s M&A Advisory practice focused on insurance Group, which provides a comprehensive range of financial services 當中包括香港學術及職業資歷評審局大會成員。 and wealth management transactions in Asia. At Macquarie Funds to its clients. The group includes AMG Wealth Management Limited, Group, John led M&A and joint venture activities in Asia. At Manulife AMG Global Investment Limited, AMG Consultancy International Financial, John was responsible for regional development, including Limited, AMG Consultancy (Beijing) Limited, AMG Realty Limited Rebecca Neufeld retail wealth management initiatives across Asia. Prior to Asia, and Richland Immigration Consultants Limited. Prior to founding Director, RNeufeld Consulting John worked for Manulife Financial in Canada and in Australia, as the group, Arnold served Credit Suisse Privilege as senior adviser general manager of Premium Financial Services at National Australia and a Hong Kong listed company (asset management division) Standard Chartered Bank (Hong Kong) Limited Rebecca Neufeld is a strategic marketing and business Bank and general manager of Hillross Financial Planning at AMP as associate director. In 2009, with an aim to foster more financial won Company of the Year - Retail Bank transformation professional helping companies build their Society. John also served on the National Board of the Financial talents in Hong Kong, Arnold established the AMG Financial Group marketing capabilities and transform them into customer-centric Planning Association of Australia. John holds a Masters of Business Scholarship with Hong Kong Polytechnic University. In 2012, the City University of Hong Kong also participated in the program, and organizations. She brings with her a track record of innovative Administration from Australian Graduate School of Management 渣打銀行（香港）有限公司獲得零售銀行企業年 customer initiatives with significant measureable return on and a Bachelor of Economics from Sydney University. He is a it is expected that more universities will benefit in the future. Being investment. Her work over the past 25 years in Asia-Pacific has Chartered Accountant, Chartered Secretary and Certified Financial in the industry since 1997, Arnold is vice-president of the Society 度大獎。 been with Fortune 100 companies in various regional marketing Planner. of International Registered Financial Practitioner and is also one of roles in the financial services, FMCG, technology, hospitality, energy the pioneer qualifiers in achieving the professional title of Chartered Financial Planner (First Level) presented by the Ministry of Labour and advertising industries. Her expertise includes development 盧德隆 of strategy, market research, brand and communications, ROI- Roger Steel and Social Security, PRC. driven through-the-line marketing, customer management and President, New Markets and Business Development, Asia Sun Life 楊先生為安柏環球金融集團之創辦人及主席兼行政總裁，其集團 analytics, digital marketing, business transformation and change 永明金融亞洲新興市場和業務發展總裁 management. She is of the strong belief that financial services 成員包括安柏環球財富管理有限公司、安柏環球投資顧問有限公 marketing has to be solidly grounded on a strategic framework, Roger was appointed President, New Markets and Business 司、安柏國際顧問有限公司、北京安柏盛諮詢服務有限公司、安 practiced as both a science and an art, enabled by the best Development, Asia in April 2013. In this role, he is responsible for 柏環球物業顧問有限公司及富域移民顧問有限公司等，致力為客 technology and recognized as a key driver of innovation and Sun Life Financial Asia’s business extensions, brand and leverage. 戶提供優質及全面的金融理財服務。在創立安柏環球金融集團 growth within an organization. She thinks organizations can also This includes extension into new countries and markets, as well as 前，楊曾先後出任瑞士信貸尊貴理財之高級顧問及香港上市金融 benefit by adopting best practices from other industries and the strategic leveraging of distribution strength across the region. 集團之資產管理部門聯席董事。為扶植更多金融服務業界人才， upgrading the caliber of practitioners with relevant expertise. Roger has been with Sun Life since 2008 and has over 30 years of 楊於 2009 年及 2012 年分別為香港理工大學及香港城市大學設 Rebecca teaches business transformation in the Masters of Business industry experience, including 18 years in Asia where he has worked 立「安柏環球金融集團獎學金」，亦預期更多大學將會受惠於此 Administration program at the Chinese University of Hong Kong extensively in Hong Kong, Taiwan and Korea. Before assuming his 獎學金。楊自 1997 年投身金融服務業界，除了出任國際金融財 and is an active volunteer in non-profit work. current role at the regional office, Roger was the CEO of Sun Life Hong Kong. Under his watch, Sun Life Hong Kong’s MPF business 務策劃師學會副會長外，亦為首批榮獲中華人民共和國勞動和社 rose to one of the fastest growing MPF providers in the market and 會保障部頒受高級理財規劃師國家職業資格 ( 一級 ) 之專業人士 Elsa Pau both the IFA and agency channel have continued to strengthen. 之一。 Publisher and CEO, WealthAsia Group He is an associate of the Australian Insurance Institute and holds WealthAsia Group 出版人及行政總裁 a Masters of Business Administration degree from Macquarie Raphael Young University, Australia. Managing Principal, Global Financial Services Transformation Elsa is the publisher and CEO of WealthAsia Group. She is a Office, SAP publisher, conference organizer and social entrepreneur whose 盧德隆於 2013 年 4 月獲委任為亞洲新興市場和業務發展總裁。 interest is to innovate and drive interesting propositions that benefit 透過開拓業務至新的國家和市塲及有策略地利用及提升集團在亞 Raphael P. Young is based in Singapore and works globally to real change for the community. Elsa is a finance industry veteran, 洲的營銷實力 , 他主要負責擴展永明金融亞洲的業務和品牌。盧 define and execute projects that will safeguard the execution editor-in-chief of BENCHMARK magazine and senior partner at 德隆於 2008 年加盟永明金融，擁有超過 30 年相關經驗，包括 and over-performance of SAP’s business plan in banking, Estate Solutions Group, an estate planning consultancy for high-net 18 年駐任於亞洲，廣及香港、台灣和韓國等地。就任現職前，盧 insurance, capital markets and wealth management, ensuring worth individuals. Prior to setting up WealthAsia, she was managing at the same time a strong pipeline of business and a robust director at Tai Fook Wealth Management and group head at Allen 德隆是香港永明金融的行政總裁。在他的帶領下，香港永明金融 business model into the future. He was previously leading SAP’s MassMutual Asia Ltd. Perkins Financial. Elsa is a popular conference moderator, business 的強積金業務蒸蒸日上，更成為增長最快的強積金供應商，而獨 business transformation services for the Asia-Pacific Japan region consultant, trainer and coach in the finance industry. She was once 立理財顧問和永明理財顧問營銷渠道均持續加強。他擁有澳洲麥 in financial services. Prior to SAP, Raphael was a management won Company of the Year - Insurance named by AsiaWeek as one of Asia’s Most Influential Women. 克萊大學工商管理碩士學位，並為澳洲保險學會會員。 consultant specializing in strategy and operations for financial services in a number of consulting companies, including Elsa Pau 是一名出版人、會議策劃者及社會企業家，致力於透過 PriceWaterhouseCoopers, Accenture and Ernst & Young. He has 美國萬通保險亞洲有限公司獲得保險創新與創意為地區作出真正改變。Pau 是金融界專家，亦是《指 Alexandra Boakes Tracy managed a number of large scale transformation programs for various clients, including AIG, Allianz, Bank of China, CITIC Bank, 企業年度大獎。標》雜誌總編輯及 Estate Solutions Group 高級合夥人，該遺產策 Chairman, ASrIA 亞洲可持續發展投資協會主席 HSBC, New China Life, Prudential and Standard Chartered Bank. 劃諮詢機構為高凈值人士提供意見。在成立 WealthAsia 之前，她 He regularly contributes thought leadership insight at industry 擔任太福財富管理董事總經理及 Allen Perkins Financial 集團主管。 Alexandra Boakes Tracy is president of Hoi Ping Ventures in Hong conferences and publications and is passionate in helping the Pau 是金融界積極的會議主持人，商業顧問，培訓師。她曾被亞 Kong, which she established to provide research and consulting world run better with better systems and processes with a focus on financial services. Raphael holds a Master of Business 洲週刊評為「亞洲最具影響力女性」。 on investment and sustainability issues. Based in Asia for over 20 Administration from the Kellogg-HKUST Executive MBA Program years, Alexandra was, for much of that time, an investment banker and a Bachelor of Arts (Honours) Degree in Accounting from with Morgan Stanley, Citibank and ABN Amro Bank, advising the UK. He is a committee member of the British Chamber of on construction, acquisition and financing of major energy and Commerce Singapore’s Financial Services Group. He was co- infrastructure projects. She then ran a number of start-up businesses president of the Kellogg Alumni Club of Singapore and currently in Hong Kong and Singapore, including the Asian operations of a sits on its advisory board. 20 Awards Champions of Wealth Management The Best List 2013

Champions of BENCHMARK Wealth Management Awards 2013 2013《指標》財富管理大獎獲獎名單

CATEGORY AWARD WINNER 類別《指標》獎項獲獎名單 CATEGORY AWARD WINNER 類別《指標》獎項獲獎名單

CAPABILITY AWARDS - CUSTOMER EXPERIENCE 卓越實力大獎 - 客戶體驗 CAPABILITY AWARDS - USE OF TECHNOLOGY 卓越實力大獎 - 科技應用 Customer Commitment - Independent 客戶承諾（獨立顧問） Digital Marketing Deployment - Retail Bank 數碼市場部署（零售銀行） Outstanding Achiever AMG Financial Group Limited 傑出表現獎安柏環球金融集團 Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Customer Commitment - Insurance 客戶承諾（保險） Online Usability - Independent 網上功能（獨立顧問） Best-in-Class FWD Life Insurance Company (Bermuda) Limited 最佳表現獎富衛人壽保險 ( 百慕達 ) 有限公司 Best-in-Class Fundsupermart.com 最佳表現獎 Fundsupermart.com Customer Commitment - Retail Bank 客戶承諾（零售銀行） Online Usability - Insurance 網上功能（保險） Best-in-Class Citibank 最佳表現獎花旗銀行 Best-in-Class Prudential Hong Kong Limited 最佳表現獎保誠保險有限公司 Outstanding Achiever Standard Chartered Bank (Hong Kong) Limited 傑出表現獎渣打銀行 ( 香港 ) 有限公司 Outstanding Achiever Blue Cross (Asia-Pacific) Insurance Limited 傑出表現獎藍十字 ( 亞太 ) 保險有限公司 Outstanding Achiever The Bank of East Asia 傑出表現獎東亞銀行 Online Usability - Retail Bank 網上功能（零售銀行） Customer Insight - Insurance 客戶知情度（保險） Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Best-in-Class Sun Life Hong Kong Limited 最佳表現獎香港永明金融有限公司 PRODUCT AWARDS 金融產品大獎 Customer Insight - Retail Bank 客戶知情度（零售銀行） Critical Illness - Insurance 危疾保險產品（保險） Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Best-in-Class MassMutual Asia Ltd. 最佳表現獎美國萬通保險亞洲有限公司 Customer Loyalty & Retention - Insurance 客戶忠誠與保留度（保險） Outstanding Achiever ACE Life Insurance Company Ltd. 傑出表現獎安達人壽保險有限公司 Best-in-Class Prudential Hong Kong Limited 最佳表現獎保誠保險有限公司 Outstanding Achiever AIA International Limited 傑出表現獎友邦保險 ( 國際 ) 有限公司 Customer Loyalty & Retention - Retail Bank 客戶忠誠與保留度（零售銀行） Health Care Product - Insurance 醫療保險產品（保險） Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Best-in-Class Blue Cross (Asia-Pacific) Insurance Limited 最佳表現獎藍十字 ( 亞太 ) 保險有限公司 CAPABILITY AWARDS - GOOD GOVERNANCE 卓越實力大獎 - 企業管治 Outstanding Achiever AIA International Limited 傑出表現獎友邦保險 ( 國際 ) 有限公司 Corporate Citizenship - Insurance 企業公民（保險） Investment Platform - Independent 投資平台（獨立顧問） Outstanding Achiever Sun Life Hong Kong Limited 傑出表現獎香港永明金融有限公司 Best-in-Class FIL Investment Management (HK) Limited – Fidelity Wealth 最佳表現獎富達基金（香港）有限公司 - 富達智富理財 Corporate Citizenship - Retail Bank 企業公民（零售銀行） Outstanding Achiever iFAST Financial (HK) Limited 傑出表現獎奕豐金融 ( 香港 ) 有限公司 Outstanding Achiever Citibank 傑出表現獎花旗集團 Investment Platform - Insurance 投資平台（保險） Employee Engagement - Insurance 員工投入度（保險） Best-in-Class Standard Life (Asia) Limited 最佳表現獎標準人壽 Best-in-Class FWD Life Insurance Company (Bermuda) Limited 最佳表現獎富衛人壽保險 ( 百慕達 ) 有限公司 Outstanding Achiever Friends Provident International Limited 傑出表現獎英國友誠國際有限公司 Employee Engagement - Retail Bank 員工投入度（零售銀行） Investment Platform - Retail Bank 投資平台（零售銀行） Best-in-Class Citibank 最佳表現獎花旗集團 Best-in-Class Standard Life (Asia) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Investor Education - Retail Bank 投資者教育（零售銀行） Outstanding Achiever Citibank 傑出表現獎花旗銀行 Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Retirement Product 退休產品 Training & Development - Insurance 培訓與發展（保險） Best-in-Class MassMutual Asia Ltd. 最佳表現獎美國萬通保險亞洲有限公司 Outstanding Achiever Prudential Hong Kong Limited 傑出表現獎保誠保險有限公司 Outstanding Achiever ACE Life Insurance Company Ltd. 傑出表現獎安達人壽保險有限公司 Training & Development - Retail Bank 培訓與發展（零售銀行） SPECIAL AWARD - SOCIAL MEDIA ENGAGEMENT 特別獎項 - 社交媒體聯繫 Outstanding Achiever Standard Chartered Bank (Hong Kong) Limited 傑出表現獎渣打銀行 ( 香港 ) 有限公司 Social Media Engagement Award - Insurance 社交媒體聯繫獎（保險） CAPABILITY AWARDS - MARKETING EFFECTIVENESS 卓越實力大獎 - 市場推廣 Best-in-Class Ageas Insurance Company (Asia) Limited 最佳表現獎富通保險 ( 亞洲 ) 有限公司 Brand of the Year - Insurance 品牌年獎（保險） Outstanding Achiever AIA International Limited 傑出表現獎友邦保險 ( 國際 ) 有限公司 Best-in-Class AIA International Limited 最佳表現獎友邦保險 ( 國際 ) 有限公司 Outstanding Achiever FWD Life Insurance Company (Bermuda) Limited 傑出表現獎富衛人壽保險 ( 百慕達 ) 有限公司 Brand of the Year - Retail Bank 品牌年獎（零售銀行） COMPANY OF THE YEAR AWARDS 企業年度大獎 Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Company of the Year - Insurance MassMutual Asia Ltd. 企業年度大獎（保險） Outstanding Achiever Citibank 傑出表現獎花旗銀行美國萬通保險亞洲有限公司 Campaign of the Year - Insurance 宣傳推廣年獎（保險） Company of the Year - Retail Bank Standard Chartered Bank (Hong Kong) Limited 企業年度大獎（零售銀行） Best-in-Class Ageas Insurance Company (Asia) Limited 最佳表現獎富通保險 ( 亞洲 ) 有限公司渣打銀行 ( 香港 ) 有限公司 Outstanding Achiever Sun Life Hong Kong Limited 傑出表現獎永明金融有限公司 HALL OF FAME 《指標》名人堂 Campaign of the Year - Retail Bank 宣傳推廣年獎（零售銀行） Personality of the Year Stuart Fraser 年度個性人物司徒富瑞 Best-in-Class Citibank 最佳表現獎花旗銀行 Ageas Insurance Company (Asia) Limited 富通保險 ( 亞洲 ) 有限公司 Outstanding Achiever Standard Chartered Bank (Hong Kong) Limited 傑出表現獎渣打銀行 ( 香港 ) 有限公司 CEO of the Year - Banking Weber Lo 年度行政總裁（銀行）盧韋柏 Product & Service Innovation - Insurance 產品及服務創新（保險） Citi Hong Kong & Macau 花旗集團香港及澳門區 Best-in-Class Blue Cross (Asia-Pacific) Insurance Limited 最佳表現獎藍十字 ( 亞太 ) 保險有限公司 CEO of the Year - Insurance Chung-foo Choy 年度行政總裁（保險）蔡中虎 Outstanding Achiever MassMutual Asia Ltd. 傑出表現獎美國萬通保險亞洲有限公司 BOC Group Life Assurance 中銀集團人壽保險有限公司 Product & Service Innovation - Retail Bank 產品及服務創新（零售銀行） Best-in-Class Standard Chartered Bank (Hong Kong) Limited 最佳表現獎渣打銀行 ( 香港 ) 有限公司 Outstanding Achiever Citibank 傑出表現獎花旗銀行 22 Awards Hall of Fame The Best List 2013

Hall of Fame 《指標》名人堂 CEO of the Year ﹣ Banking CEO of the Year ﹣ Insurance Personality of the Year 年度行政總裁（銀行）年度行政總裁（保險）年度個性人物

Weber Lo makes no secret that his motto for CF Choy, Chief Executive of Bank of China Stuart Fraser, Chief Executive Officer of Ageas success is taking chances. He took a leap of faith Group Life Assurance, is an industry veteran in Hong Kong, is responsible for re-organizing in his career 13 years ago entering the banking whose peers have no shortage of good things the company to perform at the highest sector and now, in his role as Country Business to say about him. Since 1982, Choy has been international standards. One of Fraser’s initiatives Manager and Chief Executive Officer of Citi working on bancassurance models; hence, only that made the most significant difference Hong Kong and Macau, he has just won the four short years after he joined Bank of China in the company was his focus on building prestigious award of CEO of the Year - Banking. “I Life, he succeeded at formulating an integrated professional development programs. In line believe that I have always taken risks on people,” bancassurance model that leveraged on the with the company’s mission to invest in quality he said. This value is an integrated part of his bank’s extensive network and transformed the people, the Ageas Academy was developed as management style which encompasses the company from a small player to a market leader. a mechanism for training professionals across three “Es”: envisioning, enabling and energizing More recently, he is capitalizing on the potential the organization on a number of topics. Other to empower staff to excel in their own roles of the internationalization of the RMB and has programs included the Ageas Leadership and take on greater challenges for growth. led the bank towards launching the market’s first Program for senior management, the Leaders Lo also began the “One Citi” concept which RMB insurance product. Choy contributes these Excellence and Development Program for promotes the achievement of common goals. accomplishments to the stellar work of his team assistant vice-presidents and the Management To further promote collaboration, Lo introduced and his colleagues describe him as a leader who Associate Program for young graduates. the quarterly Citi Country Officer (CCO) One “recognizes his staff”. True to form, Choy was Despite the various levels of training, Fraser has Citi Award. He also hosted the first ever cross- self-effacing in his award acceptance speech, made it a point to increase cross-functional business kick-off event for middle management publicly recognizing the amazing work of his communication by breaking down traditional to discuss business directions, opportunities team. Choy’s work outside the bank is equally “silo” management. His wholehearted dedication and collaboration. Despite Lo’s outstanding impressive. He is a member of the 2013 Steering to making Ageas a great place to work, as well as achievements, he is adamant that his team must Committee of the Pacific Insurance Conference. a reputable insurance agency has garnered him be recognized for their successes. “I have always He also serves as an Advisory Council Member a high level of admiration from his colleagues. said that this is not about me. It's the team’s of the Institute of Financial Planners of Hong Because of his expertise, he clearly gives award. They truly have done a great job in the Kong (IFPHK). direction and doesn’t pass the buck around,” last few years,” he said. said John Thompson, Chief Operating Officer of 蔡中虎是中銀集團人壽保險有限公司執行總裁。 Ageas in Hong Kong. 抓緊契機——這就是盧韋柏的成功格言。他蔡中虎是名副其實的業界精英，他的同事對他十三年前在職業生涯上以優秀表現突圍而出進都讚不絕口。自 1982 年，蔡一直專注於銀行保司徒富瑞是富通保險 ( 亞洲 ) 有限公司行政總身銀行業，現以花旗集團香港及澳門區行長一險業務，並在加入中銀集團人壽保險的短短四裁，他是將公司成功拓展為國際級保險企業的職榮獲 2013《指標》名人堂年度行政總裁（銀年便能夠以中銀的龐大網絡為基礎，為公司發領軍人物。他為公司帶來的其中一項重要改革，行）。他表示：「工作上，我總是大膽用人。」展出一套綜合銀行保險商業模式，令公司躍升便是人才方面的培訓。公司以培訓優秀人才為這是他的管理風格不可或缺的部分，其管理哲成為市場的領導者。最近，他亦把握人民幣國目標，成立了富通學院，為公司的理財顧問及學可以用三「E」概括之：構想，實現和激勵際化的機遇，帶領銀行推出市場首個人民幣保專業人員提供持續學習的機會。此外，公司亦 (Envisioning, Enabling 和 Energizing)，讓下屬盡險產品。蔡將這些成就歸功於團隊的出色工作，推行專為高級行政人員而設的領袖計劃，為具其所長，接受更大的挑戰而成長。同時，盧推他的同事也描述他是一名「體恤員工」的領導潛質的員工所設的未來領袖培訓計劃，以及適動「One Citi」理念，目的是將銀行上下團結起者。蔡在獲獎感言中真誠謙虛，公開嘉許他團合年輕大學畢業生的管理培訓計劃。這些人才來，朝共同目標邁進。為進一步促進部門間的隊的優異工作。他在公司之外同樣表現卓越。方面的投資為公司帶來了卓越成果。儘管培訓協同合作，盧推出了 City Country Officer(COO) 他是 2013 年太平洋保險會議督導委員會的委員層次繁多，他行之有道，打破老舊的傳統「筒 One Citi 的季度獎項，並透過該獎項表揚作出特及香港財務策劃師學會（IFPHK）的顧問委員會倉」管理 (silo management)，增強了跨部門溝殊貢獻的團隊。此外，他還主持了有史以來的成員。通。他全心全意為公司創造一個理想的工作環第一個跨部門活動開幕典禮，讓中層管理人員境，令富通保險成為香港優秀的保險公司。員探討業務方向、發展機會和合作計劃。他強調，工都對他敬重有加，就如首席營運總監 John 他的成就歸功於其團隊。「我常說，這不是我 Thompson 表示：「他給予團隊清晰的方向及的獎項，而是整個團隊的榮耀。他們在過去數充足的支援，故我特別敬佩他。」年的工作成績斐然，大家有目共睹。」 24 Awards Ceremony Snapshot The Best List 2013

Congratulations to the champions of the prestigious BENCHMARK Wealth Management Awards 2013!

