凯捷：2022年全球零售银行报告（EN）_32页_3mb

Summary of "The Customer-Engagement Imperative: What Banks Can Learn from the Fintech Playbook"

Core Content

This report, The Customer-Engagement Imperative, outlines the critical need for banks to adapt to a rapidly evolving digital landscape dominated by FinTechs and Big Tech. It emphasizes the importance of customer-centric strategies, data-driven personalization, and platform-based business models in building stronger customer relationships and driving growth.

Main Viewpoints

• Customer-Centric Focus: Customers are now the center of banking strategies. They expect seamless, personalized, and engaging phygital experiences across all channels.
• Digital Transformation: Banks must modernize their infrastructure, adopt new technologies like AI/ML, and leverage data to understand and anticipate customer needs.
• Platform Business Models: Ecosystem strategies are becoming essential for banks to compete. These models allow for bundling financial and non-financial services, but they also present challenges like brand dilution and maintaining exclusivity.
• Role of CMOs: Chief Marketing Officers are evolving into chief customer strategists, responsible for orchestrating hyper-personalized customer experiences and breaking down internal data silos.
• Competitive Landscape: FinTechs and Big Tech firms are outpacing traditional banks by offering fast, low-cost, and convenient digital banking experiences. Banks are losing relevance unless they adapt.
• Value Loop: FinTechs use a value loop approach to convert initial growth into sustainable value by lowering costs, diversifying revenue, and promoting customer engagement and loyalty.
• Customer Satisfaction Metrics: Banks lag behind FinTechs in Net Promoter Scores (NPS), highlighting the need for improved customer satisfaction and brand perception.

Key Information

Customer Expectations

• Personalization and Engagement: Customers expect banking experiences to be fun, relevant, and consistent across all channels. Over half of customers (52%) say banking is not fun, and many feel their banks lack innovation and seamless experiences.
• Switching Motivation: 75% of customers are motivated by fast, low-cost, and easy-to-use services, which are often features of FinTechs.
• Channel Preferences: Both customers and executives agree that the website and mobile apps are critical channels, though customers still value in-person branches more than executives.

Bank Challenges

• Legacy Systems: 95% of bank executives report that legacy systems and outdated core banking modules inhibit data-driven growth strategies.
• Data Silos and Capabilities: 80% of executives cited data reliability as a concern, and 70% lacked resources to process and analyze data effectively.
• Customer Lifecycle Management: Banks struggle with identifying new segments and providing seamless onboarding, leading to higher acquisition costs and lower retention.

FinTech Strategies

• Gamification: FinTechs use gamification to drive engagement and improve customer financial health. Examples include reward systems and educational content.
• Value Loop: FinTechs start with a single, low-cost product to attract customers, then expand using data, cloud, and APIs to build long-term relationships and increase wallet share.
• Ecosystem Integration: FinTechs are integrating into broader digital ecosystems, offering bundled services and leveraging partnerships to expand their reach.

Recommendations for Banks

• Embed in Customer Journeys: Banks should embed themselves in customers' digital and physical experiences to be more relevant and engaging.
• Invest in Technology: Banks must invest in AI/ML, analytics, and cloud infrastructure to improve customer understanding and deliver personalized experiences.
• Align Channel Mix: Banks should align their channel mix with customer preferences, ensuring a seamless omnichannel experience.
• Build Central Data Repository: A centralized data system is essential for precision marketing and real-time insights.
• Transform Branches: Branches should evolve into value amplifiers rather than just transaction points.
• Foster Collaboration: Banks should collaborate with FinTechs and technology partners to co-innovate and expand their product offerings.

Conclusion

The report underscores that banks can no longer rely on traditional methods to remain competitive. They must embrace digital transformation, adopt platform strategies, and enhance customer engagement through personalized, data-driven experiences. The CMO's role is central to this transformation, as they lead the effort to create emotional connections and drive long-term customer value. With the right investments and cultural shifts, banks can not only compete but also thrive in the new financial ecosystem.

Methodology

The report is based on insights from:

• A global Voice of the Customer survey of 8,051 customers.
• A separate poll of 142 banking senior executives from Asia, the Middle East, Europe, and the Americas.
• Expert analysis from Capgemini and Efma, involving collaboration with industry leaders and subject matter experts.

Partners with Capgemini

The report was co-authored with Efma, a leading association for the global financial services industry, to provide a comprehensive view of the current landscape and future trends in retail banking.

Footnotes

The report includes detailed statistics and case studies from various banks and FinTechs, illustrating the impact of digital transformation and customer engagement strategies. Notable examples include CIBC, Nubank, and Chime, which have successfully leveraged personalization and data analytics to enhance customer loyalty and drive growth.