埃森哲-2019年全球金融服务消费者报告（英文）-2019.8-57页_5mb

报告摘要

2019 Accenture Global Financial Services Consumer Study Summary

Core Content

This document outlines the findings of the 2019 Accenture Global Financial Services Consumer Study, which surveyed 47,000 customers across 28 markets in Asia-Pacific, Europe, Latin America, Middle East and Africa, and North America. The study identifies four key customer personas and five major trends influencing consumer behavior in the financial services sector.

Main Findings

Integrated Propositions: Consumers expect financial providers to offer integrated solutions that address core life needs, such as mobility, home ownership, and health. These solutions combine products and services from both financial and non-financial providers.
Personalization: A growing number of consumers want personalized financial services, including tailored advice, behavior-linked insurance, and customized offers.
Data Sharing: Consumers are willing to share data with providers in exchange for better services and personalized experiences.
Omnichannel Integration: Over half of respondents desire a seamless integration between physical and digital channels.
Trust in Financial Institutions: Trust in banks and insurers is high and increasing, especially when it comes to managing financial well-being.

Key Customer Personas

Pioneers (23%): Tech-savvy, open to innovation, and willing to take risks. They value integrated propositions and are interested in personalized services, though less loyal than others.
Pragmatists (23%): Satisfied with current services, prefer traditional channels, and are open to personalization but cautious about data privacy.
Skeptics (33%): The largest group, but generally dissatisfied. They are less trusting and less interested in innovation and integrated propositions.
Traditionalists (21%): Older, less tech-savvy, and value human interaction. They are less interested in new services and show declining trust in financial institutions.

Key Insights by Persona

Persona	Appetite for Integrated Propositions	Appetite for Personalization	Willingness to Share Data	Trust in Financial Providers
Pioneers	95%	80%	77%	88%
Pragmatists	85%	72%	78%	89%
Skeptics	80%	53%	31%	65%
Traditionalists	55%	36%	54%	69%

Recommendations for Financial Providers

Build Ecosystems: Financial providers should position themselves as orchestrators of ecosystems that deliver integrated propositions addressing core customer needs.
Personalize Services: Develop personalized services that cater to individual preferences and behaviors, using data to offer tailored advice and offers.
Enhance Trust: Implement robust security measures and demonstrate value to maintain and increase consumer trust.
Improve Omnichannel Experience: Ensure a seamless integration between physical and digital channels to meet consumer expectations.
Focus on Data Analytics: Convert data into actionable insights and deliver personalized services across preferred channels.

Examples of Successful Ecosystems

DBS Bank Ltd: Launched a car ownership marketplace that includes budget calculators, test drives, and guided experiences.
ERGO Safe Home: Offers a virtual product bundle with home insurance, smart home technology, and emergency services.
USAA: Provides a wide range of services through its associated firms, enhancing client engagement.

Conclusion

The study emphasizes the importance of understanding and leveraging customer personas to deliver personalized and integrated financial services. By building trust, enhancing data usage, and creating seamless omnichannel experiences, financial providers can better meet the evolving needs of their customers.

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