祝賀《指標》2013 財富管理大獎獲獎企業！

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1. K P Tay, Managing Director & Chief Executive Officer, Mass Mutual Asia Ltd. 14. Stephen Man, General Manager, Branch Banking, Standard 2. Roy Halliday, Chief Executive, Hong Kong, Standard Life (Asia) Limited Chartered Bank (Hong Kong) Limited 3. Eddy Wong, General Manager, Fundsupermart.com 15. Joseph Lee, General Manager, Sales & Distribution, Blue Cross 4. David Wong, CEO of FWD Hong Kong & Macau & Executive Vice (Asia-Pacific) Insurance Limited President of the Greater China Region, FWD Life Insurance Company 16. Amy Moy, Director of Client Experience, Citibank Global Consumer (Bermuda) Limited Banking, Citibank 5. Vivian Choi, SVP – Individual Life Business, Sun Life Hong Kong Limited 17. Maggie Ng, Head of Cards and Unsecured Lending, Citibank 6. Bruno Kam Wing Lee, Regional Head of Retail, Asia ex Japan, FIL 18. Wim Hekstra, Chief Executive Officer, Sun Life Hong Kong Limited Investment Management (HK) Limited - Fidelity Wealth 19. Karen Lee, Head of Learning and Consumer Banking Academy, 7. Theodore Mak, General Manager, Digital Banking, Standard Chartered Standard Chartered Bank (Hong Kong) Limited Bank (Hong Kong) Limited 20. Claudia Hodges, Director, Agency Training, Prudential Hong Kong 8. Sam Lim, Senior Director of Customer, Prudential Hong Kong Limited Limited 21. Arnold Yeung, Chairman and Chief Executive Officer, AMG 9. Beatrice Tam, Country Human Resources Officer, Citibank Financial Group Limited 10. Vicky Kong, Head of Wealth Management and Priority and International 22. Priscilla Ng, Country Marketing Director, Citibank Banking, Hong Kong & Greater China, Standard Chartered Bank (Hong 23. Ally Ho, AVP, Branding & Communications, Sun Life Hong Kong Kong) Limited Limited 11. Anson Kwok, Head of Commercial Bank, Citibank 24. Brenda Lee, Assistant Vice President, Branding, Marketing & 12. Benjamin Chiu, Senior Director, Digital & Channel Marketing, Prudential Communication, Ageas Insurance Company (Asia) Limited Hong Kong Limited 25. Joe Cheng, General Manager, Agency Distribution, AIA 13. Gloria Chiu, Head of Brand and Communications, AIA International International Limited Limited 26 Company of the Year Standard Chartered 渣打 The Best List 2013

Charting the Right Course

Standard Chartered, winner of the Company of the Year Award - Retail Bank, it and how it addresses investors’ needs. principles and the key features of popular Company of the Year - Retail We assign a suitable benchmark to the investment products. Kong said, “The Bank fund and highlight any structural biases popularity of smartphones in recent years 零售銀行企業年度大獎 talks to BENCHMARK about serving customers in the digital age. the fund has versus the benchmark.” The has seen booming demand for online Capability Awards 卓越實力大獎 By Nicky Burridge group also carries out in-depth interviews market information and this trend was with fund managers to understand their reflected in the heavy traffic received by Customer Experience investment philosophy and process, as well Standard Chartered Finance Online.” 客戶體驗 as to gauge the character and competency Customer Insight of key staff. “We look at the current Digital banking Best-in-Class composition of the portfolio and highlight 客戶知情度 - 最佳表現獎 But the group has not stopped there. Kong the style tilts and major positions,” Kong said, “While we are happy with the new Customer Loyalty & Retention said. channel, the importance of the traditional Best-in-Class 客戶忠誠與保留度 - 最佳表現獎 channel is always on our mind, and Finally, the team looks at how a fund has Standard Chartered has invested heavily in Customer Commitment performed in various market conditions renovating branches.” Outstanding Achiever and the reasons behind this performance. 客戶承諾 - 傑出表現獎 This renovation program includes its Good Governance Consumer education innovative new digital flagship branch, 企業管治 But as well as selecting market-leading while the group is also committed Investor Education products on their behalf, Standard to digitizing its banking services for Best-in-Class Chartered also aims to empower its customers. 投資者教育 - 最佳表現獎 customers to make informed financial Training & Development decisions themselves. Kong said, “To deliver Its Breeze application aims to provide a Outstanding Achiever 培訓與發展 - 傑出表現獎 Standard Chartered’s brand promise of one-stop mobile banking solution for being ‘Here for good’, we aim to empower customers. The group also holds weekly Marketing Effectiveness our customers and the community, “digi huddles” to emphasize to staff the 市場推廣 not only with the basic foundation of importance of its digital services, while Brand of the Year financial literacy, but also to provide the its Digital Week bulletin incorporates Best-in-Class key building blocks to help develop their seminars from external speakers, executive 品牌年獎 ﹣ 最佳表現獎 Vicky Kong, Head of Wealth Management and Priority & International Banking, Hong Kong and Greater China wealth.” committee messages, a gadget flea market Product & Service Innovation and games exploring its digital banking Best-in-Class As a result, it launched its Wealth services. Kong said, “We do not want to 產品及服務創新 ﹣ 最佳表現獎 Standard Chartered took home a clearer than in the emphasis it places on Management Education Series to share make digital banking our best kept secret.” Compaign of the Year clutch of titles at the BENCHMARK identifying the best investment funds for some of its key investing principles Outstanding Achiever Wealth Management Awards, winning its customers. through a series of booklets on investment Meanwhile, the group remains committed 宣傳推廣年獎 ﹣ 傑出表現獎 awards ranging from best-in-class for its funds, bonds and premium deposits. to its physical presence in Hong Kong, Use of Technology investment platform, to Brand of the Year It has a dedicated fund selection team, “Wealth management is an important part and leased the whole of The Forum at 科技應用 in the banking category, as well as the which carries out a "deep-dive review", of everyone’s financial planning journey. Exchange Square. It is investing HK$1 Digital Marketing Deployment much coveted Company of the Year – on every fund it considers, assessing Good money management is a critical life billion into making the building its wealth Best-in-Class Banking. the fund’s merit against five core areas: skill that empowers at every level,” Kong management centre. 數碼市場部署 ﹣ 最佳表現獎 product, people, process, portfolio and said. Online Usability The group’s success is not hard to performance. The new office, which will house both Best-in-Class understand, with it focusing on everything During 2012, the group invested heavily the private banking business and a retail 網上功能 ﹣ 最佳表現獎 from revamping its branch network to Vicky Kong, Head of Wealth Management in investor education by rolling out a branch, will strengthen the bank’s network Product Awards 金融產品大獎 developing digital banking channels and and Priority and International Banking, designated webpage Standard Chartered to serve high value segments. Kong said, setting out clear career paths for its staff. Investment Platform Hong Kong and Greater China at Standard Finance Online. The page includes weekly “Hong Kong is an international financial Best-in-Class Chartered Bank (Hong Kong) Limited, market commentary videos, media center, serving as a gateway between 投資平台 - 最佳表現獎 Fund selection explained, “We seek to understand the contributions and real-time market data. China, the Asian region and the rest of But nowhere is its attention to detail fund’s history, how the market perceives There is also a section on basic investment the world. Our investment in this building 28 Company of the Year Standard Chartered 渣打 The Best List 2013

In an industry as commoditized as financial services, differentiation is the key to success. 指明方向 demonstrates our confidence in the meet this pledge, it makes a donation to continued growth and prosperity of the the charity Seeing is Believing. region.” 「企業年度大獎（零售銀行）」得主渣打銀行向 Other time-based commitments include Staff development offering one-day preliminary mortgage 《指標》雜誌介紹銀行如何在數碼年代中為客戶服務。 Standard Chartered puts great emphasis assessments, one-hour loan disbursement on staff engagement and development, and a 48-hour SME installment loan. Kong Nicky Burridge 報道 and has adopted a transparent career said, “We listened to customers’ feedback progression mechanism, which has led to and turned it into actions. We understand a drop in staff attrition from both sales and time is very important to customers and non-sales departments. we aim to minimize customers’ time in conducting their banking transactions.” The group also holds career workshops and talent development initiatives, as well as organizing fun days to celebrate success, Unsurprisingly, the group’s brand is very and getting regular staff feedback. important to it. Kong said, “One of our strategic imperatives is to reinforce the Standard Chartered has also developed brand because it is a proven fact that a customer charter to ensure staff companies with strong brands are able to throughout the bank are customer- deliver higher shareholder value. We want focused. Kong said, “We needed to to be a strong brand and a strong bank.” develop a customer charter to turn our customer-focused vision into actions Standard Chartered has a three-pronged by getting everyone in the bank to take approach to promoting its brand, part and change the bank’s culture from advertising it through owned media, thinking about customers to thinking like such as its websites, paid media, such customers.” It launched its 360° Rewards Program, which aims to reward existing, as advertising networks, and earned rather than just new customers, by media, such as the group’s Facebook giving them bonus points for their bank page, Youtube and Twitter. It won an balances, mortgages, loans, investment Outstanding Achiever - Campaign of the and insurance products and credit Year award for its Asia Miles campaign, 江碧彤，財富管理及優先理財國際銀行香港及大中華區主管 card spending. The points can then be which led to a doubling in the number 在《指標》財富管理大獎頒獎晚宴上，渣三個核心領域的總體表現：包括了基金表 redeemed at around 200 outlets. of new customers it acquired during the 打銀行 ( 香港 ) 有限公司 (「渣打」) 獲取現、團隊人材及投資程序。 campaign, compared with the same period 了一系列的獎項，當中包括「投資平台（零 The group also carries out an Annual the previous year. 售銀行）最佳表現獎」、「品牌年獎（零渣打財富管理及優先理財國際銀行香港及 Relationship Survey among its consumer 售銀行）最佳表現獎」以及炙手可熱的「企 banking and SME banking customers, 大中華區主管江碧彤解釋說：「我們設法 Meanwhile, its brand promise remains monitoring customer satisfaction, loyalty, 業年度大獎（零售銀行）」。了解基金的歷史、市場對其的認知以及它 unchanged. Kong said, “‘Here for good’ and so-called Net Promoter Scores for 如何滿足投資者的需求。」。該團隊還會 various sectors, products, and channels. is a new brand promise launched in 渣打團隊的成功並非偶然，這與銀行着眼對基金經理進行深入的採訪，以了解他們 2010, but it is one of our oldest beliefs. 於從改善其分行網絡，到發展數碼銀行渠的投資理念和流程，並衡量關鍵人員的能 Building the brand As the bank continues to grow, both 道，並為其員工制定了清晰的的事業發展力。江說：「我們審視目前投資組合的各 financially and in terms of the number 路向有着密不可分的關係。 Time is a consistent theme throughout 個組成部分，突出的風格傾向以及主力持 of staff, customers and clients, it is vital Standard Chartered’s brand promises. The 有的倉位」。 that we remain aligned, around this group has introduced an eight-minute 基金選擇 service pledge, under which customers central belief. This is how we preserve 渣打將注意力集中於幫助客戶尋找各範疇最後，團隊着眼於基金在不同市場狀況下 should not have to wait for more than our culture and differentiate ourselves 內的優質投資產品 , 例如投資基金。的業績以及業績背後的原因。 eight minutes from the second they enter from our competitors. In an industry the branch, to the time they are served at as commoditized as financial services, 渣打有一支專業的基金分析團隊，專責進 the counter. If Standard Chartered fails to differentiation is the key to success.” 行基金盡職審查及篩選工作，評估基金在 30 Company of the Year Standard Chartered 渣打 The Best List 2013

在金融服務業這種高度商品化的行業中，與眾不同是成功的關鍵。

為中心的願景轉化為行動。透過將『為客富管理年獎「宣傳推廣年獎（零售銀行）戶考慮』變成『從客戶角度出發』，從而傑出表現獎」，以嘉許廣告活動贏得與上轉變公司的文化」。銀行推出了優先理財年同期相比倍增的新客戶數量。「360°全面賞」獎勵計劃，對客戶在銀行的存款、按揭、貸款、投資、保險產品同時，其品牌承諾保持不變。江說：「『一及信用卡消費獲取積分獎賞，憑積分可自心做好，始終如一』是我們的品牌承諾。由選擇換取飛行里數、特選禮品或現金。隨著銀行不斷壯大，能夠保持一致及秉持這個中心信念就顯得更為重要。這解釋了集團還在其銀行客戶以及中小企業銀行客我們如何保存自己的企業文化，以及在競戶中進行了一項年度客戶關係調查，針對爭對手中脫穎而出。」客戶教育應用程式「Breeze」旨在為客戶提供一站各行業、產品和渠道，來監控客戶滿意度、式的流動銀行解決方案。渣打亦每週召開除了選出優質的投資產品外，渣打亦希望忠誠度以及所謂的「淨推薦分數」。「digi huddles」，向前綫員工強調數碼化協助客戶做出明智的理財決策。江說：「為服務的重要性 , 而內部不時主辦研討會並了履行渣打『一心做好，始終如一』的品打造品牌引入外部專家 , 目的是提高員工的數碼化牌承諾，我們的目標不僅是使客戶和社會時間是渣打品牌承諾始終如一的主題。集知識水平。江表示：「我們希望讓『數碼』擁有基本的金融知識基礎，同時也為其團推出了八分鐘的服務承諾，以客戶進入文化由內部延伸到我們的客户。」提供了投資上的關鍵資料，以協助他們創銀行那一秒起直到他們到達櫃檯開始辦理富」。同時，集團將繼續致力於在香港發展實體業務為止，客戶的等待時間不應超過 8 分業務，租用了中環交易廣場的整個中心廣鐘。如果渣打未能兌現此承諾，便會捐款因此，銀行推出了理財教育系列，透過一場，打造為渣打的財富管理中心。予「看得見的希望」慈善基金。系列的投資基金、債券及高息貨幣掛鈎存款等宣傳小冊子來分享一些關鍵的投資原則。「財富管理是每個人理財規劃的重要新的辦公大樓將包含私人銀行業務部和零其他基於時間的承諾包括了即日提供初步組成部分。良好的資金管理是一種能幫助售分行，加強銀行網絡，來為高端客戶服抵押貸款評估、一小時內放款以及 48 小社會各個階層的重要技能」，江表示。務。江說：「香港是一個國際金融中心，時內向中小企業分期貸款項目放款。是中國和亞洲地區乃至世界其他地區的交流門戶。我們對於這棟辦公大樓的投資證 2012 年期間，銀行在投資者教育方面投江說：「我們聽取了客戶的意見，並將之入許多資源，並推出了全新的「渣打財經明了銀行對於該地區的持續增長和繁榮充轉化為行動。我們明白時間對客戶非常重在線」網頁。該網頁包括每週市場評論短滿信心。」片、專欄及媒體訪問以及指數及即時報價要，所以我們的目標是儘量減少客戶在銀 / 數據。還有一部分內容是關於基本投資員工發展行進行交易的時間」。原則以及受歡迎投資產品的主要特點。江渣打高度重視員工的歸屬感和發展，並採說：「近年智能手機的普及，讓我們看見毫無疑問，渣打的品牌非常重要。了網上市場資訊的蓬勃發展以及用戶的需取了透明的事業發展機制，有助降低銷售求，這種趨勢可在『渣打財經在線』網頁和非銷售部門員工的流失率。江說：「我們其中一個策略是強化品牌形的受歡迎情況反映出來」。對於其前線分行的員工，銀行有全面的事象，因為事實證明擁有強大品牌的公司都數碼銀行業發展路線圖。路線圖提供了員工晉升所能夠提供更高的股東價值。我們希望成為需的時間表以及業績要求。中小企業銀行一間擁有強大品牌而又具實力的銀行。」但渣打並沒有就此自滿。江說：「雖然我部為其員工提供類似的職業發展計劃。集們對於新發展的渠道很滿意，但我們始終團亦提供職業研討會和人才發展計劃以及渣打有一個三管齊下的辦法來提升品牌形銘記傳統渠道的重要性，渣打亦因而斥資舉辦同樂日，定期從員工獲取意見。象。其一是通過其擁有的媒體，比如：翻新分行。」網站、付費媒體、廣告網絡；其二是免渣打銀行還推廣 Customer Charter，以確鑒於渣打致力於向客戶提供數碼化的銀行費的媒體報道，例如集團的Facebook、保全公司員工都能做到以客戶為中心。江服務，翻新分行計劃中還包括其創新的數 YouTube 和 Twitter 網頁。另外，銀行憑藉說：「我們需要制定 customer charter，其亞洲萬里通廣告活動奪得了《指標》財碼旗艦分行。讓人人都參與到銀行運作，把我們以客戶 32 Company of the Year MassMutual Asia 美國萬通亞洲 The Best List 2013

Keeping It Personal

Company of the Year - Insurance winner common among Hong Kong people. different asset classes. They can see which Company of the Year - Insurance For our product, we have made sure the investment choices performed the best 保險企業年度大獎 customer can benefit when they are still and the worst within the same asset class MassMutual Asia talks about product design. Capability Awards 卓越實力大獎 at an early stage, before the problem has category. Customers can also create their By Nicky Burridge become too serious. We only require the own Watch Lists to track the performance Marketing Effectiveness 市場推廣 insured to have one coronary artery that of up to 30 selected investment choices,” Sau said. is 50% blocked before they can realize Product & Service Innovation Outstanding Achiever the benefit and get the money to have The company is continually updating 產品及服務創新 - 傑出表現獎 surgery performed, while most policies its applications, and it plans to launch a Product Awards 金融產品大獎 require more serious artery blockage new application in early 2014 called IPES. before people can benefit.” Customers who Critical Illness Insurance Sau explained, “The essence of modern Best-in-Class surrender their PrimeHealth Saver policy portfolio theory is that you can reduce 危疾保險產品 - 最佳表現獎 after 15 years are also given a refund of at the overall investment risk by building a Retirement Product least 100% of premiums paid. highly diversified portfolio. We will give Best-in-Class investors the tools to design a portfolio 退休產品 - 最佳表現獎 MassMutual Asia also allows insured with investment choices that are low in persons who have been diagnosed with correlation, so they can enhance potential a critical illness to take out a permanent returns while reducing investment risks.” life insurance policy without any proof Customers will also be able to use IPES to of insurability. “This is a very unique and monitor their portfolio and rebalance it if attractive feature. It is one of the reasons necessary. why the sales of our critical illness plans have increased by more than 50% since we Harnessing technology launched this product,” Sau said. MassMututal Asia leverages the latest in technology to deliver added value to Informed decisions customers. It uses sophisticated analysis The company also puts great emphasis software called MMPro to help determine on helping customers to make the customers’ needs by looking at their cash Jeanne Sau, Senior Vice President and Chief Marketing Officer right decisions. To this end, it launched flow, asset allocation and attitude to risk, iWealth with the objective of providing as well as incorporating issues, such as investment-linked assurance scheme (ILAS) retirement or education planning. Once all Insurer MassMutual Asia has a clear policy Critical illness policy customers with a total solution to wealth of the data has been entered, the software when it comes to product design: put This focus on the consumer’s needs is seen management. produces a detailed financial analysis yourself in the customer’s shoes. in the company’s PrimeHealth Saver which report of where the customer stands will pay out on more than 100 covered iWealth is a smartphone application that financially. Sau said, “It offers a very good This approach has led to it creating many illnesses upon diagnosis, enabling insured helps customers monitor the performance and comprehensive analysis. I do not think market-leading insurance solutions, while persons to get quality treatment sooner of their investment portfolio, enabling any other companies offer this service to also constantly reviewing its existing rather than later. Sau said, “When we first them to make informed investment their customers to the same extent.” But products to ensure they still meet launched the product in January 2013, we decisions. The tool includes an investment she added that for customers who may customers’ needs. Jeanne Sau, Senior Vice covered 116 illnesses, which was then the performance data dashboard to help not have time to go through the in-depth President and Chief Marketing Officer at highest number of illnesses covered by this customers gauge market sentiment report, MassMutual Asia offers a simplified MassMutual Asia, said, “Our product design type of product on the market.” for different sectors and geographical version of the analysis that can be read in philosophy is always to take a customer- locations. “We encourage customers to just five minutes. first approach. We always think about what One example of when the policy will have a well-diversified portfolio, with the customer wants and needs. Product pay out earlier than its rivals is for money invested in different geographical The analysis software can also be used design is a balance between product policyholders needing an angioplasty locations and sectors. When a customer interactively by customers, enabling features and cost, but we always bear in on blocked arteries. Sau said, “The need goes to iWealth, they can immediately them to look at the impact deferring their mind that it is for the customer.” for an angioplasty is becoming very see the year-to-date performance of retirement date by a few years would have on the amount of money they needed to 34 Company of the Year MassMutual Asia 美國萬通亞洲 The Best List 2013

