2019年全球金融服务消费者报告（英文）-埃森哲-201908_57页_4mb

报告摘要

2019 Accenture Global Financial Services Consumer Study Summary

Core Content

This study explores the evolving expectations of consumers in the financial services sector, identifying four key customer personas that help financial institutions better understand and engage with their clients. The research is based on a survey of 47,000 customers across 28 markets, providing insights into how consumers want to interact with banks and insurers today.

Main Findings

Integrated Propositions: Consumers are increasingly looking for services that address core life needs, not just traditional financial products. Around half of respondents expect financial providers to offer integrated solutions that combine various products and services from both financial and non-financial vendors.
Personalization: A significant number of consumers—especially Pioneers and Pragmatists—want personalized financial advice and services tailored to their behavior and lifestyle. Personalization includes customized offers, alerts, and products based on individual usage patterns.
Data Sharing: Consumers are willing to share data with financial providers in exchange for better, more convenient services. However, this willingness is contingent on the data being used to provide value and maintain trust.
Omnichannel Integration: Over half of respondents desire a seamless experience across physical and digital channels. This indicates a growing demand for a unified and flexible banking and insurance experience.
Trust in Financial Institutions: Trust in financial institutions is high and increasing, especially for banks and insurers. However, maintaining trust requires robust data security and delivering personalized value.

Key Personas

Pioneers (23%)

Tech-savvy and open to innovation.
Willing to take risks to improve their lives.
95% interested in integrated propositions.
77% willing to share data for personalized services.
73% want better access via digital and physical channels.
Trust in banks and insurers is high (88% and 83% respectively).
Less loyal, with a third switching banks in the past year.
Influenced by corporate social responsibility when choosing providers.

Pragmatists (23%)

Channel-agnostic and satisfied with current services.
Trust in banks and insurers is strong (89% and 77%).
85% interested in integrated propositions.
78% willing to share data for personalized services.
72% want better access through omnichannel integration.
Less interested in new technologies and more cautious about data privacy.
Value human interaction and traditional service models.

Skeptics (33%)

Discontent and risk-averse.
Least trusting of financial providers (65% for banks, 59% for insurers).
Only 45% are content most of the time.
53% interested in integrated propositions.
31% willing to share data for personalized services.
48% want better access through omnichannel integration.
Less likely to use mobile for banking and more frustrated with customer service.

Traditionalists (21%)

Older (66% are 55+), less well-off, and tech-averse.
55% interested in integrated propositions.
54% willing to share data for personalized services.
36% want better access through omnichannel integration.
33% trust their provider less than a year ago.
Value personal contact and are dissatisfied with current digital offerings.
More likely to switch banks due to declining trust.

Recommendations

Build Ecosystems: Financial providers should become orchestrators of ecosystems that deliver integrated propositions. This involves collaboration with third-party vendors and partners.
Leverage Technology: Use APIs, AI, and RPA to enable seamless data sharing and personalized services.
Enhance Personalization: Focus on creating tailored experiences that align with customer behavior and preferences.
Ensure Data Security: Communicate clear data security policies to maintain trust and prevent data-related churn.
Engage Customers at Life Moments: Target consumers during key life events such as home buying, car ownership, and retirement with relevant integrated services.

Conclusion

The study highlights the importance of understanding consumer behavior through personas to deliver personalized, integrated, and secure financial services. By adapting to these evolving expectations, financial institutions can better meet customer needs, increase loyalty, and drive growth.

展开完整摘要