Customer Power is a programme of research exploring the relationships that customers want to have with UK companies. We’ve previously looked at the financial services, mobile, pay tv & energy sectors and now we are putting retail banks under the spotlight. This presentation is the first in a series of 4. Here we look at whether consumers have the relationship they want with their bank, how it makes them feel, who the best banks are and why, and how banking compares with other sectors. We have lots more data from this self-funded research, so if you would like to hear more, please get in touch - our contact details are included at the end.
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1. Exploring the relationships that customers want to have with
their retail bank 2014 Harris Interactive
2. 2 1 Understanding retail banking relationships today 2
Switching & Brand 3 Digital Banking 4 "A customer is the most
important visitor on our premises, he is not dependent on us. We
are dependent on him. He is not an interruption in our work. He is
the purpose of it. He is not an outsider in our business. He is
part of it. We are not doing him a favour by serving him. He is
doing us a favour by giving us an opportunity to do so. Jumping out
of the banking Mahatma Gandhi box 2
3. Financial services has been living under a grey cloud for a
long time Financial Services is one of the least trusted
industries, is it any surprise? Pension mis-selling Endowment
mortgages Collapse of Equitable life, BCCI & Bearings
Irresponsible lending ATM Charges Late payment charges/Over-drafts
PPI Bailouts LIBOR Payday loans Service failures Indiscrete
indiscretions 3
4. It is one of the least trusted industries is it any
surprise? 79% 77% 71% 70% 69% 69% 64% 64% 62% 59% 49% 44% 43% 32%
32% Technology Cons electronics Brewing and spirits Food and
beverage CPG Entertainment Automotive Cons. Health
Telecommunications Pharma Chemicals Financial services Media Banks
Energy Source Edelman Trust Barometer UK Up 10%pts 4
5. So how do banks make customers feel? Secure In control
Relaxed Confident Supported Valued Happy Grateful Optimistic
Disappointed Frustrated Sceptical Powerless Angry Neglected
Uninterested Worried Depressed Apathetic Resentful Net Positive:
72% Net Negative: 24% High 40% Low 0% 5
6. And many consumers have the relationship they want with with
their bank 16% 48% 32% AGREE Completely Agree Agree I would like a
closer relationship with ..... 15% At least Agree 6 The type of
relationship I have with ....... is what I want
7. But some do want something different .... I want a return to
old fashioned banking with a more personalised service 41% 15% 37%
26% 41% AGREE 7 Completely Agree Slightly Agree
8. 8 So how do individual banks rate? The relationship I have
is what I want 70%+ 60%-69% 50% - 59% 40% - 49% 30%-39% Under 30%
..........................................................................................................................................................................................
I want a return to old fashioned banking Although these customers
arent getting what they want, there is also a clear link with age
48% 41%
9. The Harris Relationship Score Emotional Satisfaction
Likelihood to recommend/NPS Values you as a customer Relationship
based on trust Likelihood to continue using Preferred banking
provider Gives something different Relationship Score 9
10. Its time for the bank bashing to stop! 54% 53% 51% 51% 47%
45% 38% Banks Credit cards Pay TV Mobile Motor Insurance Home
Insurance Energy Relationship Score 73% 66% 55% 59% 61% 51% 41% 10
Best Performer Relationship Score
...........................................................................
11. Its time for the bank bashing to stop! 11 And only 11% Dont
care who they bank with I trust my bank completely, and it has been
built over a long time. They have always dealt with all my banking
needs to a very high standard, and I feel very loyal towards them.
They often inform me of new products that are relevant to me, but
do not bombard me. The in-branch staff have become more like
friends, and we even exchange cards (female, 34-45, fully
connected)
12. 12 Harris Interactive
13. And why is this? DRIVERS OF A STRONG RELATIONSHIP DERIVED
IMPORTANCE Service provided* Understanding needs* Range of
products/services Clarity of comms* Listening to you Staff
professionalism Ease of understanding products * At least10% gap
between first place and 2nd = 13 1st 2nd 3rd
14. Why having fully connected customers is important
Emotionally & Rationally Connected 11% Emotionally Connected
14% Rationally Connected 11% Indifferent 36% Disconnected 9% All
Banks 14 FULLY CONNECTED 19% Emotional
15. And there are big differences in how customers feel when
they are fully connected with a bank...... fully connected banking
customers 15
16. disconnected banking customers 16 Vs those who are at the
opposite end of the spectrum ......
17. And there is a tangible commercial benefit 17 Hold more
products Consider more products Cost less to serve Less complaints
Less likely to switch Higher advocacy/WOM fully connected banking
customers
18. Date 2012 (Jan) 2012 (Jul) 2013 (Jan) 2013 (Aug)
Relationship Score 43% 41% 45% 51% Santander - The road to a higher
state 2014 Relationship Score 57 63 Rational 56 Emotional
Intentional 59% Base: 251 UK adults, aged 18+, who have their
primary bank account with Santander
19. 2014 - Top 3 Rewards you for loyalty Communicate the way
you want Service provided Quality of online banking Relevance of
products to me Ranges of products Performance 1st 2nd 2nd 3rd 3rd
3rd 3rd 3rd Quality of mobile banking app Staff knowledge 3rd
Competitive charges / fees 19 Santander - The road to a higher
state Highest importance
20. 20 Harris Interactive
21. 2014 - Top 3 Treating you as an individual Staff
professionalism Communicates at a time you want Relevance of
communications Listening to you Performance 1st 2nd 2nd 2nd 2nd 2nd
2nd 3rd Value for money Amount of communication 3rd 21 Highest
importance The Co-operative A fall from grace, but has
bouncebackability Clarity of Communication Easy to understand
products 3rd Understanding needs
22. Summing up Banks compare well to other sectors Not all
banks are equal Its important to be connected The sector is viewed
negatively, but customers are more positive about their own banking
relationship 22