Product design is a balance between product features and cost, but we always bear in mind that it is for the customer. save. Sau said, “For retirement planning, we have identified a lot of very good product Commenting on the company’s two best- 個性服務 always show investments up to at least 100 ideas. We are continuously communicating in-class awards for critical illness and years of age. More than 2,000 people in with our consultants and customers to retirement products, Sau said, “These Hong Kong are over 100, but people never understand their needs and the market. It awards mean that we have taken the right plan for living longer than age 85. They is a key part of our business philosophy as direction in terms of product design and need to understand that if they live for a a company.” positioning. These accolades are great 保險企業年度大獎得主美國萬通亞洲暢談產品設計。 long time, there is a potential risk that they compliments to our product capabilities Nicky Burridge 報道 will run out of cash.” Going forward, the company plans to and a tremendous endorsement of our continue innovating. “As a customer- business-development strategy. From One area in which MassMutual Asia thinks centric company, MassMutual Asia places a customer perspective, it shows our customers need greater education is life great emphasis on innovation, so as products provide them with the right insurance. Sau said, “The average sum to deliver value-added benefits to our features and benefits, and are also value for insured per life insurance policy for Hong customers in both products and services,” money.” Kong people is HK$373,000. Most people Sau said. “Continuous product innovation in Hong Kong are underinsured. We have is one of the most important strategies for to make customers understand that they the company. We believe that we have to are actually worth a lot more. If someone be a leader in terms of product design.” had an annual income of HK$150,000 and they worked for 30 years, they are worth It has already launched a number of firsts HK$4.5 million. That’s why they have to in the market, including a guaranteed protect themselves.” lifelong annuity. It will also continue to develop its service platform. Customers The company also stresses to customers can already check their policy information the importance of having medical online, while they can also change some insurance and looking after their health. It information over the internet. “Customers offers another application called iHealth can expect us to continually update the that includes short videos presented technology they have access to. We want by a medical practitioner to educate to be a market leader in terms of service policyholders about the different stages innovation, and how we can harness of critical illness, early-stage diseases, technology to create user-friendly services carcinoma-in-situ, early-stage cancer, for policyholders wherever they are,” Sau and severe childhood diseases to help explained. She added that the group was 蕭莉玲，高級副總裁兼首席市務總監 them spot symptoms early. It also offers the first insurer in the market to introduce guidance on what the treatment is for a smart phone application. 美國萬通保險亞洲有限公司在產品設計方在市場同類產品中承保疾病數量最多的計 various conditions and how much it is 劃。」面策略清晰：以客為本。 likely to cost. Investing in people 計劃有多項較競爭對手優勝之處，例如所 MassMutual Asia will also continue to 這份堅持令美國萬通亞洲創造出眾多領導 Communicating with customers 提供俗稱「通波仔」的「冠狀動脈的血管 invest in its consultants, offering ongoing 市場的保險方案，公司亦不時檢視現有產成形術」賠償。蕭表示：「在香港，需要『通 Unsurprisingly, for such a customer- training and development. Every year 品，以確保能滿足客戶需求。高級副總裁波仔』的情況越來越普遍。我們的產品使 oriented business, communicating with it delivers around 100,000 man-hours 兼首席市務總監蕭莉玲說：「我們一直憑客戶能在患病初期已可獲得賠償，在病程 policyholders is a high priority. Sau said, of training for its consultants, covering 著以客為本的理念設計產品，並從多方面仍未進一步惡化前便可進行醫治。只要受 “Communication is very important; we subjects ranging from key man insurance 保人的冠狀動脈堵塞 50% 便可獲取賠償， have to communicate with our customers 考慮客戶的需要，致力在產品的特點和成 for businesses, to talks given by investment 進行手術，而市場上一般同類型計劃則須 to understand their needs and wants.” experts. It also works with the Hong 本之間取得平衡。」在冠狀動脈嚴重堵塞才可獲得賠償。」此 Kong Polytechnic University to help non- 外，於「首選健康保」保單生效 15 年起， The company does this both by talking graduate consultants get a degree, and 當客戶選擇退保時，可獲至少 100% 已繳 directly to the customer, and through 危疾保單 offers sponsorship programs to help them 保費回贈。 getting feedback from its consultants become chartered financial planners. 美國萬通亞洲推出的「首選健康保」正好 about customers’ needs. It has also 體現公司以客為本的理念，計劃承保超過 “The company continues to invest heavily 同時，美國萬通亞洲的「首選健康保」為 introduced the CEO Table to promote in terms of human resources to help 100 種疾病，讓受保人可及早接受優質的已被診斷患有嚴重疾病的受保人提供「延 sharing and two-way communication. Sau consultants become more and more 治療。蕭指出：「2013 年 1 月推出該產 said, “Through these conversations, we professional.” 品時，計劃承保多達 116 種疾病，是當時續壽險保障」，客戶於無需提供任何投保 36 Company of the Year MassMutual Asia 美國萬通亞洲 The Best List 2013

我們一直憑著以客為本的理念設計產品，並從多方面考慮客戶的需要，致力在產品的特點和成本之間取得平衡。

資料的情況下，就可投保一份終身壽險計供的分析非常完善和全面。我認為可以提的產品創意靈感。我們持續與顧問和客戶劃。「這項市場獨有的保障，帶動我們的供如此詳盡分析服務的公司著實不多。」溝通，瞭解他們的需要，瞭解市場，這正嚴重疾病保單營業額自產品推出後增長超她補充說，有些客戶可能沒有時間細閱詳是我們公司經營理念的關鍵所在。」過 50%」，蕭說。盡的分析報告，因此，美國萬通亞洲亦有提供簡化版的財務分析服務，僅需五分鐘展望未來，公司將會繼續創新。「作為以知情決策便可閱畢報告。客為本的公司，美國萬通亞洲非常注重創公司亦非常重視為投資相連壽險客戶提新，不斷為客戶提供增值的產品和服務」，供先進的投資服務平台，助他們作出周 MMPro 是高度互動的分析軟件，讓客戶蕭說，「持續的產品創新是我們公司最重全及明智的投資決定。為此，公司推出了可按自設延遲的退休日期，然後查看對所要的策略之一。我們矢志在產品設計方面「iWealth 投資大計」，為投資相連壽險客需退休儲備金額的影響。蕭說：「當進行不斷創先河，領導市場。」戶提供全面的財富管理方案服務配套。退休策劃時，我們最起碼會為客戶策劃至 100 歲。事實上，香港約有 2,000 名超過過去，美國萬通亞洲已創下多項業界第「iWealth 投資大計」是一個智能手機應用 100 歲的人士，但許多人不會為 85 歲以一，包括首創保證終身年金。公司亦會繼程式，讓客戶可方便地取得其投資組合的後作打算。我們必須知道，如果能活得長續發展服務平台，現時客戶已經可以在網表現數據及資訊，作出明智的投資決定。壽，有可能會因為坐食山崩，而要面對將上查閱保單資料，及更改通訊地址及號碼 iWealth 提供詳盡的投資表現數據，助客儲備耗盡的風險。」等資料。「客戶期待我們透過高科技，不戶掌握不同行業及地區的市況表現。「我斷為他們帶來更優化和方便的服務。我們們鼓勵客戶建立均衡的投資組合，將資金美國萬通亞洲認為，客戶最需要提升認知希望在服務創新方面成為市場先驅，讓客投入不同地區及行業，有效地分散投資風的其中一個範疇是人壽保障。蕭指出：「在戶無論身處何方，亦能享有稱心的服務」，險。客戶一登入 iWealth 投資大計，即可香港，每張人壽保單的平均保障額僅為蕭解釋道。她續說，公司是業界首間推出瀏覽不同資產類別年初至今的表現，每種 37.3 萬港幣。大部分香港人的保額遠低於智能手機應用程式的保險公司。資產類別中表現最好或最差的投資選擇都應有水平。我們必須讓客戶知道，他們其一覽無遺。客戶也可建立多達 30 個投資實值得投保更多。假設年收入為 15 萬港投資人才選擇的個人化關注列表，方便緊貼心水投幣，以工作 30 年計算，本身的價值就達美國萬通亞洲將繼續投放大量資源培育顧資選擇的表現」，蕭指出。到 450 萬港幣。因此，我們必須妥善為自問，提供持續培訓及發展。每年，公司為己規劃保障。」顧問投入約十萬個培訓時數，涵蓋從公司公司一直與時並進，並計劃於 2014 年初要員商業保險至投資專家講座等。公司亦推出一個全新的應用程式，稱為 IPES。蕭美國萬通亞洲亦提醒客戶切勿低估醫療保與香港理工大學合作，幫助有志取得大專解釋說：「組合式投資法的理論是，透過障的重要性，應為自己的健康及早投保。學位的顧問，提供贊助，幫助他們考取認藉著建立一個均衡的投資組合，以減低組公司設計的另一個應用程式名為 iHealth，可財務策劃師的專業資格。「公司一直投合的整體投資風險。我們提供的工具能協由執業醫生講解危疾的不同階段、早期疾放大量資源於人才培訓，致力提升顧問的助客戶揀選相關性低的投資選擇去設計投病、原位癌、早期癌症及嚴重兒童疾病，專業水平。」資組合，於爭取更高潛在回報的同時，亦幫助客戶及早發現病徵。該程式亦有介紹能有效減低投資組合的風險。」客戶也可不同疾病的治療方法，以及大約所需的醫談到公司在危疾保險產品及退休產品類別使用 IPES 觀察投資組合的表現，並在有需療費用。中獲得最佳表現獎，蕭說：「這些獎項意要時作出調配。味著我們在產品設計及定位踏出了正確的客戶維繫方向。這些獎項是對我們產品及業務發展善用科技美國萬通亞洲一向以客為先，故此亦非常策略的一份認同。從客戶的角度來看，投美國萬通亞洲利用最新科技為客戶提供增重視與客戶的溝通。蕭指出：「透過與客保了贏得殊榮的計劃，是我們致力用心為值服務，當中先進的財務策劃分析系統戶溝通，才能真正瞭解他們的需要。」客戶提供物有所值產品方案的明證。」 MMPro 能為客戶進行詳細的全方位財務分析，包括財務需要、現金流、資產分配及公司既與客戶直接交流，也會透過顧問反風險承受取向，以及退休或教育等策劃。饋客戶的需要。美國萬通亞洲舉行的 CEO 一經輸入所有數據，軟件就會為客戶編制 Table，有助推進雙向溝通和分享。蕭說：詳細的財務分析報告。蕭說：「MMPro 提「透過這些溝通渠道，我們取得很多很好 38 Company Awards Citibank 花旗銀行 The Best List 2013

Citibank Reinvents Itself

time to get your cash. We wanted to let our Citibank took a similar approach to its Capability Awards 卓越實力大獎 Citibank tells BENCHMARK how its new strategy helped it customers know that it doesn't have to be credit card promotions. At its branches, Good Governance 企業管治 that way. We’ve created an environment of it offered instant credit card issuance to win the hearts of consumers and the Wealth Management fun for them as they transact their banking enable customers to immediately enjoy Employee Engagement Best-in-Class to give them a different experience.” offers and 30 times the reward points 員工投入度 - 最佳表現獎 Awards’ jurors. on purchases on Wednesdays at select Banking redefined merchandisers. Additionally, the bank Corporate Citizenship By Marlynne Bidos Outstanding Achiever Its retail campaign is proof of exactly partnered with local vendors, such as 企業公民 - 傑出表現獎 how Citibank has combined research Fortress, Watsons, and Park n’ Shop to drive and innovation to bring more “fun” to brand awareness and sales through in- Customer Experience 客戶體驗 its customers. Its research found that store Citibank branding. “Our partnership Customer Commitment Hong Kong people love and live to shop. with local vendors is part of our strategy Best-in-Class Hence, it used shopping to turn traditional to further elevate public awareness of the 客戶承諾 - 最佳表現獎 banking into a truly retail experience Citibank credit card brand beyond our Marketing Effectiveness 市場推廣 for customers by implementing three branch presence,” said Lam. Campaign of the Year key pillars: (1) behaving like a retailer, Best-in-Class (2) providing periodical themes at the The campaign yielded excellent results. In 宣傳推廣年獎 - 最佳表現獎 store level and (3) revamping branch 2012, total sales volume growth doubled Product & Service Innovation merchandizing to build an impactful that of the market. In particular, Citibank’s Outstanding Achiever ambiance. Visa Infinite and Platinum cards exceeded 產品及服務創新 - 傑出表現獎 the market by 380% and 22%, respectively. Brand of the Year The bank’s initiatives in key locations in Outstanding Achiever Causeway Bay, Central, Tsim Sha Shui, Employee appreciation 品牌年獎 - 傑出表現獎 and Mong Kok included summer sale and 金融產品大獎 Despite its new approach to engaging Product Awards Halloween themes. Citibank used huge customers, Citibank’s long established Investment Platform banners and attractive window displays belief that employee engagement is key Outstanding Achiever to soften the serious image of the bank 投資平台 - 傑出表現獎 to providing excellent customer service and attract, engage and connect clients. has not changed. “What is going to make “The campaign created quite a bit of noise the difference for customers is their Christine Lam, Country Business Manager for Citibank Global Consumer Banking in the market place,” said Lam. “People were looking at us and saying, ‘What do experiences of interacting with a Citibank you mean there will be a summer sale in a employee,” said Lam. Behaving like a retailer was central to initiatives. “To make any innovation bank?’” In conjunction with these themes, the bank offered promotions, including free The bank builds employee engagement Citibank’s strategy when it revamped its meaningful, it has to be relevant to our night tickets to Ocean Park’s Halloween through three pillars: (1) communication, branches, products and services for Hong customers. Research is key in our product Bash, a free blood test upon completing a (2) staff participation and (3) talent Kong consumers. Its new attitude not only development process and an area where financial planning review and Hong Kong and benefits. To foster effective led to increased business and industry we devote a tremendous amount of dollar time deposit rate. communication and staff participation, buzz, but also garnered it three best-in- resources to ensure that everything we do Citibank keeps employees abreast of the class wins and four outstanding achiever resonates with our customers and meets bank’s developments to increase buy-in. their banking and investment needs,” said And the business results were impressive. designations at the BENCHMARK Wealth “When we look at the number of For example, to get employees motivated Management Awards gala dinner. Christine Lam, Country Business Manager about its new retail approach, Citibank for Citibank Global Consumer Banking. accounts opened in the branch during the promotion period versus the control used emails to get the word out and Innovative and targeted group, while all the branches increased focus groups and after-hours in-branch In its branches, it took smart banking to training sessions to garner support from a new level by introducing tools, such as their account opening activities during the campaigns its employees. Further, an activity known a touch screen work bench, interactive promotion period, the target branches had Citibank’s well-researched strategies browsers, digitized walls and computer a performance which was 50% better than as the “daily huddle” is not only a forum show across its retail branches, marketing kiosks. “Our tag line is ‘Banking Redefined’,” the control group,” said Lam. “That is really for team members to communicate, but campaigns, employee engagement said Lam. “People have certain perceptions the proof that customers like what we are also to discuss how they will reinforce activities and corporate citizenship of banking, such as long queues at lunch doing for them.” the bank’s values in their exchanges with 40 Company Awards Citibank 花旗銀行 The Best List 2013

To make any innovation meaningful, it has to be relevant to our customers.

management team lined up at the lift in they make necklaces and they do knitting. the lobby to hand out small gifts to staff We want them to build on what they have 全新姿態 members to kick-off the week. in terms of their skills and turn that into their advantage,” he said. The BENCHMARK Wealth Management Award jurors found Citibank’s employee Globally, Citi encourages its employees to 花旗銀行告訴本刊，新策略如何幫助花旗贏得消費者 engagement efforts impressive. One juror conduct a half or full day of community remarked that it has “a very interesting mix service. One day each year, Citi offices in 擁戴，贏得財富管理大獎評委盛譽。 of sharing, recognition and rewards that each market will organize programs with helps it to create a sense of belonging and community organizations and may even Marlynne Bidos 報道 empowerment for employees.” invite clients to participate in their day of service. A community partner The bank also has a program called Citi Citi has a number of corporate citizenship Community Club which partners with initiatives that cultivates the community it different community based organizations serves. The bank has partnered with one of who invite the bank’s staff to volunteer to the oldest community institutions in Hong help with their varying needs. In addition, Kong, the Tung Wah Group of Hospitals, to the bank’s policy allows for employees Wayne Fong, Head of Corporate Affairs, Citi Hong Kong launch the Hope Development Accounts to request to do community service on a Program (HDA) to help disadvantaged work day or to donate a certain amount clients and each other. populations save money and reach of money to the Community Chest in financial goals. exchange for a day off. Moreover, providing the right working environment and incentives for employees HDA uses an asset-based approach to help helps the bank retain talent. Most low-income individuals accumulate assets, impressively, the bank offers flexible build their social network and alleviate working schedules to individuals with poverty. To accomplish this, the two year qualifying roles. With the approval of a program helps participants build a habit supervisor, an employee can shift working of saving by helping them develop an hours, such as working 10am – 7pm, to achievable and meaningful financial goal. best match his or her personal needs. “We look at their finances to see how Even if employees do not need such much money they can actually save on a 林鈺華，花旗銀行環球個人銀行服務總經理 flexibility daily, such requests can be monthly basis. Then we will help them set made to accommodate special events. “An up an account at Citibank for free. Each 立足零售，是花旗銀行在香港市場革新分在分行，花旗提升銀行至智能銀行水平， employee’s child may be in a school play time they save the amount of money they and he or she may need one hour off on committed to, Citibank will match their 行、產品及服務時的重點策略。全新姿態引入新工具例如輕觸式屏幕工作台、互動 that day. An application can be made for contribution,” said Fong. 不僅令其擴展了業務量及提升在業界的聲瀏覽器、數碼媒體牆及電子資訊站。「我 a change to a schedule for that day only,” 望，亦助其在《指標》財富管理大獎頒獎們的口號是『Banking Redefined』」，林說。「人們對銀行有既定觀念，如在午餐時間 said Wayne Fong, Head of Corporate Affairs In addition, all participants must take a 晚宴上榮膺三項最佳表現獎及四項傑出表「排長龍」提款。我們希望讓客戶知道， for Citi Hong Kong. minimum of 60 hours of training seminars. 現獎。 Citi’s employees lead some of the 並不一定要是這種觀念。我們已在銀行交 As the bank views itself as a meritocracy seminars related to budgeting, financing, 易中創造出充滿趣味的環境，給客戶不同 where hard work is recognized and and interpersonal and job related skills. 創新發展目標營銷體驗。」 rewarded, it spends ample time “Our colleagues are bankers with a lot 花旗銀行精心研究策略，涵蓋其在零售網 recognizing employees who go the extra of expertise and this is one way they 點、推廣活動、員工參與活動及企業公民以零售為主題的推廣活動是花旗結合研究及創新的好例子，為客戶帶來更多「樂 mile. Its Client Excellence Daily Newsletter contribute to society,” said Fong. 方面的努力。「創新要有價值，就必須是 is a mechanism for sharing best practices, 趣」。其研究發現，香港人愛購物消費，客戶適用的服務。研發是我們產品開發中 tips and news about the company’s value The program also pairs them with 樂在其中。花旗便透過購物主題，將傳統的關鍵，花旗不惜投放大量資源，確保我 of the day. Also, the bank devotes an volunteer mentors from the bank to help 銀行模式轉變為真實零售模式，透過以下 entire week to celebrate individuals and build a community of support. “A lot of 們所作的努力得到客戶回響，迎合客戶對三個支柱建立消費者體驗：(1) 建立零售模 teams who consistently live the client these women actually have some sort of 銀行及投資的需要」，花旗銀行環球個人式，(2 在商鋪開展限期主題活動，(3) 革 excellence values. In early September, the skills. They have very good craftsmanship; 銀行服務總經理林鈺華說。新分行，建立有親和力的氛圍。 42 Company Awards Citibank 花旗銀行 The Best List 2013

