埃森哲-2019年全球金融服务消费者报告（英文）-2019.8-57页_4mb

2019 Accenture Global Financial Services Consumer Study Summary

Core Content

The 2019 Accenture Global Financial Services Consumer Study identifies key consumer trends and patterns across four personas—Pioneers, Pragmatists, Skeptics, and Traditionalists—that banks and insurers should consider to better engage their customers. The study surveyed 47,000 customers across 28 markets, highlighting a shift toward integrated, personalized, and secure financial services.

Main Findings

1. Integrated Propositions

   • Over half of consumers expect financial providers to offer integrated propositions that address core life needs.
   • Examples include mobility, home-buying, and health propositions that combine financial and non-financial services.
   • Interest in these propositions is high among Pioneers and Pragmatists, but willingness to pay is lower.

2. Personalization

   • Consumers increasingly want personalized services, with 50% interested in personalized financial advice and 64% in behavior-linked insurance premiums.
   • Pioneers and Pragmatists show the highest interest in personalization, though Pragmatists are more cautious.

3. Data Sharing

   • Consumers are willing to share data if it leads to better advice and more attractive deals.
   • Pioneers are most willing to share data (77%), followed by Pragmatists (78%), while Skeptics (31%) and Traditionalists (54%) are less open.

4. Omnichannel Integration

   • Over half of respondents want a seamless integration between physical and digital channels.
   • Pioneers and Pragmatists are more open to this integration, while Skeptics and Traditionalists are less so.

5. Trust in Financial Institutions

   • Trust in financial institutions is high and growing, especially in banks and insurers.
   • Traditionalists show declining trust, which correlates with higher switching behavior.

Key Personas

Pioneers

• Characteristics: Tech-savvy, risk-takers, interested in innovation.
• Demographics: 50% aged 18–34, 55% male, 43% in high-income brackets.
• Preferences: High interest in integrated propositions and personalization, but low loyalty.
• Trust: 88% trust banks, 83% trust insurers.

Pragmatists

• Characteristics: Channel-agnostic, satisfied with service, value human interaction.
• Demographics: Evenly distributed across age and geography.
• Preferences: Interested in personalization but cautious, prefer desktop over mobile for banking.
• Trust: 89% trust banks, 77% trust insurers.

Skeptics

• Characteristics: Discontent, risk-averse, tech-wary.
• Demographics: 33% of sample, over a third under 35.
• Preferences: Low interest in personalization and integrated propositions, skeptical of data security.
• Trust: 65% trust banks, 59% trust insurers.

Traditionalists

• Characteristics: Value human touch, distrust technology.
• Demographics: 66% aged 55+, majority in low-to-medium income brackets.
• Preferences: Disinterested in innovation, prefer in-person interactions.
• Trust: 69% trust banks, 56% trust insurers.

Recommendations

• Build Ecosystems: Financial providers should act as orchestrators of ecosystems that deliver integrated propositions.
• Personalize Experiences: Focus on creating personalized services that align with customer behavior and preferences.
• Enhance Data Security: Communicate robust data security measures to maintain trust and prevent data-related churn.
• Balance Innovation and Tradition: Offer a mix of digital innovation and in-person support to cater to diverse customer needs.

Conclusion

Understanding and leveraging these personas is crucial for financial institutions to deliver relevant, secure, and personalized services. The study emphasizes the need for a shift in mindset and the adoption of technologies like APIs, AI, and RPA to create a living business that evolves with customer expectations.