Customers Say Branch, Online Channels More Important Than Mobile

by Mercator Advisory Group 0

Capgemini, UniCredit, and EFMA published the eighth annual World Retail Banking Report yesterday, which provides an interesting snapshot of a global perspective of customer sentiment towards retail banking. The survey was based on about 14,000 bank customers in 25 countries. Only 59 percent of customers were satisfied with their banks, which is not surprising given the battering financial services has taken from the media over the past few years. As part of the report, Capgemini created the Capgemini Retail Banking Customer Experience Index (CEI).

“Capgemini’s CEI was built with the understanding that a gap exists between what banks perceive as important to customers and what customers say is most important,” said Jean Lassignardie, global head of sales and marketing, Capgemini Financial Services. “The CEI seeks to align the product, life cycle and delivery channel capabilities of banks with the values and standards of their customers, providing banks with additional insights to set better business and channel strategies.”

Customer perception is not always consistent, and varies by region or channel. The largest gap in the CEI was in banks’ ability to meet customer needs across banking channels. While branch and Internet are universally viewed as the most important channels, outside of North America, less than half of the customers surveyed reported having a positive experience.

Branch banking is seeing a revival in terms of customer usage for advisory and relationship management services. Capgemini’s report found that customer usage of the branch for those services will go from 28 percent in 2010 to 31 percent in 2015.

For more information read the article in Bank Systems & Technology:

To read the report from CapGemini:

Mercator report on Customer Satisfaction: Managing the Multi-Channel Experience: Who’s Satisfied?

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