創新要有價值，就必須是客戶適用的服務。

合資格的員工個人提供靈活工作時間表。慣，協助他們建立可實踐而有意義的財務經上司批准後，員工可以轉換工作時間，目標，培養儲蓄習慣。「我們查看他們的例如由早上十時工作至晚上七時，以最好財務狀況，計算出他們每月實際可儲蓄的去地配合他們或她個人的需要。即使員工數額。然後我們幫助他們免費設立花旗銀不需要日日靈活工作，在特別情況下這樣行戶口。每次他們將錢存入該戶口，花旗的要求也可被接受。「員工的小孩學校有銀行也會供入相應數額」，方說。活動時，他們或她可能需要在那天放假一方煒，花旗集團企業傳訊及公共事務主管個小時。員工可申請改變那一天單日的日此外，所有參加者必須至少參加 60 個小程表」，花旗集團企業傳訊及公共事務主時的培訓講座。花旗集團員工主講其中一在銅鑼灣、中環、尖沙咀和旺角的核心地活動帶來卓越效果。2012 年，營業總額管方煒表示。些講座如預算，資金籌措，人際關係技巧帶開展夏季促銷和萬聖節主題活動便是行增長翻倍，特別是花旗的 Visa Infinite 卡及工作技能等。「我們的同事都是銀行家，動之一。花旗銀行透過巨型廣告牌及引人及白金卡領先市場，分別增長 380% 及花旗認可和獎勵努力工作的員工，投放充專業知識豐富，這也是他們對社會作出貢入勝的窗口顯示，軟化銀行的嚴肅形象， 22%。裕足夠時間表揚識別表現卓越的員工。銀獻的一種方式」，方說。吸引籠絡消費者。「此役在市場上掀起相行的 Client Excellence Daily Newsletter 就當大討論」，林表示。「人們看著我們員工滿意是分共享當日表現有關公司價值中最佳實該計劃還將參與者與來自銀行的義工導師務、貼士及新聞的機制。此外，銀行使問，『你們說，銀行夏季促銷，是什麼意儘管採取新方法吸引客戶，員工參與卻是作出配對，支援社群。「這些女性中很多用整整一週表彰堅持為客戶帶來卓越價值思？』」配合這些主題，花旗的推廣活動提供卓越客戶服務的關鍵，這是花旗一貫人實際擁有某種技能，他們手藝很好，會的個人及團隊。九月初，管理團隊列隊在包括免費的海洋公園萬哈囉喂夜場門票、的信念，從未改變。「我們為客戶帶來的做項鍊和編織。我們想讓他們透過自己擁電梯口，並向員工派送小禮物，以啟動完成財務分析後可獲一次免費血液測試，有的技能建立目標，轉換成自己的優勢」，獨特之處，正正是與花旗員工互動的體 Client Excellence Week。以及較優惠的港元定期存款利率。驗」，林說。他說。《指標》財富管理年獎評審團發現，花旗效果令人鼓舞。「比較推廣期在分行開立花旗透過三大支柱建立員工參與：（1）銀行的員工參與努力令人印象深刻。其中花旗集團在全球範圍內都鼓勵員工進行半的戶口及對照組別的情況，各分行均在推交流，（2）員工參與（3）員工及福利。一名評審說「非常有趣的分享、表彰和獎天或全天社區服務。每年中有一天，花旗廣期增加了戶口開立的數量，目標分行的為促進有效交流及員工參與，花旗銀行勵組合，幫助花旗員工建立了歸屬感及使各大市場的辦公室都會與社區組織共同組績效較對照組別要好 50%」，林說，「這讓及時讓員工及時獲得了解銀行最新的命感。」織活動，甚至會邀請客戶參與他們的一日充分證明，消費者喜歡我們做的事情。」發展動態的資訊，增加員工信任。例如，服務計劃。為激勵員工參與新的零售途徑，花旗使社區夥伴花旗銀行在信用卡推廣上採取類似的方用電子郵件傳遞訊息，並組織焦點小組花旗集團一直透過一系列的企業公民倡花旗集團還有一個名為 Citi Community Club 的計劃，與不同社區組織合作，邀請針。分行提供即時發卡服務，使消費者立及業餘分行培訓課程，獲得員工支持。議，回饋社會。該銀行與香港歷史最悠久銀行員工義務幫助不同社群解決需求。此刻就能享受優惠，週三在指定商戶消費更此外，被稱為 daily huddle「每日聚焦」的社區機構合作如東華三院，推出「希望外，銀行政策允許員工在工作日進行社區可獲 30 倍積分。此外，銀行亦與本地商的活動不僅是團隊成員交流的平台論壇，戶口」扶貧計劃，幫助弱勢群體累積資金服務，或捐獻給公益金，可換取一日假期。戶合作，如豐澤、屈臣氏、百佳，透過在也亦可讓他們討論與客戶及彼此交流時並達致財務目標。

商鋪的提高花旗品牌知名度，推進銷售。如何提升銀行價值。「我們與本地商戶的合作，是除分行之該計劃採用資產法，幫助低收入人士累積外，進一步令更多大眾關注花旗信用卡的提供合適的工作環境和激勵，亦幫助銀行資產，建立社會關係和減輕貧困。這個為策略之一」，林指。保留人才。最令人印象深刻的是，花旗為期兩年的計劃，會幫助參加者培養儲蓄習 44 Company Awards BEA 東亞銀行 The Best List 2013

The bank is dedicated to providing a very All About Customer friendly and lively experience to customers.

Experience surveys to understand what it is doing well The bank’s new brand incorporates a band Capability Awards 卓越實力大獎 and identify areas for growth. “Listening to of five colored “light rays” symbolizing Customer Experience your customer is very important; you have professionalism, customer-focus, integrity, 客戶體驗 BEA tells BENCHMARK how it succeeds at providing stellar to get hold of what the customer thinks progressiveness, and innovation – the core regarding your services from different values of the bank. Customer Commitment customer experiences. perspectives continuously,” said Hui. Outstanding Achiever 客戶承諾 - 傑出表現獎 Along with the new logo, BEA has By Marlynne Bidos To understand its clients’ needs better, renovated the interior of its branches by BEA commissions an external party to making them more energetic and young. conduct a customer satisfaction survey by “This is important to the bank because telephone interview on an annual basis from time to time banks give the feeling to assess customer satisfaction levels, and that they are very conservative. BEA is to build up a picture of how it changes not going this way. The bank is dedicated over time. “We will select customers that to providing a very friendly and lively have come to our branches in the past experience to customers. We have received 30 days and ask for their opinions, if they very positive responses from our customers encountered any problems and what ways and from the public,” said Hui. we can do better for them,” explained Hui. The feedback is then shared with relevant But BEA has not stopped at revamping departments, who analyze the data and its branches. It has also introduced an incorporate the findings into their product iTeller service which has revolutionized the enhancement plans to ensure improved way services are delivered to customers customer experiences in the future. outside of branch operation hours. iTeller provides touch-screen automated banking Additionally, the bank partners with the services and allows customers to speak to University of Hong Kong’s Research Center customer service representatives via video to conduct branch performance surveys. call. Using iTeller, a customer can conduct “They will go to our branches by surprise 80% - 90% of the transactions that can be and do customer surveys on site,” said effectuated at a branch. To maintain a high Hui. After the information is gathered and level of security, each iTeller has signature Vincent Hui, General Manager & Head of Personal Banking Division analyzed, they offer recommendations verification and an identification card for future improvements. “We will review scanner to verify each customer’s identity. all of the findings in the business unit BEA already has 22 iTellers in operation in “Enriching Your World” is a brand promise telecommunications device. Additionally, it and discuss how we can really enhance prime locations around Hong Kong. The Bank of East Asia (BEA) takes very was the first to make inroads into the social customers’ experiences. Finally, we seriously. Vincent Hui, General Manager media and mobile application spaces. will monitor to find out where we are Always wanting to capture customer and Head of Personal Banking Division, Most impressively, at the conclusion of improving and how we can make it better.” feedback, BEA says that 90% of its explained that the bank’s strategy for the 1990s, while most financial institutions customers reported that the iTeller was fulfilling this pledge is to “follow the in Hong Kong were waiting out the The results of BEA’s extensive customer innovative, convenient, efficient and customers”. “If you can track where anticipated effects of Y2K, it successfully surveys show a positive correlation personal. “This is actually a new model of customers are heading, you can prepare launched internet banking services, between customer satisfaction and banking,” said Hui. “There have been a lot yourself to reach out to them there,” said garnering 40,000 customers in six months. revenue and customer relationship of banks coming to us for advice and some Hui. Reflecting on this initiative’s success, duration. are going to adopt the same model. This is Hui remarked, “Most of them are still our something we really don't mind because Following the customer banking customers.” it is helping the fellow banking industry to BEA’s history of innovation shows that New retail identity evolve.” it has always been at the frontier of Customer loyalty BEA, always on the edge of something what the consumer is doing. BEA was To ensure it continues to provide services new, recently rolled out a new retail the first bank in Hong Kong to launch targeted exactly towards what the identity. “In six months, we have revamped mobile banking totally independent of a customer needs, BEA conducts customer the whole branch network,” Hui remarked. 46 Company Awards BEA 東亞銀行 The Best List 2013

緊貼客戶東亞致力於為客戶提供一個友善、活潑的體驗。東亞銀行解釋如何為星級客戶提供高質素服務。

Marlynne Bidos 報道為更加了解客戶的需求，東亞銀行委託一對東亞銀行很重要，因為一般銀行不時給提供了一個玩遊戲、贏獎品的平台。2013 Social media outreach 間獨立機構來進行一項客戶滿意度調查。人陳舊保守的印象。東亞銀行不希望重蹈年 4 月，東亞銀行又推出了「BEA Joy 精 BEA has used social media to inform its 該項調查主要透過電話訪問的形式，每年覆轍。東亞致力於為客戶提供一個友善、明享樂」專頁，以提供各方面的生活資訊， clients about its ongoing innovations 一次評估客戶滿意度，以便了解客戶滿活潑的體驗。客戶以及大眾對於東亞銀行如飲食、單車郊遊路線以及旅行資訊等。 and customer service improvements. “By 意度的按年變化。許解釋說：「我們選擇全新形象的反應都十分正面」。 BEA Joy 現時已有超過 30,000 位粉絲。 making a presence in social media, you can 在過去三十天內到過銀行分行的客戶，詢不過，東亞銀行不僅將社交媒體看成單向 not only open up your services to a lot of 問他們的意見，看看他們是否遇到什麼問東亞銀行不但革新了各分行，而且還引進工具，許表示：「社交媒體是與客戶之間 different people, but also you can capture 題，並了解我們可以如何為他們提供更佳了革命性的「視像櫃員」服務，改變了在溝通的雙向互動平台，客戶可以為我們提 customer and public attention,” said Hui. 服務。接着，我們將所得意見與各個相關辦公時間外為客戶提供銀行服務的方式。供資訊，我們亦可以為他們提供建議」。部門分享，由他們來分析數據並將這些分「視像櫃員」配備觸屏自動銀行服務終端， BEA’s Facebook fan pages are used for 客戶可以與客戶經理透過視像會議面對面對於東亞銀行在《指標》財富管理大獎中 soft selling. BEA Fun, which has more than 析結果融入相關的產品加強計劃之中，從獲得殊榮，許生表示：「獎項見證了東亞 60,000 fans, provides a good platform for 而保證未來客戶體驗有所改善。東亞銀行交談。現在有大約 80-90% 的銀行櫃檯交致力提供最優質客戶服務的承諾以及銀行 the public to enjoy games and grab gifts. 廣泛的客戶調查結果顯示，客戶滿意度越易功能可以透過「視像櫃員」進行，省卻 In April 2013, BEA Joy was launched to 高，銀行收入以及客戶關係持續時間也會客戶不少時間。為確保系統可靠安全，每過去一直不斷創新求變的成果」。至於客 provide lifestyle news on topics, such as 越好。」一部「視像櫃員」都有簽名驗證以及身份戶在未來可以期待些什麼呢？許回應：「社 dining, cycling and traveling. BEA Joy also 識別卡掃描系統，以確認客戶身份。東亞會大眾應當期待，東亞銀行將繼續擔當其領導者角色，實踐其在產品創新以及個人 has more than 30,000 fans now. But BEA 另外，東亞銀行與香港大學研究中心合作銀行在全港各個黃金地段合共設置了 22 sees social media as something more than 化服務方面的策略。」進行了一項分行業績表現調查。許解釋：部「視像櫃員」。 a one way tool. “It is an interactive platform 「在沒有提前通知的情況下，研究員會直 for the customer to provide information to 一直以來，東亞銀行重視收集客戶意見。 us, as well as for us to give them insight,” 接前往東亞銀行分行，現場進行客戶問卷許文森，總經理兼個人銀行處主管有 90% 客戶認為「視像櫃員」服務創新、 he said. 調查」。在分析收集得到的資料後，研究員會為改善未來服務提供建議。許續說：方便、快捷、個人化。許說：「這確是一 With regard to its BENCHMARK Wealth 「我們將審視所有業務部門的分析結果，種革新的銀行業務模式」。他續說：「很「同心創精彩」是東亞銀行嚴格遵循的品千年蟲問題而持觀望態度之時，東亞銀行 Management Awards win, Hui said the 探討如何才能真正提昇客戶體驗。最後，多銀行都向我們諮詢建議，甚至有些銀行牌承諾。東亞總經理兼個人銀行處主管許成功推出網上銀行服務，並在短短六個月 award was “a testimony of the dedication 我們將全程監察，以了解我們在哪些地方照辦煮碗，複製了「視像櫃員」的設計。 of the bank in providing the best customer 文森向我們解釋說，為了履行上述承諾，內獲得了四萬名新客戶的支持。談及此創已有所改進，以及如何可以做得更好」。不過我們毫不介意，因為這樣有助同業一 service and of all its innovation in the 東亞採用的策略是「緊貼客戶」。許說：舉時，許先生表示：「當中大部分人至今同進步。」 past.” And as far as what customers can 「只有緊貼客戶的走向，才可以隨時準備 look forward to in the future, Hui said “the 仍是東亞銀行的客戶」。全新零售角色 public should expect BEA to continue its 好為他們提供最佳服務」。東亞銀行一直走在最前，而近來又有了一社交媒體推廣 strategy as a leader in product innovation 客戶忠誠個全新的零售角色。許補充說：「在過去東亞銀行亦善用社交媒體來通知客戶有關 and personalized service delivery.” 六個月，我們翻新了整個分行網絡。」東現有服務的創新和改善。許表示：「東亞緊貼客戶為保證銀行服務繼續讓客戶稱心滿意，東亞銀行的全新品牌採用了五色光線組合，銀行活躍於社交媒體，不但能夠使不同人東亞銀行的創新往績證明，該銀行一直都亞銀行進行了一項客戶調查問卷，旨在找分別代表銀行「專業」、「以客為尊」、士了解本行服務，還可以獲得客戶及普羅緊貼客戶潮流，走在最前。東亞是香港第出服務的出色之處以及不足所在。「傾聽「誠信」、「進取」以及「靈活創新」的大眾的注目」。一間銀行推出完全獨立於電訊設備的流動客戶相當重要，我們需要繼續從多方面了核心價值。銀行服務，亦是第一間大舉使用社交媒體解客戶對於服務的看法。」許說。東亞銀行在 Facebook 上設有專頁，以作和手機應用程式的銀行。最難得的是，在創新不僅體現在全新標誌上，東亞銀行也軟性營銷。東亞的「BEA Fun」專頁有超九十年代末期，當大多數香港金融機構因同樣翻新了分行的室內設計，創造更加年過 60,000 名「粉絲」讚好，為社會大眾輕、更具活力的全新形象。許表示：「這 48 Company Awards Sun Life 永明金融 The Best List 2013

Insight is the research, result or feedback that we gather from our customers at every touch point Powered by Insight during our daily contact.

The pre-event section included dragon cookers, iPads, shoes, stationary, and 4,100 Capability Awards 卓越實力大獎 Sun Life talks to BENCHMARK about its winning formula boat history, the previous year’s race used English-language story books. Customer Experience results, a television commercial, a rundown 客戶體驗 for providing targeted client services. of the event and training tips. The post- Over the past three years, the company Customer Insight By Marlynne Bidos event section included memorable photos has also supported the World Wildlife Fund of the participants. and actively participated in their energy Best-in-Class 客戶知情度 - 最佳表現獎 saving program, Earth Hours, by turning off In 2013, a record number of 242 teams, the lights on huge outdoor billboards and Good Governance Sun Life is a company that truly lives its a total of 5,000 paddlers, participated in LED signage, as well as, by encouraging 企業管治 “Action Powered by Insight” brand promise. the races. More impressively, over 100,000 employees to switch off their lights at Corporate Citizenship Hence, it was no surprise when it won people, also a record number of spectators, home during the campaign period. Outstanding Achiever three awards at the BENCHMARK Wealth attended the event. Such wide-scale 企業公民 - 傑出表現獎 Management Awards gala dinner. participation has positively increased the Additionally, Sun Life donated movie Marketing Effectiveness company’s brand awareness to 60% among and concert tickets to the Hong Kong 市場推廣 Targeted service improvements insurance owners from 44% in 2008. Breast Cancer Fund, which allowed the Campaign of the Year “Insight is the research, result or feedback organization to fundraise to provide Outstanding Achiever that we gather from our customers Additionally, Sun Life title-sponsored the free breast cancer screening to low- 宣傳推廣年獎 - 傑出表現獎 at every touch point during our daily Deanie Ip Live 2013 three-day concert income women Fresh Fish Traders’ Primary contact,” said Wim Hekstra, Chief Executive at the Hong Kong Coliseum for its target School. For three years, it has donated Officer of Sun Life. “For example, if the client population. To promote the event, food to the school’s students, as well as trend is that customers are going digital, it also sponsored Deanie’s television secured supermarket and birthday cake then our human resources allocation will episode on TVB Jade and advertised at coupons, electric rice cookers, iPads, be changed towards this area and the bus shelters, tram and MTR stations and shoes, stationary, and 4,100 used English- allocation of our marketing budget will outdoor billboards. The event attracted language story books. also be moved to digital marketing.” 39,000 people, garnering additional brand awareness for Sun Life. Over the past three years, the company To improve its customers’ experiences, it has also supported the World Wildlife Fund and actively participated in their energy collected feedback directly from its clients A model corporate citizen with the help of an outside vendor, via saving program, Earth Hours, by turning off Beyond its commitment to its employees the lights on huge outdoor billboards and telephone, online and focus groups. It Wim Hekstra, Chief Executive Officer and customers, Sun Life is also very LED signage, as well as, by encouraging tested every touch point in the customer’s made its investment-linked assurance all employees, Sun Life organized a town committed to the surrounding community. employees to switch off their lights at journey, including the application It supports the Life Underwriters home during the campaign period. scheme (ILAS) monthly statements easier hall meeting for 600 employees to present process, monthly statement, customer Association of Hong Kong’s Life Care to understand and read. them with the roadmap and relevant service, claims, financial consultant, policy Movement Program. Through it, advisors Additionally, Sun Life donated movie action plans for service enhancement,” he surrender, online transaction, financial proactively inform customers about ways and concert tickets to the Hong Kong said. café, and problem solving experiences. To Additionally, Sun Life launched the U-First to donate their entire or part of their policy Breast Cancer Fund, which allowed the include all points of view, Sun Life even Culture Survey to align culture with benefits to charity organizations of their organization to fundraise to provide free employee and advisor expectations. “We asked customers about their dissatisfying Flagship event increases brand choice. breast cancer screening to low-income commenced the project with a quantitative experiences. “The consulting firm helped us women. survey among employees, consultants awareness to use these customer insights to prioritize Further, the company has been a fervent and customers to collect their feedback Since 2008, its trademark event has been supporter of communities in need. The initiatives and conduct action plans that and serve as a benchmark,” said Hekstra. the Sun Life Stanley International Dragon Sun Life Shining Action volunteer team, align with our business priorities,” said Through it, the organization not only Boat Championships. Every year, the event composed of the company’s employees, Hekstra. identified service gaps and streamlined gets bigger and better with new fiber glass advisors, customers, and their families, administrative processes, but also boats, mobile applications and increased organized a campaign to support the Findings from these exercises led Sun Life developed a five year roadmap brochure media coverage via television, radio, social Fresh Fish Traders’ Primary School. For three to develop a new business welcome pack to clearly state and communicate the media and the internet. Sun Life also years, it has donated food to the school’s that includes all of the information that company’s vision and direction. “To make incorporated an e-Mag for iPad users to students, as well as secured supermarket a new customer needs to know. It also this transparent and well understood by provide pre and post event information. and birthday cake coupons, electric rice 50 Company Awards Sun Life 永明金融 The Best List 2013

洞察行動

永明金融介紹公司貼心客戶服務的得獎之道。

Marlynne Bidos 報道小組直接收集客戶意見，並測試客戶服務後的資訊。活動前的部分包括了龍舟的歷款，為低收入婦女免費提供乳癌檢驗服全程中的每一個接觸點，包括：保單申請史、上年度賽果、電視廣告、是日流程以務。程序、月結單、客戶服務、索賠、理財顧及訓練提示。活動後的部分包括是日精彩問、退保、網上交易、「永明理財軒」以嘉年華花絮。連續三年，永明金融支持世界自然基金及解決問題的能力。為囊括各方面的意會，積極參與其節能計劃「地球一小時」。見，永明金融甚至要求客戶陳述自己最不 2013 年共有 242 支參賽龍舟隊伍，合計在活動期間關閉巨型戶外廣告牌的燈光，滿經歷，從而找出改善客戶體驗的地方。 5,000 位選手參加了比賽。更令人讚嘆的並鼓勵員工在家中熄燈支持。「顧問公司幫助我們利用這些客戶洞察，數字是：超過 100,000 位觀眾現場觀看，來安排先後次序改善與我們業務目標相符破了大會歷年紀錄。這樣大規模的參與的行動。」夏說。度，令公司在保險業的知名度從 2008 年的 44％積極增長到 60%。根據這些意見 , 永明金融推出一套全新內容的迎新客戶資料及優化有投資成份的壽此外，為了針對主要客戶群，永明金融冠險計劃的月結單，使它更容易理解和閱名贊助了 2013 年葉德嫻在香港紅館舉行讀。為期三天的演唱會。為了推廣是項活動，永明金融也贊助葉德嫻在無線電視翡翠台播出的宣傳特輯，亦在巴士站、電車站、此外，永明金融又開展了一項「以您為先」地鐵站以及戶外大賣廣告。該活動共吸引文化調查，劃一公司文化與員工和理財顧了 39,000 位觀眾入場，大大提昇了永明問的期望。夏說：「我們在員工、理財顧金融的品牌影響力。問和客戶之中作定量調查，收集他們的意見，並將之作為一個基準」。透過這種方法，公司不僅確定了不同的服務差距、模範企業公民優化行政程序，而且還製作了一份五年公除了對員工及客戶作出的承諾之外，永明司發展來清楚描述和傳達公司的願景和方金融也非常致力於支持周遭社區。公司鼎向。他說：「為了使其透明並讓所有員工力支持香港人壽保險從業員協會的「生命可以充分理解，永明金融更組織了一次傳愛行動」。透過計劃，理財顧問會主動 600 名員工的座談會，解釋路線圖以及介告知客戶將全部或部分賠償捐獻給自己心紹改善服務相關的行動」。儀的慈善機構。

