Moments of Truth Survey

Transcription

1 REPORT Moments of Truth Survey September 2016

2 Moments of Truth Survey Contents Executive summary...3 Introduction...4 Customer service...5 Channels...14 Loyalty and bank switching...22 Conclusion...32 About us

3 Executive summary This White Paper demonstrates the powerful but often under-rated impact of levels of service in financial institutions particularly in relation to the point of contact with the customer. It shows that this issue shouldn t be taken for granted but must be carefully and effectively addressed by banks, as it could ultimately make the difference between failure and success. The paper is the result of a joint project by Pegasystems and Efma and is based on presentations made by Pega at three Think Tank webinars organised by Efma in early It also incorporates comments made by the Think Tank participants, who included senior executives from financial institutions across Europe and beyond. The presentations were based on a detailed survey of both banking decision makers and customers that was conducted by Pegasystems during This study explored different aspects of customer service, the elements that really matter to customers, and their impact on the customer experience. This becomes most noticeable during those moments of truth (i.e. specific service interactions with customers), when the customer needs a response from the bank that is speedy, intelligent and effective. The study therefore started with an exploration of the most important elements of customer service from the viewpoints of both the bankers and their customers. It examined those areas where they felt that the bank excelled in terms of service and also looked at those aspects that customers felt were key problem areas and their knee-jerk reactions to these. Some of the results were broken down according to the age groups of the customers who took part in the survey, to show the differing reactions of different groups. This in turn could suggest specific groups that might be most at risk, indicating where banks might need to concentrate most of their efforts. The survey also looked at the usage of different channels by customers, as these are all touchpoints that will ultimately influence the main customer experience. In particular, it investigated the different methods of interaction with the bank and the relative happiness of the customers with the service they received in each of these areas. Finally, the participants were asked how likely they were to switch banks in the near future, and about the factors that would prompt that decision. There were some interesting discrepancies between the views of the customers and the views of the bankers in relation to switching. The bankers were also asked about their response to competitive disruption from other banks and from new entrants. To complete the survey, customers were quizzed about their likely future banking habits and whether or not they expected to stay with a traditional bank or move towards a more digitally-oriented approach from another company We hope you enjoy the White Paper and that you find it both informative and challenging. The need for a greater understanding of customers seems paramount and this study aims to prompt banks to think more about the ways in which they can respond to this need. We hope that the survey at least helps to clarify some of the pressing issues that should be urgently addressed. Vincent Bastid Chief Executive Officer Efma D. Scott Andrick Director, Industry Principal, Global Card and Retail Banking Pegasystems 3

4 Moments of Truth Survey Introduction In 2015, Pega conducted an extensive survey that was designed to explore issues relating to moments of truth, service levels and customer experience and their impact on financial institutions. The participants in the survey included: Over 3,000 banking customers and 150 decision makers from banks (i.e. 1,000 customers and 50 bankers from each of three countries the USA, the UK and Australia.) The customers were all private consumers with a bank account (rather than small businesses). The decision makers were senior retail banking executives that have a degree of impact over the way in which some of their bank s services are being delivered. Demographics Gender Age Children 23% 22% 19% 15% 47% 53% 14% 42% 58% 8% Male Female No Yes The slide above gives a demographic breakdown of the main participants of the survey in terms of gender, age group and whether or not they have any children. This shows that there was a good cross-section of people surveyed that should be fairly representative of the typical target market for retail banks. This report will examine the results from three main angles. 4

5 Customer service Best level of service Generally speaking which of the following sectors do you think offers the best level of customer service? 45% 44% 30% 29% 21% 19% 8% 8% 8% 8% 6% 6% 5% 4% Hotels Restaurants Retail (traditional) Banks Healthcare Airlines Legal services Telco & BB providers Investment services Car dealerships Realtors/ Estate Agent E-commerce sites Utilities Other The first main area was customer service. The survey started by trying to gain an overview of the perceived levels of service provided by some key industry sectors. As the chart above shows, hotels, restaurants and retail shops take the top three positions for the best levels of service, as rated by banking customers. Banks came fourth, with a rating of 29%. This result aligns fairly well with many other market surveys, which also indicate that while banking isn t leading the field, it certainly isn t one of the worst sectors for customer service. Now that businesses have emerged from the recovery period after the global economic crisis, the sentiment towards banks isn t quite as bad as it used to be. In other studies in which Efma was involved, such as the Cap Gemini Retail Banking Survey, banks clearly fall in the middle, or even slightly above the average, in terms of what customers think about service and customer experience. Equally, in any survey of the best-known brands, it s rare to see banks or financial institutions at the top of any list, but at the same time they are rarely right at the bottom, either. The challenge is that banking isn t leading when it comes to customer service or experience. Banks are followers in this space and the path is being set more by the consumer goods and retailing industries. Bankers still aren t showing leadership in relation to how to provide an exceptional service or experience. 5

6 About us As a global not-for-profit organisation, Efma brings together more than 3,300 retail financial services companies from over 130 countries. With a membership base consisting of almost a third of all large retail banks worldwide, Efma has proven to be a valuable resource for the global industry, offering members exclusive access to a multitude of resources, databases, studies, articles, news feeds and publications. Efma also provides numerous networking opportunities through working groups, webinars and international meetings. True to its vocation, Efma has recently developed an Innovation portal which aims to identify and award the most innovative projects in the retail financial services arena. For more information: Connect with us twitter.com/efma_news Pegasystems (NASDAQ : PEGA) develops strategic applications for sales, marketing, service and operations. Pega s applications streamline critical business operations, connect enterprises to their customers seamlessly in real-time across channels, and adapt to meet rapidly changing requirements. Pega s Global 500 customers include the world s largest and most sophisticated enterprises. Pega s applications, available on-premises or in the cloud, are built on its unified Pega 7 platform, which uses visual tools to easily extend and change applications to meet clients strategic business needs. Pega s clients report that Pega gives them the fastest time to value, extremely rapid deployment, efficient re-use and global scale. For more information: 33

7 Moments of Truth Survey Moments of Truth Survey September 2016