44 NOVEMBER / DECEMBER 2018 Consumers Have Spoken And bankers should listen Steve DuPerrieu Vice President of Channels and Analytics CSI steve.duperrieu@csiweb.com CSI Secure Connect and CSI WatchDOG Social Compliance are Preferred Service Providers of the Indiana Bankers Association. The most effective way to attract and retain customers is to understand them. But what are banking customers’ expectations, and how can financial institutions utilize their input to form relevant banking strategies? To find out, CSI commissioned an online survey, conducted May 22-24 by global market research firm The Harris Poll, of more than 2,000 U.S. adults age 18 and above. Through the survey, consumers gave us valuable feedback on their digital and in-branch banking experiences. Here’s what they had to say. I Am Satisfied With my Bank’s Digital Offerings … for Now According to the survey, 86 percent of all Americans report they are happy with the current digital banking offerings available through their banks. This number varied only slightly when broken down into age and socio-economic groups, with respondents ages 65+ at the highest satisfaction rate of 89 percent. “To see such widespread similarity is noteworthy here,” says Bob Meara, senior analyst with Celent’s banking practice. “It’s not just the millennial who has expectations of a really whizz-bang digital experience.” True, the younger crowd – those ages 18-34 – came in slightly lower, at 82 percent. For millennials, digital access to banking services has resulted in their constant use, and digital interactions are where these potentially lifelong customers are won or lost. And, there remains that 10 percent of Americans who say they’re not satisfied with their digital banking experiences. A small number, to be sure, but it is pause for reflection. Eric Cook, digital strategist with WSI, agrees: “Those who were not satisfied with their financial institution’s digital capabilities already left for another (likely larger) bank that could support them.” If that’s the case, banks shouldn’t rest on their laurels, but continue to ensure that their digital banking solutions rise above the rest, allowing flawless connectivity no matter the channel or device. When I Visit a Branch, a Single Employee Should Have all the Answers According to CSI’s consumer survey, 85 percent of Americans want all their branch needs met by a single banker at the initial point of contact. This number jumped still higher for certain demographics, with 92 percent of women age 65+ expecting this to be a reality. “This experience needs to be delivered via educated banking professionals – enter the ‘universal banker’ – who have been crossed-trained in all areas of the bank to provide a seamless, holistic experience for the customer,” says Cook. “This banker needs to be empowered by the right tools on the back end, such as AI and predictive technologies, to help prepare them for the MARKETING / SALES
RkJQdWJsaXNoZXIy MTg3NDExNQ==