夏哲偉，行政總裁旗艦活動提高品牌知名度此外，永明金融也積極關注社會上有需要的人士。「永明陽光行動」義工隊由公司永明金融是一間真正履行「洞察出行動」行政總裁夏哲偉（Wim Hekstra）說道。自 2008 年以來，公司最重要的品牌活動的員工、理財顧問、客戶及其家庭成員組的公司。因此，公司贏得《指標》財富管「例如：如果客戶選擇數碼化服務已成為是一年一度的「永明金融赤柱國際龍舟錦成。他們一直熱衷於鮮魚行小學。三年來，理大獎囊括一項「最佳表現獎」和兩項「傑趨勢，那麼，我們的人力資源將朝着這方標賽」。活動盛況空前，而且越辦越精「永明陽光行動」向該校學生捐贈食物，出表現獎」的殊榮，實在不足為奇。向配置，我們的推廣預算分配也將因應邁彩，例如採用了全新玻璃纖維船，而且推又派發超市現金券、生日蛋糕換領券、電向數碼化營銷。」出了流動應用程式即時更新賽果，並在電飯煲、皮鞋、文具、iPad，以及 4100 本提昇貼心客戶服務視、電台、社交媒體和互聯網廣泛推廣。英文故事書。此外，永明亦向香港乳癌基「洞察是指我們從日常與客戶交流時收集為了提昇客戶體驗，在獨立顧問的幫助永明金融也為 iPad 用戶開發了電子雜誌金會撥出了電影和演唱會門票，助其籌得來的客戶資料意見或回應。」永明金融下，永明金融透過電話、網絡和客戶重點「e-Mag」，使他們可以及時獲得活動前 52 Company Awards Blue Cross 藍十字 The Best List 2013

Winning these awards means a lot to us, especially when the competition is so fierce in the local A Focus on Change insurance market today.

the plan aimed to alleviate the financial experts, who will help customers estimate Capability Awards 卓越實力大獎 Blue Cross talks to BENCHMARK about the philosophy burden for owners of their pet becoming the eligible claim amounts based on policy Marketing Effectiveness sick, as many animals were abandoned or coverage. This allows clients to plan their 市場推廣 behind its product innovation. put down because their owners could not budget in advance, enabling them to undergo treatment with peace of mind.” Product & Service Innovation By Nicky Burridge afford the cost of treatment. The plan also covers pet owners if their animal causes an Best-in-Class In a bid to make the most of the increasing 產品及服務創新 - 最佳表現獎 accident or injures someone and they have popularity of smart phones, Blue Cross to pay compensation. Use of Technology plan has other features, such as providing a has also launched a Medical Network 科技應用 second medical opinion for critical illnesses iPhone application, which enables insured as a value-added service. Service innovations members to search a network of medical Online Usability Outstanding Achiever service providers through their phones. But the group not only aims to offer 網上功能 - 傑出表現獎 Blue Cross has been pleased with the innovative products, it is also keen to Wan said, “Customers can simply use their market response since the product was first improve the service that its customers iPhones to search for information by type Product Awards 金融產品大獎 launched in June and has high hopes for receive. of doctor, type of medical service, locations Health Care Product its future. Patrick Wan, Managing Director across Hong Kong Island, Kowloon and Best-in-Class of Blue Cross, said, “We are confident that, As a result, it has introduced a paperless the New Territories, or just by a doctor’s 醫療保險產品 - 最佳表現獎 with the increasing awareness of the claims process, known as EasyClaim. name. By using the phone’s GPS function, importance of medical protection among The service enables insured members customers can find any network doctors the public, this new product will be well of selected insurance plans to submit that are nearby. The app will also show received by our customers.” outpateint claims of designated information, such as the doctor’s name, amounts online using scanned copies clinic address, phone number, opening Recognizing the fact that many medical or photographs of medical receipts. The hours and even the exact location of the plans in the market do not include service not only eliminates the risk of a clinic.” dental benefits, the company also offers claim getting lost in the post, but also it a standalone dental plan. With no entry speeds up the claims process. age limit, the plan offers customers an Loyalty program option to “top up” their existing medical In 2012, the firm revamped and upgraded As well as enhancing its services for protection. It includes routine dental costs, its Super Care website for its medical customers, Blue Cross is also keen to such as regular check-ups. Wan explained, insurance customers. The site provides reward loyalty through its online SmartClub “Today, people’s average life expectancy both group and individual medical scheme. The scheme offers online services, is getting longer and longer. Thus, having insurance customers with instant access premium discounts and promotions, as Patrick Wan, Managing Director longer lasting teeth is really important. to a wide range of insurance services well as the SmartPoints Reward Program, Our standalone dental plan is very rare in and information, including schedules of which enables customers to earn points Insurer Blue Cross is constantly striving of its management and staff members the current market.” benefits, a list of its network of medical on insurance policies they buy online to introduce new products to meet the during the entire service process, including service providers, claims forms, information and for referring new customers. They devising new insurance products, evolving needs of its customers, providing on the status of a claim and even health can then redeem the points on gifts or preparing and issuing insurance policies, Pet insurance them with quality services and a worry-free tips. The website has received a lot of cash coupons. Members can also check and providing advice on claim matters. While pet insurance is a popular product life. positive customer feedback. their insurance enrollment history on the With this in mind, it set about designing a in Europe, and was introduced in Japan 10 SmartClub webpage. brand new, flexible, insurance product that New medical plan years ago, Blue Cross was the first insurer Blue Cross also has a Smart MedClaim customers could adapt to cater to their to offer the cover in Hong Kong when it Hotline that offers pre-hospitalization The group recently launched the Tycoon own needs. launched its pet care insurance in 2005, claims assessments to help clients gauge Awards Medical Insurance Plan, after noticing which was subsequently revamped in their eligible claim amounts. Wan said, Wan said it was a great honor for Blue Cross that while focusing on their careers, The Tycoon Medical Insurance Plan offers 2013. Wan said, “Many pet owners treat “Medical costs for hospitalization are often to win three awards. He said, “Winning many businessmen and top executives considerably higher levels of cover than their pets just like their family members. difficult to predict and patients may be these awards means a lot to us, especially were ignoring the importance of looking the firm’s existing Taipan Plan, with annual Today, veterinary consultation costs can surprised when they receive the hospital when the competition is so fierce in the after their health, often failing to treat limits of up to US$2.8 million. Offering a bill. In particular, patients may not be sure be more expensive than medical costs for local insurance market today. It proves conditions until they had worsened. wide range of benefit options, it allows whether medical expenses can be fully or our products and services are recognized customers to tailor-make a flexible personal humans. These high expenses can impose only partially covered by their insurance The company’s dedication to service can medical plan with protection coverage heavy potential burdens on pet owners. policy. By simply calling the Smart by customers and industry practitioners. be summarized in three letters – P, R and of their own choice, and enables them to We saw this ever-growing demand a few MedClaim Hotline before hospitalization, Most importantly, it demonstrates the C – which stand for “prompt”, “reliable”, and afford the best possible treatments in case years ago, and that’s why we decided to Blue Cross’ clients can receive a pre- collective effort and team spirit of all our “convenient”. These concepts are the motto critical illnesses strike out of the blue. The launch the pet insurance.” He added that hospitalization claim assessment from our colleagues.” 54 Company Awards Blue Cross 藍十字 The Best List 2013

力求創新贏得這些獎項對我們意義重大，尤其是在如此競爭激烈的保險業界。藍十字與本刊闡釋其產品創新理念。

Nicky Burridge 報道負擔的最佳治療方法，以度過難關。該計案或醫療收據照片。該服務不僅能避免郵劃還提供增值服務如重大疾病第二醫療意寄過程中遺失索償文件的風險，亦加快了見的額外保障。索償速度。

產品在六月推出後，其市場反應令藍十字 2012 年，公司革新並升級其為醫療保險客戶而設的「Super Care」網站。網站為感到滿意。公司執行董事尹志德表示：「隨團隊及個人醫療保險客戶提供廣泛的即時著公眾對醫療保障的意識提高，我們相信保險服務及資訊，包括保障項目表、醫生此新產品將被客戶廣泛接受。」列表、索償表格、索償進度查詢以及健康錦囊。該網站獲得客戶一致的好評。

意識到市場上眾多醫療計劃並不包括牙科藍十字亦特設一條「至醒醫 Claim」熱線，保障，藍十字設立了獨立的護齒保險計提供入院前索償評估，幫助客戶預計可賠償金額。尹表示：「住院的醫療費用通常劃。該計劃無年齡限制，客戶可以選擇「升難以預計，病人收到醫院帳單時可能會感級」現有的醫療計劃以獲得牙科保障。計到驚訝，也並不確定自己的保單是否足以劃包括日常牙科費用，如日常檢查等。尹繳付全額或只是部份醫療費用。他們只需解釋道：「現時人的平均壽命越來越長。在入院前致電「至醒醫 Claim」熱線，便可收到我們專家計算出的入院前索償評估，因此，牙齒的長久健康亦很重要。我們的這將幫助客戶按保單保障範圍評估入院費獨立護齒保險計劃在現時市場上是較為罕用，因而能夠早有預算，安心接受治療。」見。」為應對智能手機使用量增長的趨勢，藍十字推出「藍十字醫療網」iPhone 應用程式，寵物保險讓客戶可以透過智能手機搜尋合適的醫藍十字是首位在香港提供寵物保險的公生。尹說：「客戶可透過 iPhone 輕鬆按醫生類別、醫療服務種類、港、九、新界等司，於 2005 年首次推出「智得寵」，並地區或直接輸入醫生姓名來進行搜尋，也於 2013 年更新該產品。尹表示：「許多可使用 GPS 功能可搜尋就近的醫生。該程寵物主人對待寵物就如家人一樣。今天，式亦會顯示醫生姓名、診所地址、電話號獸醫收費可能較一般人的醫療費用更為昂碼、診症時間及診所確實位置等資訊。」貴。並為寵物主人帶來沉重負擔。我們幾年前看到這個需求的增長潛力，因此決定忠實計劃推出寵物保險。」他補充道，該計劃旨在藍十字亦透過網上「至醒會」計劃獎勵忠尹志德，執行董事減輕寵物主人的負擔，很多寵物在生病時實客戶。該計劃提供網上服務，保費折扣被主人遺棄或放棄治療，只因主人無力承及如「至醒積分」獎賞計劃的推廣活動，藍十字（亞太）保險有限公司不斷推出創靠 )、而 C 代表 Convenient ( 方便 )，令公受龐大的醫療開支。讓客戶可透過在網上購買保單及介紹新客新及適時的產品，以迎合客戶需要，令「無司上下在整個流程中無論在投保、發出保戶來賺取積分。客戶可使用積分兌換禮品憂生活由此起」。單、索償等方面都體現這些特點。本著此計劃亦為寵物的主人提供保障。一旦他們或現金券。「至醒會」成員亦可在「至醒理念，藍十字設計此全新產品時十分注重的寵物造成意外或傷害第三者，計劃會為會」網頁上查看他們的保險購買記錄。創新醫療計劃其靈活性，讓客戶因應自己的需要調整保第三者支付賠償。不少職場人士及高層管理人員在追求職場單內容，令他們能快捷妥善地獲得保障。獲獎感言成功感的同時，往往忽視了自身的健康問服務創新尹表示，獲得產品及服務創新獎和醫療保題，錯過最佳治療時機而導致情況惡化。與藍十字現有的「大班」計劃比較，「大藍十字不僅致力於提供創新產品，亦努力險產品獎，藍十字深感榮幸。他說：「贏有見於此，藍十字最近推出了「大亨」醫亨」醫療保險計劃進一步提供全方位的保提高客戶服務水平。得這些獎項對我們意義重大，尤其是在如療保險計劃。障，每年綜合賠償額高達 280 萬美元。該今競爭激烈的保險業界。這證明我們的產計劃包括一系列的保障選擇，讓客戶度身因此，公司引入了無紙化索償程序，稱作品及服務獲得客戶及業界的支持及肯定。藍十字一直堅持實踐「PRC」服務理念，設計適合的個人醫療計劃，悉隨己意選擇 EasyClaim。該服務讓部份保險計劃的受保更重要的是，這體現了我們所有員工的共 P 代表 Prompt ( 快捷 )、R 代表 Reliable ( 可所需保障範圍，在危疾發生時能夠選擇可人在網上提交指定門診索償文件的掃描檔同努力及團隊精神。」 56 Company Awards FWD 富衛 The Best List 2013

Customers are always our top priority. Satisfaction Guaranteed planning consultations in a very exclusive company plans to implement this service Capability Awards 卓越實力大獎 and personal meeting environment with in the first quarter of 2014. Wong believes Customer Experience it will provide customers with peace of FWD tells BENCHMARK how its well-developed culture state-of-the-art facilities. “The C Lounge 客戶體驗 provides an important platform for our mind during their time of need and also FWD advisors and strategic partners, help facilitate FWD’s communication with Customer Commitment led to two best-in-class awards. its customers on claims requirements and Best-in-Class including bank partners, brokers and 客戶承諾 - 最佳表現獎 By Wai-land Tai independent financial advisors, who can procedures. As such, FWD’s eService will invite their high-net worth clients over for help speed up the overall processing time. Good Governance a private discussion,” said Wong. “We are devoted to providing our clients 企業管治 with excellent customer service embracing Employee Engagement The C Lounge includes five conference user-friendly technology,” said Wong. Best-in-Class rooms and one large boardroom equipped 員工投入度 - 最佳表現獎 with the latest facilities and technology. Winning culture Special Award 特別獎項 These conference rooms can be combined While the customer is the number one Social Media Engagement together to offer sufficient space for priority, Wong is keen to stress that Outstanding Achiever 社交媒體聯繫獎 - 傑出表現獎 seminars for more than 120 people. providing excellent service cannot be achieved without talented staff. Indeed, The C Lounge is just one of the results FWD recognizes that talented individuals of the company’s initiative to improve are its most valuable property. the service quality for its valued customers. Wong stresses that FWD will FWD is committed to developing a strive to improve customer satisfaction winning performance culture within the continuously. “Our plan is to leverage the company by engaging its employees latest technology to provide user-friendly in organized activities. Wong said that and hassle-free services to our customers,” FWD has designed and implemented a said Wong, a 30-year veteran in the comprehensive and participative human- insurance industry who started his career capital strategy that encourages both in Canada. the management team and employees to work hand in hand. “We will continue David Wong, Chief Executive Officer of FWD Hong Kong & Macau, Executive Vice President of the Greater China Region Any time, any day to promote a stronger staff engagement culture in order to attract and retain the Recognizing that today’s generation lives best people in the industry and deliver and works very differently to those of impressive business results to become the It’s easy to tell what FWD values most In line with the customer-centric approach, yesteryear, FWD has also expanded its employer of choice,” he noted. when you speak with David Wong, Chief the company in 2012 opened the C customer service hotline to handle client Executive Officer of FWD Hong Kong & Lounge, a dedicated VIP centre for its high- matters 24 hours a day. “We have noticed In addition to team-bonding activities, the Macau and Executive Vice President of the net worth clients. As the name suggests, that our customers’ lifestyles have changed company also conducts a training-needs Greater China Region. As the old saying to less traditional working hours, thus we the C Lounge provides FWD customers analysis (TNA) to find out what type of are enhancing our service to help manage goes: The customer always comes first. with a more private, and yet inviting concerns and needs its employees have. As their financial needs in a flexible way,” said surrounding for them to discuss their a result of this, the company has devised a Wong. “As the only insurer in the market While it may be a cliché, Wong believes financial planning needs. yearly training plan based on the findings providing this 24-hour hotline service, we that being “customer-centric” is the guiding from the TNA. are confident that it will be well received principle for doing business. “Customers Personalized service by our customers.” In the previous TNA survey, the company are always our top priority,” said Wong. Located on the top floor of FWD Financial learned that its employees ranked “We highly value the virtues of customer Centre in Central, the C Lounge truly offers Not only can FWD clients now make service in developing and fostering long- “negotiation and influence” highly as its customers the high life. It functions as enquiries over the phone any time they one of the most important training skills term relationships with new and existing a service hub where the sales teams from want, but also soon customers will also and, consequently, 40% of the managers customers.” different channels can meet with clients have the ability to submit their claims recommended their staff to undergo this to provide them with professional wealth- online through FWD eService App. The 58 Company Awards FWD 富衛 The Best List 2013

保證滿意我們一向以客為先。富衛談其深厚的企業文化如何助其榮獲兩項最佳表現獎。

Wai-land Tai 撰文 training. The analysis also revealed that 要的平台，讓他們可以邀請高淨值客戶到因此，富衛的 eService App 將有助於加快為了加強管理層和員工之間的溝通，公司 most of its staff preferred one-day courses 『C Lounge』進行私人會談」。整體個案處理時間。黃說：「我們一直致還組織座談會來促進雙向對話。這些會議 because of their hectic work schedules. 力運用人性化的科技來提供卓越的客戶服讓黃大偉先生及其團隊可以利用非正式、 With this in mind, the company designed 「C Lounge」設有五個會議室和一個大型務」。面對面的方式向員工傳達公司的未來動向 the “Influencing at Work” training course as 會議室，全部配備最先進的設施和技術。和最新業績。同時，員工也可以向管理層 a one-day workshop. To accommodate the 這些會議室可以組合使用，足夠召開超過直接提出疑問。 respondents’ needs, 90% of FWD’s training 120 人的研討會。文化制勝 programs are now one-day workshops. 我們一向以客戶為先，黃強調，優質服務與此同時，50 名高層經理的外遊不僅對他有賴員工落實執行。事實上，富衛了解到 To enhance communication between 「C Lounge」是公司主動為尊貴客戶改善們是一種獎勵，更讓中層管理人員能夠將優秀人才是公司最寶貴的資產。 senior management and staff, the company 服務質素的成果之一。黃強調，富衛將不公司的策略轉化為具體計劃和行動，讓他 also holds townhall meetings to facilitate 斷努力改進，讓客戶更感滿意。們能夠下達指令給團隊來執行。 two-way dialogue. These meetings allow 富衛致力於透過員工參與公司組織的活 Wong to communicate the company’s 黃的職業生涯始於加拿大，從事保險行業動，以發展出成功的績效文化。黃說，富黃總結道：「我們相信，一個開放的溝通 direction and update staff on the latest 30 載的他這樣說道：「我們計劃利用最新衛設計並實施了全面的參與式人力資本策文化，是調整個人方向、使員工投入參與 business results in a less-formal face-to- 的技術，為客戶提供人性化的無憂服務」。略，鼓勵管理團隊和員工雙方攜手合作。達到公司目標的關鍵」。那就是「以客為 face setting. At the same time, employees 他補充說：「我們將繼續促進更強的員工先」的精神。 can also direct questions to management. 隨時服務參與文化，以吸引和留住行業內最優秀的人才，創造出色的業績，以成為員工在行 Meanwhile, the Top 50 Managers’ Retreat, 富衛有感新一代年輕人的生活和工作風格業中的首選僱主」。 more than just a reward, allows middle 與以前大不相同。故此，公司擴展了其客 management to translate the company’s 戶服務熱線，擴展至每天 24 小時處理客 strategies into concrete plans and actions, 黃大偉，富衛香港及澳門行政總裁兼大中華區行政副總裁除了建立團隊默契的活動外，富衛還開展戶事宜。 which they can escalate down to their 了培訓需求分析（TNA），找出員工關注 teams to execute. “We believe an open 之處以及其需要。基於培訓需求分析的結黃表示：「我們注意到，客戶的生活模式 communication culture is the key to 俗語有云：「以客為先」。與富衛香港及正如其名，「C Lounge」為富衛保險集團果，富衛設計了相關的年度培訓計劃。日漸改變，不再拘泥於傳統的工作時間。 aligning individual goals and engaging 澳門行政總裁兼大中華區行政副總裁黃大的客戶提供了更私人、更舒適的環境，方 every employee to achieve the company’s 因此，我們正在加強服務，幫助客戶以靈偉先生交談，大家便不難發現富衛保險非便理解他們的理財策劃需求。在之前的培訓需求分析調查中，員工將 objectives,” said Wong. And that is to 活的方式處理財務需求」。他續說：「作常重視這個原則。「談判和影響能力」看作是最重要的訓練 always put customers’ priorities first. 為市場上唯一提供此 24 小時熱線服務的技能之一。因此，40％的經理建議員工接貼心服務保險公司，我們相信服務將深受客戶歡聽起來似乎是老生常談，但黃認為「以客受該培訓。「C Lounge」位於中環富衛保險集團金融迎」。戶為中心」確是生意經營之道。中心頂層，真正為客戶提供貼心的服務。分析還表明，由於工作日程繁忙，大多數作為服務樞紐，不同渠道的銷售團隊可以富衛的客戶現在不僅可以透過電話在任何黃表示：「我們一向以客戶為先。」他續說：員工傾向選擇為期一天的培訓課程。考慮在這裡此與客戶會面，在不受騷擾及設備時候作出查詢，而且客戶也將快可以透過到這一點，公司將今年的「工作影響力」「我們非常重視與新舊客戶建立長久的良先進的私人環境下為客戶提供專業理財方富衛 eService App 在網上提交索償請求。培訓課程設計成為為期一天的研討會。為好合作關係。」案。了適應受訓者的需求，現在富衛 90% 的公司計劃在 2014 年第一季度推出此項服培訓計劃都以為期一天的研討會形式進秉持着「以客為先」的方針，公司於 2012 黃說：「『C Lounge』為我們富衛的理財務。黃認為，該項服務不僅會在客戶有需行。年開設了全新的尊貴客戶服務中心「C 顧問和策略合作夥伴（包括：銀行合作夥要時為其提供貼心服務，也有助於促進公 Lounge」，為高淨值客戶提供專門服務。伴、經紀和獨立財務顧問）提供了一個重司與客戶就理賠要求方面的溝通。 60 Company Awards Ageas Insurance 富通保險 The Best List 2013

