By 2015, more than 60 percent of all banking customers in the
world will likely use mobile banking says the World Retail Banking
Report 2012 released recently by Capgemini and Efma. According to
the report, while mobile banking is still in a relatively nascent
state of maturity, it is the channel with the most potential and
will warrant more investment by banks to improve the customer
experience.
Authors of the report noted that although mobile is currently
offering the least positive customer experience, it has also
improved the most amongst all channels. To succeed in this market,
banks will need to align their mobile strategies to better fit the
size, profile and region of their targeted customer segments.
The report further revealed that while bank customers citing a
“positive customer experience” increased modestly by
seven percent globally from last year, customer retention is
currently in a state of flux. According to the report’s
Customer Experience Index (CEI) which surveyed over 18,000 bank
customers across 35 countries, nine percent of customers are likely
to leave their banks in the next six months while 40 percent are
unsure they’ll stay long term.
The report showed that banks have a significant opportunity to
close the customer sentiment gap and address the factors that
matter most to them to increase loyalty. Quality of service (53
percent), fees (50 percent), ease of use (49 percent) and interest
rates (49 percent) represent the biggest impact areas to keep
customers from leaving.
Banks are gradually closing the customer sentiment gap and
improving their business and offerings to attain higher levels of
customer satisfaction, however, the survey noted that some regions
are slightly ahead of others. North American customers are most
satisfied with their banks (80 percent), followed by Central Europe
(71 percent), Latin America (69 percent), Western Europe (66
percent), and Asia Pacific at (53 percent).
“Banks should be applauded for taking the necessary,
initial steps to sustain customer relationships. However, as more
non-bank competitors enter the market, banks must differentiate by
building innovative products, improving channel management and
service, and enhancing their mobile offerings,” noted Jean
Lassignardie, Global Head of Sales and Marketing, Capgemini
Financial Services.
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