The awards are solid proof of our successes in building brand awareness through different channels. Ageas Shines

Social media engagement image. Named as a 10 Consecutive Years Capability Awards 卓越實力大獎 Ageas’ marketing campaign stole the show, leading the Caring Company, Ageas is very active in Beyond television, Ageas used mobile Marketing Effectiveness pack in the insurance industry. technology to give its advertising corporate social responsibility programs. 市場推廣 Ageas has enabled the Hong Kong PGA campaign a modern twist. The company Campaign of the Year By Marlynne Bidos built Ageas AR to target the growing Championship – which played a pivotal Best-in-Class population of mobile smartphone users. role in golf’s development in Hong Kong 宣傳推廣年獎 - 最佳表現獎 The application – available for free at the from the mid-1970s onwards – to return to Special Award 特別獎項 app store – allows users to scan the QR the calendar in 2010. “Ageas has devoted Ageas’ innovative marketing campaign Social Media Engagement received high praise from the jurors and code on any of Ageas’ advertising visuals. considerable resources to encouraging Best-in-Class won the coveted best-in-class awards Once scanned, the application converts healthy living in the city, especially by 社交媒體聯繫獎 - 最佳表現獎 for Campaign of the Year – Insurance static images from the billboards to motion promoting the development of sports. and Social Media Engagement Award videos. As part of our strategic marketing plan to – Insurance at the BENCHMARK Wealth enhance brand awareness, the sponsorship Management Awards gala dinner. “The To unveil Ageas AR, the company held a creates a win-win situation,” said Fraser. awards are solid proof of our successes launch event which invited its 3,000 staff Thus far, notable golfers, such as Unho in building brand awareness through and agents to experience the application Park, Lam Chi Bing and Wayne Grady have different channels,” said Stuart Fraser, via their own smartphones. To assist participated in the tournament. Chief Executive Officer of Ageas Insurance agents in demonstrating the application to clients, a Youtube channel showcasing the Company (Asia) Limited. “This is recognition Ageas’ employees also roll up their sleeves application’s functionalities was created. of the resources and marketing effort we to participate in community activities to made with a view to enhance our brand show their true commitment to being image as a creative and forward-looking Still, no marketing campaign would be a “partner” in insurance. Some have insurance company. Being a winner will complete without a Facebook fan page. volunteered with Habitat Youth Build, drive Ageas further.” Ageas used Facebook to neatly tie together all of the moving pieces of its advertising a non-profit housing organization that efforts. In addition to sharing news about aims to eliminate poverty that Ageas has Innovative marketing campaign its products and incentives, the company’s supported for two consecutive years. Facebook fan page is a forum for sharing “Partners in Insurance” was the central “Habitat and Ageas share the same theme of Ageas’ innovative advertising what its spokespeople were doing and a landing page for those using the mobile objective of helping people to enjoy a campaign. Launched in the fourth quarter application. And this strategy has worked better life. Habitat helps those in need of 2012, the campaign has promulgated its well. In only one year, the fan page has to improve their living standards, while messages in a variety of places, including grown by 163% to nearly 5,000 fans. Ageas offers its clients tailor-made financial outdoor billboards, TVC infotainment protection. We are very honored to support series, bus shelters and MTR stations. It was no surprise that the jurors were this meaningful organization,” remarked “amazed by Ageas' innovative outreach Fraser. One of its most popular advertising to customers via the social media space". approaches was its invitation of renowned And data proves that the public has Ageas will continue to push the envelope Stuart Fraser, Chief Executive Officer artist Dodo Cheng – who is widely equally taken notice. Ageas’ advertising initiatives have steadily increased its brand to engage the public in innovative ways recognized for her acumen in managing awareness. In 2012, its brand awareness money – to host its campaign together via marketing and corporate citizenship was at an impressive 60%, up from 45% in avenues. Fraser promised that in the with Ageas’ Spokesperson Dayo Wong. 2011. Further, Ageas’ advertising awareness coming years “Ageas will continue to The reunion of Dodo and Dayo, since their ranked 6th in the market in 2012. work together as actors on the television nurture long-term customer relationships sitcom, War of the Genders, attracted a Corporate citizenship boosts its with a holistic approach toward financial lot of public attention. Dodo and Dayo’s planning that is based on three pillars: collaboration in Ageas’ TVC series included brand protection, savings and investment to video clips about financial planning tips Ageas’ support and participation in high allow customers to take good financial in humorous and interactive ways that profile community initiatives has also care of themselves at different stages of appealed to the public. positively bolstered the brand’s public their lives”. 62 Company Awards Ageas Insurance 富通保險 The Best List 2013

熠熠生輝 Facebook 與大眾交流的途徑的策略非常成功。僅僅一年，富通保險專頁關注者就增富通保險的市場推廣令公司在保險業長 163%，粉絲激增至 5,000 多位。 A Newcomer Excels 遙遙領先。評審團評價：「就富通保險透過社交媒體 Marlynne Bidos 報道聯繫客戶的創新推廣，我們感到十分驚 A veteran insurance provider tells BENCHMARK how it is 喜。」數據亦反映，公眾對富通保險的推廣深感興趣。富通保險的廣告計劃加強其 capturing the Hong Kong market. 品牌知名度。在 2012 年，品牌知名度對 By Marlynne Bidos 比 2011 年由 45%，提高至 60%。此外，富通保險的廣告知名度在 2012 年市場排 In only two years since ACE Life Insurance 名亦躍升至第 6 位。 Company Limited (ACE Life), commenced operations in Hong Kong, the company is 企業公民提升品牌 already garnering recognition by winning two outstanding achiever awards at the 富通保險積極參與公益活動亦正面帶動品 BENCHMARK Wealth Management Awards 牌的形象。富通保險的企業公民信念，讓 gala. “Getting these awards means a lot 他們連續十年獲商界展關懷標誌。富通保 to us. It's a validation to our commitment 險冠名贊助香港職業高爾夫球錦標賽，使 to offering exceptional products in Hong 這項自 1970 年代中起就對香港高爾夫球 Kong,” said Diana Kwan, Chief Marketing Officer at ACE Life. 業發展起到關鍵作用的賽事，在 2010 年重回香港高球界。司徒富瑞表示：「富通 Top notch critical care product 保險投放大量資源鼓勵都市人健康生活， ACE Life, part of the ACE Group, one of the 特別對推動體育發展不遺餘力。贊助高球 world’s largest multiline property 司徒富瑞，富通保險 ( 亞洲 ) 有限公司監賽事對香港體育發展及我們品牌的知名度 and casualty insurers, is seizing the 富通保險的創新推廣活動獲得評審團好視廣告系列片的合作中，以幽默和互動的有著雙贏效果」。知名球手如朴安侯（Unho opportunity to serve Hong Kong’s critical 評，在《指標》財富管理大獎頒獎晚宴中方式傳遞理財策劃技巧，廣受大眾歡迎。 Park）及前美國PGA 錦標賽冠軍級人 care needs. Its Super Care Critical Illness Series offers comprehensive critical illness 榮膺宣傳推廣年獎（保險）最佳表現獎及馬——韋恩．格雷迪（Wayne Grady）都 protection, covering early to late stage 參與了今年的賽事。社交媒體聯繫獎（保險）最佳表現獎。富社交媒體維繫客戶 illnesses, plus a multiple claim option. 通保險行政總裁司徒富瑞表示：「這些獎除電視之外，富通保險也運用移動技術為 The series includes the Super Care Critical 項肯定了我們就成功打造卓越品牌方面所廣告推廣帶來現代感。有見於智能手機的此外，富通保險還連續兩年參與旨在消除 Illness Protector and Super Care Multiple 付出的努力，並得到各界的認同。我們會用戶大幅增長，富通保險推出嶄新「理財貧窮的非牟利機構——「仁人家園建屋之 Protection Benefit, which together provide 運用創新市場推廣策略，推動公司走在市好拍檔」AR app。應用程式可在手機平旅」活動。司徒富瑞指出 :「仁人家園和富 coverage of up to eight critical illness 場最前。」台免費下載，用戶只需掃描廣告上的 QR 通保險的共同理念是協助他人建立更美好 claims. code，即可直接下載 Ageas AR app 。啟的生活。仁人家園幫助有需要的人提高住動 app 後，該應用程式就會將廣告牌上的 The Super Care Critical Illness Protector 市場推廣力求創新屋水平，而富通保險幫助客戶度身定制生 covers up to 65 major illnesses with 靜態影像轉換為動態視頻。活安全網。我們很榮幸支持這個意義非凡「理財好拍檔」是富通保險創新廣告推廣 Diana Kwan, Chief Marketing Officer protection up to age 100. Additionally, it 的核心主題。該推廣於 2012 年第四季度的組織。」 covers 17 specific early stage and special 為助應用程式打響頭炮，富通保險更舉辦 illnesses. Upon diagnosis of any of the 作跨平台的推出，包括戶外廣告牌、電視隆重啟動儀式，邀請三千員工及營業員親 covered early stage and special illnesses, 廣告系列、巴士站及全線港鐵站等。富通保險將繼續以創新思維推廣品牌，並身體驗應用程式，大眾更可透過富通保險 such as angioplasty and carcinoma-in-situ, 積極肩負起企業公民的責任，讓更多人認 Youtube 頻道了解有關示範。 up to 25% of the face amount will be paid 其中最受歡迎的廣告之一就是邀請了理財同富通保險的品牌理念。司徒富瑞承諾， in advance to help cover the medical costs or living expenses of the insured. 有道的星級藝人鄭裕玲，以及富通保險代當然，市場推廣活動也不能缺少 Facebook 在未來數年「富通保險會與客戶建立長遠言人黃子華，一同參與廣告及宣傳活動。平台。富通保險用 Facebook 推廣所有流伙伴關係，為他們訂立一站式的保障，儲 As angioplasties have become more 鄭和黃曾在電視喜劇《男親女愛》中拍檔動廣告資料。除了分享公司最新資訊及一蓄及投資理財方案，以實踐各個人生階段 common, the plan has special provisions 而吸引不少市民關注。他們在富通保險電系列客戶獎賞外，富通保險及其代言人以的理想。」 for the insured and up to two claims are 64 Company Awards ACE Life 安達人壽 The Best List 2013

We think flexibility is important for financial products because people go through different stages of life and will have different economic needs. 同業新秀

經驗豐富的保險公司與本刊分享如何捕捉 Product Awards 金融產品大獎 A flexible retirement plan people like and what they look for in retirement products,” said Kwan. Critical Illness Insurance The Forever Diamond Plan, introduced in 香港市場機遇。 Outstanding Achiever August 2012, is a high savings plan that 危疾保險產品 - 傑出表現獎 offers both guaranteed cash coupon and Customer-focused consultant Marlynne Bidos 報道 Retirement Product life protection, suitable for people looking training Outstanding Achiever for a regular guaranteed income after 退休產品傑出表現獎 ACE Life has invested significant resources - retirement. The plan offers a guaranteed in training its 1,500 consultants to sell their lifetime coupon of 2.5% of the face plans. In addition to a fact sheet and sales amount until the insured reaches age 100, illustrations, it has introduced a micro- commencing from the 2nd anniversary allowed. Upon a doctor’s recommendation site which serves as an online guide to of the policy. It also affords customers and completion of an angioplasty give customers information about the the flexibility to convert the guaranteed operation, customers are eligible to claim savings behaviors of Hong Kong people lifetime coupon and the annual dividend an early stage and special illness benefit and the trends of interest rates of Hong to cash according to their retirement needs of up to 25% of the face amount payable Kong dollar deposits and inflation to help without the need to apply for a policy loan them understand market conditions and for each claim. There is no waiting period or to surrender the policy. required between submission of the first possible solutions that they can consider to build their savings. Kwan added, “ACE Life and second claims. The plan also provides Further, it offers two death benefit options. also provides a lot of soft skills training to a coverage period for severe asthma up to The Level Death Benefit Option provides our consultants to enhance their abilities age 65, as compared to the market average savings and life protection according to communicate with customers.” which limits coverage up to age 18. to customers’ needs. Conversely, the Alternative Death Benefit Option is In terms of what consumers can expect The Super Care Multiple Protection Benefit designed for customers who already have from ACE Life as it continues to grow its is a supplementary benefit designed to sufficient life protection and are looking for products and services in Hong Kong, Kwan complement the Super Care Critical Illness savings tools. said, “We will continue to develop diverse Protector. The rider covers 62 multiple protection products as we look at market protection major illnesses and provides Most impressively, the plan provides a trends and key customer concerns. We up to four claims. And given that the complimentary terminal illness benefit. If will also be expanding our distribution recurrence rate of cancer is higher than the insured is diagnosed with a terminal channels to meet our customers’ needs. other major illnesses, up to three claims for illness and has a life expectancy of six 關麗明，首席市務總監 And we will continue to provide good months or less, he or she can choose to cancer may be payable in order to provide customer service to our consultants to apply for the terminal illness benefit, which comprehensive cancer protection when make sure that, when they go talk to is equivalent to 92.5% of the death benefit, combined with the Super Care Critical customers, they understand what their 安達人壽保險有限公司 (「安達人壽」) 是品包括了「星級『倍康健』危疾保障計劃」 to help relieve the financial burden from Illness Protector. concerns are and can provide the right 安達集團的成員公司。安達集團是全球最以及「星級『倍康健』多重危疾保障」， medical expenses. Kwan remarked, “We product that meets their needs.” 大的多元財產及責任保險公司之一。安達兩項產品合共提供多達八次的危疾賠償。 Its Super Care Critical Illness Series is think flexibility is important for financial 人壽在香港成立至今的短短兩年內，已在 among the top three best-selling products products because people go through 「星級『倍康健』危疾保障計劃」涵蓋 65 《指標》財富管理大獎頒獎典禮上奪得兩 of the company. Kwan said, “It has been different stages of life and will have 種嚴重危疾，保障期可達至受保人 100 very well received. As a customer-focused different economic needs.” 項傑出表現獎，成績令人鼓舞。安達人壽歲。此外，計劃還包括了 17 種早期危疾 company, we also initiated a conversion 首席市務總監關麗明女士表示：「贏得這及特別疾病。如不幸罹患這些受保的早期 program which allows selected existing Unsurprisingly, this plan, too, has been 些獎項對我們來說意義重大。這肯定了我危疾及特別疾病，例如：血管造形術及原 customers to convert their existing critical successful. Kwan attributes this success 們在香港提供卓越產品的承諾。」。位癌，計劃會發放高達保障額 25% 的預 to the preparation work done prior to illness plan to the Super Care Critical Illness 支賠償，受保人可用於支付醫療費用或生 launching the plan. “We did extensive Series during the campaign period. Not 活開支。 research in the market about the money 一流危疾保險產品 a lot of companies will offer these types that needs to be put aside for retirement of conversion programs to their existing 安達人壽把握香港危疾保險產品需求殷切由於血管造形術日漸普遍，此計劃提供特 for Hong Kong people. We conducted customers.” 的機會，推出「星級『倍康健』危疾產品」別保障，讓受保人可索取高達兩次賠償。 extensive customer and agent focus 系列，提供全面的危疾保障，涵蓋早期到 groups to understand the features that 依據醫生的建議並完成血管造形術後，受末期疾病及多次索償方案。這一系列的產保人可提出早期危疾及特別疾病理賠申 66 Company Awards ACE Life 安達人壽 The Best List 2013

由於人在不同的人生階段有不同的財務需要， Smarter Protection 因此我們認為靈活性對金融產品是非常重要。 Prudential tells BENCHMARK how its mobile solutions offer immense value-added services.

By Wai-land Tai 請。每次賠償可高達保障額的 25%。提交障。相反，「其他身故賠償選擇」方案是隨着安達人壽在香港的產品和服務不斷發第一次與第二次之索償更毋須等候期。計專為已經有足夠壽險保障並以儲蓄為主的展，就消費者方面，關說：「我們會留意 Mobile solutions 劃也為受保人提供嚴重哮喘疾病保障至 65 客戶。市場的發展趨勢以及客戶關注的範疇，以 Besides providing financial planning advice, 歲，而目前保險市場就此類疾病的保障期持續發展多元化的保險產品。我們也將擴 the sites allow users to make appointments 平均至受保人 18 歲。令人印象深刻的是，該計劃提供了免費的大我們的分銷渠道，以滿足廣大客戶的需 with a Prudential consultant and also offer 末期疾病保障。如果受保人被診斷罹患末求。我們亦會繼續為我們的保險顧問提供 a simple-to-use financial calculator to 「星級『倍康健』多重危疾保障」是「星期疾病，並且預期只有六個月或不到六個良好的客戶服務訓練，確保他們跟客戶溝 ascertain savings needs in just a few easy steps. To accommodate customers’ desires 級『倍康健』危疾保障計劃」的附加保障。月的壽命，他或她可以選擇提取相等於身通時，能夠了解客戶的需要，並提供合適的產品來滿足客戶需求。」 for convenience, efficiency and immediate 此附加保障覆蓋了 62 種多重保障嚴重疾故賠償 92.5% 的末期疾病保障賠償，以減病，提供多達四次的賠償。由於癌症的復 solutions, Prudential also provides these 輕醫療費用的負擔。關麗明表示：「由於 services on a mobile application, which 發率高於其他嚴重疾病，連同「星級『倍人在不同的人生階段有不同的財務需要， is available for download on the iPhone 康健』危疾保障計劃」，本附加保障計因此我們認為靈活性對金融產品是非常重 for free. “As a health protection provider, 劃一起可以為受保人提供多達三次癌症賠要。」 Prudential believes it is important not 償，為客戶提供貼心的癌症保障。 only to offer financial protection, but also to provide knowledge and care to help 「星級『倍康健』危疾產品」系列是安達安達人壽的「『星鑽』儲蓄壽險計劃」深 customers improve their long-term health,” 人壽最熱賣的首三項產品之一。關稱 :「該受用戶的喜愛。關麗明將成功歸功於計劃 said Chiu. 產品系列非常受歡迎。作為一間以客為先推出前的準備工作。關解釋：「我們做了的公司，我們特別推出了一個轉換計劃，詳細深入的市場研究工作，探求香港人需 One of the useful tools available for customers is the PRUmyhealth Zone, an 讓特選的現有客戶在推廣期內，將現有的要為退休撥備多少儲蓄。我們組織了以客 online health-assessment platform that 危疾計劃轉換至星級『倍康健』系列。現戶和保險顧問為中心的研究小組，以便了 will guide customers through a series 時較少公司會推出此類轉換計劃予現有客解大眾的需要，以及大家所尋求的退休產 of questions covering various health 戶。」品」。 categories. “Within 15 minutes, users can receive a personal score, known as a Q 靈活退休金保險計劃 Score, showing the status of their health 客戶至上的保險顧問培訓「『星鑽』儲蓄壽險計劃」在 2012 年 8 against people of the same age and 安達人壽投放了大量資源，培訓旗下逾 gender,” said Chiu. “Afterwards, users can 月推出市場，是一個高儲蓄計劃，提供保 Jones Lam, Deputy Chief Agency Officer for Professional Development 1,500 名保險顧問來銷售保險計劃。除了 enroll in a 12-week health program to track 證現金入息及人壽保障，適合尋求退休後產品小冊子及建議書外，公司也推出微型 their health progress.” 有定期保證收益的客戶。由第二個保單週 With Hong Kong having one of the highest much data available out there in the virtual 網站作為網上指南，為客戶提供更多資訊年日起，計劃會派發相等於保障額 2.5% smartphone penetration rates in the world world, providing customers with valuable This unique online platform offers 包括香港人的儲蓄習慣、港元存款利率和的終身保證入息，直到受保人 100 歲。 and most people practically glued to resources and useful tools is paramount. customers an entirely new way to evaluate 該計劃還允許客戶靈活根據自己的退休需通貨膨脹的趨勢等，以幫助他們了解市場 their devices everyday, it’s no wonder that “We are proud of our online mini-sites, their health status and then learn how to 要，提取終身保證入息和週年紅利，而毋情況及可行的理財方案，從而協助客戶建 Prudential sees mobile as one of the most such as PRUmychild, PRUmyhealth and improve it with practical tips and guidance. “We constantly leverage new technologies 須申請保單貸款或退保。此外，它提供了立自己的儲備。關補充說：「安達人壽還 exciting trends in the insurance industry. ‘Your Retirement Number’, which are one- with our mobile apps, sales devices, 兩種身故賠償方案。「固定身故賠償選擇」為保險顧問提供了很多軟技巧的培訓，以 stop sites packed with information, tools electronic policy submission and mobile 方案根據客戶的需要提供儲蓄和壽險保提高他們與客戶溝通的能力。」 In recent years, the company has made and calculators,” said Benjamin Chiu, Senior payment options to enhance the customer streamlining its online devices and mobile Director of Digital & Channel Marketing at experience,” said Sam Lim, Senior Director applications one of its top priorities. With so Prudential Hong Kong Limited. of Customer. Prudential 英國保誠 68 Company Awards The Best List 2013

As a health protection provider, Prudential believes it is important not only to offer financial protection, but also to provide knowledge and care to help customers improve their long-term health. 智能保障

Capability Awards 卓越實力大獎 Happy salesmen for Professional Development, explained that financial consultants also go through Customer Experience Prudential has also extended the benefits specific courses with valuable case studies 英國保誠解釋流動裝置服務如何提供優越客戶體驗 of mobile applications to its agency force. that help them better understand the Customer Loyalty & Retention “PRU Compass, a tablet app that functions needs and communication skills required 增值服務。 Best-in-Class as a financial sales tool and supplements to deal with these different age groups. 客戶忠誠與保留度 - 最佳表現獎 communication between the client “As well as helping financial consultants relate to older age groups, we also ensure Wai-land Tai 撰文 Good Governance and the financial consultant, helps our financial consultants are well versed in the 企業管治 consultants to make sales presentations, submit applications online (with an different investment strategies for these Training & Development generations,” said Lam. Outstanding Achiever e-signature) and provide after-sales service, 培訓與發展 - 傑出表現獎 all through a state-of-the-art platform,” said Chiu. That means sales representatives can Smarter kids Use of Technology It’s always good if you can get them while 科技應用 conduct business with customers almost anywhere from a Starbucks coffee shop or they’re young. “At Prudential, we believe Online Usability a dai pai dong and submit applications on financial literacy should be advocated as Best-in-Class early as possible. Studies show children in the spot with mobile payments. 網上功能 - 最佳表現獎 particular can greatly benefit from earlier education in financial matters,” said Lim. “We are one of the first insurance firms in Hong Kong to introduce the online One of Prudential’s flagship financial policy submission system and will expand literacy programs for children is the award- its scope in future years,” he said. “We will winning Cha-Ching Money Smart Kids continue to review the market needs and series, which teaches children between the enrich our product range to provide more ages of 6-12 basic financial concepts. choices and convenience to customers.” Launched in collaboration with the 林德軒，客戶高級總監趙汝俊，數碼及通道行銷高級總監 Cartoon Network, the animated musical Wealth of privileges cartoon series is broadcast in seven 香港是全世界智能手機普及率最高的市場步驟，用戶就可以初步了解其儲蓄需要。 One of the company’s recent initiatives is Asian markets, covering Hong Kong, 之一，大多數人幾乎每天都機不離手，難為了適應客戶對於簡易、高效和即時的解 PRUprestige, an invitation-only program Indonesia, Malaysia, the Philippines, 怪英國保誠認為流動裝置服務將成為保險決方案需求，英國保誠還提供了一個流動 that recognizes its valued customers for Singapore, Thailand and Vietnam. The 行業中最令人振奮的趨勢之一。裝置應用程式，用戶可以在 iPhone 免費下 their continued support. PRUprestige cartoon uses music videos to help 載。 offers VIP customers a wealth of privileged children develop a basic understanding 近幾年，英國保誠將精簡網上服務及流動 services and benefits tailored to their of the four fundamental pillars of money personal lifestyle and tastes. management: earn, save, spend and 應用程式列為首要任務之一。虛擬世界擁趙說：「作為醫療保障提供者，英國保誠 donate. 有大量的可用數據，因此，為客戶提供可認為對於客戶來說，重要的不僅是提供經 “We have hosted several large-scale 貴資源和有用工具將極為重要。濟上的保障，還需關懷客戶並向他們灌輸 events over the years and we provide our The insurer has also organized financial 有用的提供醫療知識，幫助客戶改善長期 customers with special experiences money literacy workshops in Hong Kong through 保誠保險有限公司數碼及通道行銷高級總健康」。 cannot buy,” said Lim. Some of these events its JA Goal for Youth and JA Goal for Kids 監趙汝俊表示：「我們為公司的專題網站 include private shopping at IFC Mall, programs, bringing enormous benefits 引以為傲，一站式網站如：「摯為您」兒「摯為您健康領域」是可供客戶使用的有 exclusive investment luncheons, private to youngsters. “Students too can greatly 童專題網站、「摯為您」健康專題網站、 dinner parties, plus popular hit shows, such benefit from gaining financial planning 用工具之一，透過一系列涵蓋各種健康類 as STOMP and Riverdance at the Hong knowledge as they learn to balance their 『您的理想退休金額？』專題網站都集合別的問題，該網絡平台可以為客戶作出個 Kong Academy of Performing Arts. own budgets for the first time,” said Lim. 了資訊、工具和計算機於一身」。人健康評估。

As well as organizing special events for its Prudential, it seems, is already preparing 流動裝置解決方案趙表示：「在 15 分鐘內 , 用戶可以收到一 VIP customers, Prudential is also dedicated the next generation to take care of their 除了提供財務規劃諮詢，網站還設有與英個被稱為 Q Score 的個人分數。該分數顯 to providing financial-planning sessions for future financial needs. women, students and even young children. 國保誠顧問預約服務，並且提供了一個簡示了該用戶的健康狀況與同齡同性別人群 Jones Lam, Deputy Chief Agency Officer 單易用的金融計算機，利用短短幾個簡單健康狀況的比較結果。」他續說：「此後， Prudential 英國保誠 70 Company Awards The Best List 2013

作為醫療保障提供者，英國保誠認為對於客戶來說，重要的不僅是提供經濟上的保障， Making the Right Decision 還需關懷客戶並向他們灌輸有用的提供醫療 AMG talks to BENCHMARK about the importance of 知識，幫助客戶改善長期健康。 educating investors.

By Nicky Burridge 用戶可以採用一個為期 12 星期的健康計尚會》向他們提供了豐富的尊享服務和禮越南。卡通片中使用的音樂影片可以幫助劃來跟蹤健康發展狀況。」遇。孩子簡單認識理財的四大基本支柱：收入、儲蓄、消費、捐獻。這個獨特的網絡平台為客戶提供了一種嶄林表示：「多年來，我們舉辦過數項大型新方式來評估自己的健康狀況，並且給予活動，為客戶提供了特別體驗，這是用金英國保誠還透過 JA「Goal 青人生」工作坊客戶實用提示和指導，以助他們改善健康錢買不到的」。其中包括了國際金融中心和「JA 成就我夢想」工作坊向香港青少年狀況。商場的私人購物活動、獨家投資午餐會、灌輸理財知識及鼓勵訂立人生目標。林表私人晚宴，再加上各種流行表演活動，例示：「學生也可以從學習理財知識中獲益客戶高級總監林德軒表示：「我們不斷利如 STOMP 和在香港演藝學院的演出的「舞良多，因為在教授過程中他們第一次學會用新科技來提升客戶體驗，比如我們的流起狂瀾」。平衡自己的預算」。動應用程式、流動銷售設備、電子遞交保單申請服務，以及透過流動設備支付的選除了為尊貴客戶組織多項特別活動以外，英國保誠非常重視及積極教授下一代怎樣項」。英國保誠還致力於為女性、學生、甚至孩應對他們未來的財務需要。子提供財務規劃講座。快樂的營銷團隊英國保誠也將流動設備應用程式的優點擴對於正值壯年之輩，英國保誠致力以其訓展到其理財顧問隊伍上。趙表示：「PRU 練有素的專業團隊為他們提供最好的理財 Compass是一款平板電腦專用的應用程建議。英國保誠香港副首席業務總監 - 專式，是一個多功能的金融銷售工具及作為業發展林忠成解釋說，理財顧問也需要接客戶和理財顧問之間的溝通橋樑，有助我受具體的課程培訓，透過案例研究，從而們的顧問進行銷售演示，網上提交保單申幫助他們加深理解不同年齡組別客戶的需請（帶有電子簽名），並提供售後服務。求以及更好掌握溝通技巧。所有這些過程都是透過此頂尖的平台完 Arnold Yeung, Chairman and Chief Executive Officer 成」。林忠成先生表示：「除了幫助理財顧問與年長客戶溝通，我們也確保理財顧問熟悉 AMG Financial Group places great not just thinking, ‘How can I sell a product?’ 這意味着銷售代表幾乎可以在任何地方開針對不同年齡層的不同投資策略」。 emphasis on empowering its customers This way, clients will feel more confident, to make informed decisions. It holds and for us, that is very important.” 展業務，地點遍及星巴克咖啡館及大排 regular seminars to educate its clients 檔，客戶可以在當場提交申請並作流動支更聰明的孩子 about investment trends and other topical He explained that the group focuses on 付。學習需要從小開始。林說：「英國保誠相 financial issues. topics that it thinks are on clients’ minds, 信財務知識越早提倡越好。有研究表示， covering issues that have either been 我們是香港首批採用網上提交申請系統的兒童尤其可以從關於財務方面的早期教育 Arnold Yeung, Chairman and Chief featured in the news or that clients have 保險公司之一。在未來幾年，我們將擴大中獲益」。 Executive Officer, believes the importance themselves raised with their advisors. 該項服務的範圍。」他續說 :「我們將繼續 AMG places on investor education sets it 回顧市場需要、拓寬產品範圍，為顧客提英國保誠兒童理財普及計劃的旗艦活動其 aside from its competitors, and he stresses It recently hosted a seminar on medical 供更多的選擇與便利。」中之一是屢獲殊榮的「Cha-Ching 智叻兒童 that the group views the seminars as insurance in response to the government’s 理財」計劃，專門向 6-12 歲之間的兒童 value-added services to clients. He said, “We ongoing plans to encourage Hong Kongers 尊貴特權灌輸基本理財概念。 tend to put a financial planning concept to take out their own medical cover, rather 英國保誠最近的重大舉措之一是設立《尊 to clients and help them understand what than just relying on public provision. It 尚會》，一個專為受邀客戶而設的項目，與《卡通頻道》合作推出的音樂動畫卡通 they should have, instead of pushing them also responded to press coverage on MPF 旨在答謝尊貴客戶對公司的長期支持。針系列在亞洲七個市場播出，包括：香港、 to buy product. We try to look at things funds losing money by holding a seminar 對尊貴客戶的個人生活方式和品味，《尊印尼、馬來西亞、菲律賓、新加坡、泰國、 from the same angle as the clients. We are to educate people on the long-term nature 72 Company Awards AMG 安柏 The Best List 2013

明智決定

Capability Awards 卓越實力大獎 of pension investments and the benefits of don’t see these challenges as a monster, 安柏暢談投資者教育重要性。 dollar-cost averaging. we think they will enhance the quality of Customer Experience the industry overall,” he said. “It is a tough 客戶體驗 Nicky Burridge 報道 But the group does not only focus on time for the industry players, but we think Customer Commitment customer education, with AMG also it is good for the client and we are willing Outstanding Achiever placing great emphasis on ongoing to adapt to the changes.” 客戶承諾 - 傑出表現獎但是，安柏不只專注於客戶教育，同時也非常重視為其顧問提供 training for its advisors. Yeung explained 持續培訓。 that the group’s training tends to take two forms. The first focuses on training advisors 楊先生解釋，集團的培訓往往會採取兩種形式：首先，是重點培 on how best to communicate with their To have this kind of 訓顧問應如何與客戶溝通，使客戶明白風險管理等概念；其次則 clients, so that they understand concepts, 着重於產品知識方面。 such as risk management. The second area recognition from focuses on products knowledge. BENCHMARK, one of 安柏有超過 800 種不同的保險產品，顧問可以推薦給他們的客戶。他們擁有一支產品分析師專家團隊進行持續市場分析，而當 The group has more than 800 different the most reputable 中不少人曾任職於國際性理財產品供應商的管理團隊。楊先生表 insurance products that advisors can 示：「產品分析是支援服務的一個非常重要形式，尤其是我們產 recommend to their clients. It has a magazines in the market, 品的種類繁多，產品分析有助於我們的顧問為客戶提供更高效、 specialist team of product analysts, many is very encouraging and 更準確的服務。」 of whom have previously worked for financial product providers, who carry very important for AMG. out ongoing market analysis. Yeung said, “Product analysis is a very important form 能夠從市場上最有信譽雜誌之一 of support, especially because the range of products that we carry is quite wide. It will Yeung added that receiving an 的《指標》中獲得表揚，對於安 help our advisors provide more efficient outstanding achiever award for customer and accurate services to clients.” commitment meant a huge amount to 柏環球金融集團來說非常重要， the firm. He said, “To have this kind of AMG also encourages its advisors to hold recognition from BENCHMARK, one of the 楊學超，主席兼行政總裁實在令人鼓舞。 regular client reviews, and it has put most reputable magazines in the market, is very encouraging and very important for in place systems to ensure customers AMG.” 安柏環球金融集團致力為客戶提供專業的資訊，以協助他們能作 continue to get up-to-date information in 安柏還鼓勵其顧問定期為客戶作出檢討，並建立了各種系統來確出明智的決定，因此公司定期舉辦研討會，使客戶了解投資趨勢 between these reviews, such as the new 保客戶在檢討之間持續獲得最新的資訊，例如：2013 年第四季和其他專題財經及理財事項。 on-line policy valuation checking system 度推出的全新網上保單價值查詢系統。他們也擁有一支負責監控 that launched in the fourth quarter of 2013. 投資相連保險的投資組合分析團隊。主席兼行政總裁楊學超認為，安柏對投資者教育的重視使公司從 It also has a team of portfolio managers 眾多競爭對手中脫穎而出。他強調，安柏認為研討會是為客戶而 who monitor investments. 楊先生承認，因為市場競爭大，而且監管環境日益嚴峻，以獨立設的增值服務。他表示：「我們傾向於把理財規劃的理念傳達給財務顧問的身份在香港工作殊不容易，充滿着挑戰。他表示：「但客戶，幫助他們理解應該怎樣選擇合適他們的理財工具，而不是 Yeung acknowledged that it was a 是，我們不認為這些挑戰是洪水猛獸，反而，我們認為這樣可以催促他們購買產品。我們會以客戶的角度來看待問題，而不只會 challenging time to be working as an IFA 提升行業的整體質素。」他續說：「對於業內人士而言，這是一思考『如何賣出產品？』。正因為這樣，客戶對我們更具信心， in Hong Kong because of the high levels of 個困難時期，但我們認為這對客戶是有益的，我們願意適應這種這對我們來說非常重要。」 market competition and the increasingly 變化。」 tough regulatory environment. “But we 他解釋，安柏專注於客戶所關心的話題，其中涵蓋了社會上比較楊先生補充，榮膺客戶承諾傑出表現獎對公司來說意味深遠。他熱門的話題如強積金及醫療保險，或者是客戶向其顧問提出的問表示：「能夠從市場上最有信譽雜誌之一的《指標》中獲得表揚，題。對於安柏環球金融集團來說非常重要，實在令人鼓舞。」

安柏最近舉辦了一次關於醫療保險的研討會，以回應政府持續藉着鼓勵香港市民為自己購買醫療保險從而減少依賴公共醫療撥款的一連串計劃。另外，為了回應有關強制性公積金虧損的新聞報道，安柏亦舉辦了研討會，教育大眾認識養老金投資的長期特性以及平均成本法的好處。 74 Company Awards iFAST 奕豐金融 The Best List 2013

Our platform is unique and if we are to evolve with the advisors and intermediaries, we have to constantly connect to them and have our Keeping Ahead technology evolve together with theirs.”

Another feature offered through the Technical expertise Product Awards 金融產品大獎 platform is a comprehensive review of iFAST talks to BENCHMARK about the holistic services it bonds, including the yield to maturity and In recent years, the company developed its Investment Platform Independent very own mobile applications for wealth Outstanding Achiever the issuer’s background. iFAST also supplies offers financial advisors. advisors. Yip explained, “Technology 投資平台 - 傑出表現獎 a net yield calculator, so clients can see has led to changes in advisor and client how much they are expected to earn each By Nicky Burridge behavior and we see that in the mobile year, once charges have been factored in. applications space. Advisors are often on the run when meeting their clients; iFAST’s platform also helps advisors and the development of our mobile apps has Rigorous selection their clients to manage their portfolios allowed wealth advisors to have on hand remotely. A client is able to view their a tool that provides important information One of the areas in which iFAST prides advisors’ recommendations and then on the markets and investments with itself is the due diligence it carries out execute the necessary transaction online. their clients. Our platform is unique and on all funds that are available through its if we are to evolve with the advisors and platform. Yip explained that although iFAST Feedback on the system from clients and intermediaries, we have to constantly had signed up with more than 40 fund advisors has been good, but because of connect to them and have our technology evolve together with theirs.” houses and product providers, not all of the changing investment environment, the products they offer in Hong Kong are there have also been calls for further iFAST has also taken a decision to keep available through its system. enhancements. Yip said, “We listen to its technical team in-house, rather than feedback diligently and enhancements are outsourcing it. Yip added that keeping Instead, the group carefully selects them, made every six weeks.” services in-house increased efficiency paying close attention to reputation and and sped up the time it took to deal with the background of the management Advisor education problems. team, particularly if the manager is new. There are several different teams at iFAST iFAST prides itself on the high level of Future plans that are involved in the selection of funds, support it offers users of its platform. The including a frontline business development group’s research team offers independent But despite the success of its existing team, a research team, which looks at market and product analysis, while it also platform, iFAST is still looking to expand. the different strategies employed by the holds monthly sessions for advisors with Yip said, “In our B2B platform, we mostly funds, and a product support team, which its research team to give them a chance to serve financial institutions on the IFA side, assesses fund managers according to a listen to presentations and ask questions. but we see demand for an institutional pre-set criteria. It also regularly invites fund managers to platform in Asia because banks and other come and give talks. financial institutions want to focus on Kelvin Yip, General Manager, Platform Services growing their business while outsourcing Risk ratings their wealth management functions to us. It runs the iFAST Global Wealth Advisers The group also provides a risk rating Our experience in Singapore and Hong Symposium, which invites advisors to Kong has revealed that institutions want for some products – mainly unlisted come and learn more about the business iFAST Financial (HK) Limited has been in investments, such as mutual funds – to to focus on their core business, and not the platform business for more than 15 practices of independent financial advisors have to worry about having to deal with give financial advisors an independent years, but the firm is not resting on its and regulatory trends in a particular the tedious fund administration work. That laurels. assessment of how risky a product may be. market. Yip said, “Last year, we went to is where we hope to use our expertise Las Vegas and Silicon Valley in the United from running a platform business for over Instead, the group, which provides The risk rating is presented in a graphic, States to see how independent registered a decade in Singapore to provide a system everything from a straight-forward like a thermometer, with the lowest risk investment advisors (RIAs) have grown that can settle an institution's back-end transactional service for financial advisors products, such as US Treasury funds, rated their business in the States, something needs – be it in dealing, transactions, to tools to help them manage clients’ one, while sector-focused investments, interesting for the wealth advisors in Hong custody, reconciliation and reports. portfolios, is continuing to develop new such as property and technology funds, Kong and Asia. In a previous year, we went Platforms are common in the developed products and features for its customers. are rated higher. Yip said, “We take some to Switzerland to learn how private banks financial markets, such as the UK, Australia Kelvin Yip, General Manager of iFAST market risk in providing market analysis and independent wealth advisors do their and the US; in Asia, however, the platform Financial, said, “We don’t just provide and recommendations, but we feel business on a full platform.” business is a relatively new phenomenon. a platform transactional service to our that this is important for the financial With more global institutions looking to financial advisors, we try to give them the advisors who may focus more on client The group has also introduced the iFAST tap into the wealth management centers in total solution.” management, rather than looking into Wealth Manager Awards, which recognize Hong Kong and Singapore, the recognition we receive from BENCHMARK and our every piece of financial news.” advisors and firms for successfully aligning clients continues to spur us to develop the their interests with those of their clients. best technology and infrastructure.” 76 Company Awards iFAST 奕豐金融 The Best List 2013

保持領先

奕豐金融闡釋其向理財顧問提供的全面服務。

Nicky Burridge 報道 Seizing Opportunities 奕豐金融（香港）有限公司經營投資平台業務逾 15 年。集團不斷為客戶開發新產品，包括為財務顧問提供簡潔易用的交易 Friends Provident International keeps up with the 服務，以至是幫助他們管理客戶投資組合 changing needs of clients and financial advisors. 的工具。奕豐金融總經理葉學賢表示：「我們不只是為財務顧問提供平台交易服務， By Marlynne Bidos 也嘗試為他們提供全面的解決方案。」

篩選嚴格奕豐金融其中一個引以為豪的地方，是公司為其平台上所有基金進行的盡職調查。葉先生解釋說，奕豐金融與超過 40 家基金公司和產品供應商簽署協議，但並非所有他們在香港提供的產品都可以在奕豐金融的系統上找到。奕豐金融精心挑選產品，仔細留意基金公司和供應商的聲譽以及管理團隊的背景，尤其是新晉的基金經理。奕豐金融有幾組團隊負責選擇基金，包括前線業務開發團隊、研究團隊，以及葉學賢，商業平台總經理產品支援團隊。月會與顧問召開會議，公司也會定期邀請與顧問和中介機構同步向前邁進，便必須基金經理演講。集團並舉辦奕豐寰宇財富與他們保持聯繫，而且在技術發展方面必風險評級顧問研討會。葉表示：「去年，我們到訪須跟他們同步。」奕豐金融還決定在公司美國拉斯維加斯和矽谷，看看獨立註冊投內部建立技術團隊，而不外判有關工作。奕豐集團同樣為某些產品提供了風險評級資顧問（RIA）如何在美國發展其業務，這葉補充說，由公司內部團隊提供服務可以服務，主要是非上市投資工具，例如互惠提高效率，加快處理問題的速度。基金，為財務顧問就產品風險提供獨立評對於在香港及亞洲的財富顧問來說非常有估。風險評級以溫度計的形式顯示，風險趣。根據各方報道，環球金融危機後，美最低的產品（如美國國債基金）的評級為國的獨立註冊投資顧問從大名鼎鼎的綜合未來規劃型經紀公司手中搶了不少市場份額。其中雖然現有平台非常成功，但奕豐金融仍希一級；而集中投資單一行業的投資產品（如 David Knights, General Manager, Hong Kong Branch 房地產基金、科技基金）則有較高評級。一個主要因素是，獨立註冊投資顧問能夠望擴大業務。葉表示：「我們B2B平台葉表示：「我們提供行情分析和建議，承為客戶提供全面的財富管理解決方案，而的主要服務對象是提供獨立財務顧問服務 Friends Provident International is no for customers. “The whole point of the 擔了相當市場風險，不過我們認為這對於且收費透明度較高，建議又比較客觀，不的金融機構，但是我們看到了亞洲的銀行 stranger to Asia. After 25 years of doing DPPi tool is to look at a suitable balance 財務顧問來說非常重要，因為這樣可以讓會與任何特定的產品供應商所提供的產品及其他金融機構要集中精力發展自己的業 business in the region, it provides top between different asset classes and 他們專注於客戶管理，而毋須花時間研究掛鈎。之前一年，我們到訪瑞士，向私人務，有需要將其財富管理的工作外判給我 class services and products. The firm investment types for each customer. This 每一條財經新聞消息。」該平台的另一個銀行和獨立財富顧問取經，了解他們如何們。我們在新加坡和香港的經驗顯示，金 understands the need for advisers to helps the advisor to construct a portfolio 特點是對債券全面審查，包括到期收益率在全面的平台上經營業務。」集團還推出融機構希望專注於自己的核心業務，而不 accurately assess their clients' investment that delivers the intended target the client 及發行人的背景。奕豐金融還提供淨收益了奕豐財富顧問大獎，表揚與客戶站在同想應對繁瑣的基金交易及組合管理所涉及 needs according to their risk appetite is aiming for,” said Knights. and supports a robust unique, web 率計算器，客戶可以查詢他們在扣除費用一陣線的顧問和企業。的行政工作。故此，我們希望把在新加坡 based, interactive portfolio-modeling 後的每年預期收益。奕豐金融平台還可以經營平台業務十餘年的專業知識加以應 The tool takes into account the customer’s tool exclusively via Friends Provident 幫助顧問及其客戶遙距管理投資組合。客用，為金融機構的後勤需求提供一個全面 attitude to risk and financial goals, such 技術專長 International for professional advisers. 的解決方案。貿易平台在已發展的金融市 as providing for a child's education, 戶可以查看其顧問的建議，然後在網上進近年來，公司為財富顧問開發了自己的流場（如英國、澳洲和美國）很常見。但是， accumulating an amount of money for 行所需交易。動應用程式。葉解釋說：「科技導致了顧在亞洲，平台業務相對較新。越來越多的 Technological solutions retirement or paying off a mortgage. It can 問和客戶行為出現變化，因此我們看到了環球機構在香港和新加坡開拓財富管理中 In 2008, Friends Provident International target multiple financial goals by looking 顧問指導開發流動應用程式的潛力。顧問經常要東心，《指標》及客戶對我們的認可將繼續 began the Dynamic Portfolio Planner at the date each goal is anticipated to be 奕豐金融為其平台用戶提供高水準的支援奔西跑來會見客戶；而我們開發的流動應 International (DPPi) to provide professional realized, such as a child starting university 激勵我們開發出最佳的技術和設備。」服務，讓集團引以為豪。集團的研究團隊用程式，讓財富顧問隨時為客戶提供有關 advisors with the means of constructing in 15 years’ time, to ensure that the plan 提供獨立的市場分析及產品分析，同時每市場和投資產品的重要資訊。如果我們要 detailed portfolio and financial plans delivers at that point in time. 78 Company Awards Friends Provident International 英國友誠國際 The Best List 2013

Product Awards 金融產品大獎 Friends Provident International is no be realized. It also indicates a possible stranger to Asia. After 25 years of doing portfolio construction which is felt to be Investment Platform Insurance Outstanding Achiever business in the region, it provides top aligned to the customer's attitude to risk. 投資平台 - 傑出表現獎 class services and products. The firm understands the need for advisers to DPPi is easily amendable if a client’s accurately assess their clients' investment attitude to risk has changed, allowing needs according to their risk appetite advisors to refine the report and financial and supports a robust unique, web plan to reflect changes. “It's a very popular based, interactive portfolio-modeling tool and is certainly well regarded tool exclusively via Friends Provident by financial advisors. The regulatory International for professional advisers. framework in Hong Kong requires recommendation of products that are Technological solutions consistent with the client's attitude to risk, as well as solutions that actually deliver In 2008, Friends Provident International the outcome the client is expecting. DPPi began the Dynamic Portfolio Planner fits in extraordinarily well by enabling International (DPPi) to provide professional financial advisors to fulfill these regulatory advisors with the means of constructing responsibilities,” he said. detailed portfolio and financial plans can be transferred from one market to advisors when it comes to looking at which for customers. “The whole point of the another, Knights said the firm seeks to asset classes they are putting money into.” DPPi tool is to look at a suitable balance Developing cutting edge find opportunities to leverage the firm’s between different asset classes and technology experience in one market to see if it will With regard to what clients and financial work in another context. advisors can expect from Friends Provident investment types for each customer. This Friends Provident International takes no International in the coming years, Knights helps the advisor to construct a portfolio short cuts in developing its technological was excited to say that technology will be that delivers the intended target the client tools. Knights said the firm does customer Providing market updates a major part of everything the company is aiming for,” said Knights. research and analysis to understand the The Dynamic Portfolio Informer Newsletter continues to do. “We recognize, in the customer journey to know what the client is a forum for highlighting topical issues, financial services digital age, an increasing The tool takes into account the customer’s experiences every time he or she interfaces opinions from investment managers and number of customers are seeking online attitude to risk and financial goals, such with the company. “We want to know what fund groups or anything Friends Provident access, information at their fingertips and as providing for a child's education, their experiences have been, what things International is developing. It is available to the ability to self-service,” he said. “Friends accumulating an amount of money for they would like to see more of and what financial advisors who have relationships Provident International has always sought retirement or paying off a mortgage. It can they would like to change,” he said. with Friends Provident International. to provide competitive products. To remain target multiple financial goals by looking Knights remarked, “We get views on competitive in the market we will continue at the date each goal is anticipated to be Unsurprisingly, feedback from its different asset classes and present them refreshing and enhancing our proposition realized, such as a child starting university distributors is also important. “We also get in a way which gives some degree of and services to our target customers. The in 15 years’ time, to ensure that the plan important feedback from the independent consensus or which highlights how many market is evolving fast, so innovation is key delivers at that point in time. distributors that we work with to find out of the fund groups are positive, neutral to meeting the needs of both advisors and what they would like to see from Friends or negative on a particular asset class. Of customers.” DPPi takes a number of financial and Provident International, and of course, course, that is extremely useful to financial technical inputs into account, including what they see from competitors.” multiple portfolio theory, backward performance, forward looking earnings As the firm has an international scope, predictions, and assumptions on observing trends in markets around the bond yields to make a complex set of world is also part of its strategy. “We calculations. Despite the complex behind- have activities and exposure in a number the-scenes calculations, DPPi delivers a of markets around the globe. We are financial report in a simple PDF format that therefore able to leverage our experience is very easily digestible in plain language. of what is happening in other markets and This explains to the customer what goals what customers are responding positively have been taken into consideration to,” said Knights. While he recognizes that and how far in the future they should no assumption can be made as to what 80 Company Awards Friends Provident International 英國友誠國際 The Best List 2013

實現。此工具也會根據客戶的風險態度，捕捉機遇推介一個可行的投資組合。如果客戶改變對風險的態度，可以很容易透過 DPPi 進行修改，讓顧問可以完善報告和財務規劃來反映變化。他說：「這是一英國友誠國際緊跟客戶及理財顧問不個非常受歡迎的工具，受理財顧問重視。香港的監管框架要求產品推薦切合客戶的斷變化的需求。風險態度，而且解決方案應能達到客戶期 Trading Places 望的結果。DPPi 有助理財顧問履行這些監 Marlynne Bidos 報道管條例所要求的職責。」 Fidelity Wealth talks to BENCHMARK about its 緊跟時代科技趨勢英國友誠國際在開發科技工具方面一絲不 independent investment platform. 茍。李表示，公司進行客戶研究及分析，了解客戶每次使用客戶平台的體驗。他說： By Nicky Burridge 「我們想知道客戶的經歷是怎樣的；他們想了解更多的和想改變的是什麼。」

毫不意外，從分銷渠道獲得反饋也很重要。「我們也從有業務來往的獨立分銷渠道了解他們需要英國友誠國際哪些支援，當然，也會從他們了解競爭對手。」

由於公司的國際化背景，識別世界各大市場的趨勢亦是公司策略之一。李表示：「我們在世界各地的許多市場都開展業務推廣活動。因此，我們能夠借鑑其它市場的情形，與及客戶對這些活動如何積極回應。」他承認不可以假設從一個市場的經驗可以借鑒到另一個市場，但公司會尋找機會，利用在某一市場的經驗，看看在其它市場是否奏效。

提供市場最新動態 Dynamic Portfolio Informer 簡訊提供了一個論壇聚焦熱門問題、投資經理和基金公司意見，又或者是任何英國友誠國際的業務發展。本刊物供所有與英國友誠國際有業李偉斯，香港區總經理務關係的理財顧問使用。李表示：「我們 Bruno Kam Wing Lee, Regional Head of Retail, Asia ex-Japan 從不同的資產類別得到各種觀點，我們將這些意見歸類以凝聚某程度的共識，或者 Fidelity Wealth has recently carried out a its independence is key to it providing ISG also organizes meetings with the fund 亞洲市場對於英國友誠國際（Friends 預期目標構建合適的投資組合」。重點介紹在一個特定資產類別中有多少基 major overhaul of its wealth management the best wealth management solutions to managers to ensure their investment style Provident International）這個名字絕不陌生。金是持正面、中性或負面的觀點。當然， services to help customers reach their customers. “This principle is very important. is consistent with the fund’s objectives. 公司在亞洲地區開展業務已達 25 年，提該工具會顧及客戶對風險和財務目標的態若理財顧問考慮應把資金投入到哪些資產 investment goals. We take a product agnostic approach. It carries out this process every quarter, 供一流的服務和產品。公司理解顧問需要，度，例如：為孩子教育費用所作的撥備，類別時，該等資訊對於理財顧問會非常有 We are funded by Fidelity, but the whole continually adding to the number of funds 他們希望根據客戶風險承受能力準確評估為退休或者償還樓宇按揭貸款而作的儲用。」 Alongside its trading platform, Fidelity process of selecting funds, putting them on its list. 其投資需求，因此，公司特別建立了功能蓄。此工具可針對多個理財目標，透過查 Wealth offers portfolio management on the panel and screening them is all 強大及基於網絡的交互式投資組合構建工看每一個目標預計實現的日期（例如：15 談及客戶和理財顧問在未來幾年應對英國 tools, market research and insights, and done in an independent way,” Lee said. Fidelity Wealth takes an equally structured 具，使專業顧問能透過英國友誠國際提升年之後孩子上大學），來確保投資組合在友誠國際抱什麼期望時，李興奮回應科技 investment seminars. approach when it comes to facilitating 服務。相關時間能夠提供所需資金，實現夢想。將是該公司繼續發展的一個重要部分。他 Its Investment Solutions Group (ISG), an investment decision with individual 表示：「在金融服務數碼化時代中，我們 Fund selection which is based in London and Singapore, customers. Lee said, “We use a portfolio DPPi 可輸入一系列財務和技術性資料，包明白越來越多客戶希望網上登入服務，輕 The group goes through a comprehensive carries out select list fund screening. It discussion form to understand the long- 技術解決方案括多種投資組合理論、反向表現、前瞻性易獲取資訊，並且能夠使用自助服務。」 process when selecting the funds it will scans the fund list regularly and finds term needs of customers, their investment 2008 年，英國友誠國際引進了 Dynamic 盈利預測以及債券收益率假設，組成一組他續稱：「英國友誠國際一直在努力提供 offer on its platform. Bruno Kam Wing products that are consistently performing objectives, their risk profiles, and whether Portfolio Planner International（DPPi），為複雜的計算。儘管背後的計算過程相當複具有競爭力的產品。為保持市場競爭力， Lee, Regional Head of Retail, Asia ex- well. When it finds a fund it likes, it carries they are investing for growth or income.” 專業顧問提供為客戶構建具體投資組合和雜，DPPi 能夠以簡單的 PDF 格式提供一我們將繼續更新和提升我們的的主張，為 Japan at Fidelity, explained that although out an independent review, looking at Once these facts have been established, 財務規劃的方法。李表示：「DPPi 旨在為份財務報告，所使用的語言平實，非常容目標客戶服務。市場發展很快，要同時滿 Fidelity is a major fund player itself, Fidelity qualitative and quantitative factors, as well it looks at strategic asset allocation, taking 每一個客戶於不同的資產類別和投資類型易理解。此工具會向客戶解釋已經考慮到足顧問和客戶需求，創新是關鍵。」 Wealth is a distribution proposition, and as carrying out volatility screening. The into account investments the customer 之間找出平衡。這有助於顧問按照客戶的了哪些目標，以及它們將在何時應該能夠 82 Company Awards Fidelity 富達基金 The Best List 2013

may hold elsewhere, to ensure they do But Fidelity Wealth is not solely focused not have a concentration risk, as well as on digital channels, it also places great listening to customers' own opinions on importance on holding events for clients how they would like their investments to receive updated market insights and the 交易平台 allocated. latest investment opportunities, including quarterly seminars with third party fund Empowering consumers providers. In these sessions, it tries to cover both asset classes that are performing well, Fidelity Wealth has invested significantly 富達智富理財向本刊介紹其獨立投資平台。 as well as ones that are performing less in technology to help customers be more well, but which customers may previously proactive in managing their portfolios. have invested in. Lee said, “Investors don’t Product Awards 金融產品大獎 In addition to producing its select list of want to come to a seminar just to be sold Nicky Burridge 報道 funds in different investment categories, Investment Platform Independent new investment ideas, they want to keep it also has an online fund-searching tool, Best-in-Class track of what is going on and how they 投資平台 - 最佳表現獎 which enables customers to compare should rebalance their portfolio.” funds based on different criteria, such as the provider, asset class and region. There Fidelity’s Investment Clock is also an is also a charting function enabling people important customer education tool to to compare the past performance of five help investors understand the economic or six different funds over different periods cycle. “A lot of the time investors think and during both bull and bear markets. if the market is down, there must be something wrong. But they should The group places equal importance on understand that it is part of the normal providing tools to help customers who economic cycle,” Lee said. “The important have already made their investment thing is to establish where we are in the decisions. Lee said, “We found that quite cycle and what asset classes may perform often it is easy to make the first investment, better or worse in future. It aims to give but some investors may find it difficult to customers a framework to understand how do a structured review of a portfolio.” they can become more sophisticated in understanding their own portfolio.” As a result, it uses Morningstar’s Portfolio X-Ray®, which gives customers a snapshot Future development of asset allocation of all the funds in their Fidelity Personal Investing Account, The group is proud of what it has achieved breaking them down by sector, asset class during the past 18 months. Lee said, “In the and region. past year-and-a-half, we have made quite a number of service enhancements in Fidelity Wealth recently also launched building up our Fidelity Wealth proposition. a profit and loss tool, which tracks the We have laid the foundation for the next annualized return of both individual level of fund service in the market. We funds and the portfolio to make it easy for believe it is a leading and innovating a customers to compare fund performance. solution.” In addition, it offers a price alert service Going forward, the group is developing that contacts customers through their tools to help customers with portfolio mobile phones. building and rebalancing, as well as 李錦榮，亞洲（日本除外）個人投資業務區域總監 continuing to develop its online channels Keeping customers informed 「富達智富理財」已提升財富管理服務，方法。我們是由富達成立，但初選基金並 and mobile applications. Lee said, “Winning 助客戶實現投資目標。除了交易平台，富將它們放入檢視面板，最終篩選出基金的 “We have received ongoing demand the best-in-class award for our investment 達「智富理財」提供投資組合管理工具，整個過程，都是獨立進行的。」李表示。 for more information and more service platform is great recognition for all of the 市場研究和觀點，以及投資講座。 updates,” Lee said. The company issues a work the team has put in during recent 他們更與集團設於倫敦及新加坡的投資方 regular newsletter with the latest market months to revamp our proposition.” commentary, economic statistics and 基金選擇案團隊一起篩選「精選基金」。團隊定期 portfolio management tools to help 公司在挑選基金進入這個平台前會經過完檢視基金名單，找出持續表現良好的基 customers make investment decisions. 善的篩選過程。富達亞洲（日本除外）個金，並進行獨立產品評估，查看定量及定人投資業務區域總監李錦榮提出，富達本性因素及進行波動性測試。團隊隨後會與 Fidelity Wealth supplements this with 基金經理進行洽談，保證他們的投資風格 quarterly bulletins analyzing different 身是一間基金公司，而「富達智富理財」與基金目標相符。該團隊每季度執行這個 equity and bond markets, as well as market 是一個分銷平台，它的獨立性是為客戶提過程，持續將一定數額基金加入「精選基 insights from third party fund houses. 供最佳財富管理解決方案的關鍵。「這個原則非常重要。我們採取的是產品無關的金」名單中。 Income_Growth ADs 210x285.pdf 1 14年2月7日下午5:45

84 Company Awards Fidelity 富達基金 The Best List 2013

「富達智富理財」採取結構化方法促進個「富達智富理財」不僅專注於網上服務，人客戶的投資決定。李說：「我們使用投也認為舉辦客戶活動瞭解更多市場見解和資組合討論表格瞭解客戶的投資目標，風投資機會很重要，包括每季與其他基金公險偏好以及是為增長還是股息收入而投司一起舉辦投資講座。在投資講座會上，資。」這些因素確立後，團隊會查看策略富達既會囊括表現得好的資產類別，也會資產配置，考慮客戶可能在各處持有的投包含表現不佳但客戶之前有投資的類別。資，保證他們避免集中投資風險，也會聽李說：「投資者不希望投資講座僅僅討論取客戶的意見，瞭解他們希望如何分配投新的投資理念，他們也希望知道正在發生資。的事件，以及如何平衡現有投資組合。」

賦權客戶富達的「投資時鐘」，也是一個很重要的投資者教育工具，幫助客戶瞭解市場周「富達智富理財」大力投資於網上工具，期。「很多時候投資者認為市場下跌就一幫助客戶更自主地管理投資組合。除了提 C 定是出了問題。但他們必須明白，這只是供不同資產類別的基金選擇列表，還有網 M 經濟周期的正常變化」，李說，「重要的上基金搜尋工具，使客戶能夠透過供應是確立我們處於周期中哪個位置，哪類資 Y 商、資產類別及地區等標準篩選基金。還產未來可能表現較好或較差。目的是為客 CM 有一個圖表功能，使客戶能比較五至六隻戶提供框架去瞭解他們如何瞭解自己的投基金在牛市及熊市不同階段的過往表現。 MY 資組合，變得更有經驗。」 CY 富達認為，提供工具給已經作出決策的客 CMY 戶同樣重要。李表示：「我們發現，作出未來發展 K 首次投資通常很容易，但有些投資者較難「富達智富理財」很驕傲於過去 18 個月檢視一個結構化投資組合。」作出的表現。李說：「在過去一年半，我們於服務提昇上進展良好，建立我們的品因此，富達採取晨星 Portfolio X-RayTM，牌定位。我們為市場上的基金服務奠定了給客戶於富達個人投資帳戶中所有基金的進一步的基礎。我們相信，這是一個領先資產分配作出分析，並按照行業、資產類的、創新的方案。」別及地區分類。展望未來，富達正在開發工具幫助客戶進「富達智富理財」也推出個人投資帳戶的行投資組合構建及平衡，亦會持續開發網收益與虧損計算功能，追蹤個別基金和投上渠道及手機應用程式。李表示：「贏得資組合的年回報，令客戶更容易掌握投資最佳表現獎，是對我們投資平台的極大認組合的表現。此外，平台還提供與客戶手可，亦是對過去數月投入服務提昇工作的機相連的價格提示服務。團隊有極大肯定。」

客戶知情「我們一直在收到更多新需求和新資訊」，李說。富達投資團隊定期提供市場資訊、評論及最新的經濟數據，最新服務及基金組合管理工具，幫助客戶輕鬆投資。

除此之外，富達智富理財還提供每季「富達投資觀點」，分析不同股市及債市以及由第三方基金公司提供的市場資訊。