2017年-数据局_安永：2016年全球消费银行业务调查_18页_1mb

Summary of "Customer Trust: Without It, You're Just Another Bank"

Core Content

This article from EY's Global Consumer Banking Survey discusses the importance of customer trust in the banking industry and highlights the challenges traditional banks face in maintaining it. Trust is described as a critical component of customer relationships, influencing advocacy, loyalty, and future business. The survey reveals that while traditional banks are still largely trusted for basic financial security, they are losing ground to nontraditional providers in areas that drive relationship-based trust, such as unbiased advice and transparency.

The article outlines three levels of trust:

1. Foundational trust – based on the protection of money and personal/financial information.
2. Tactical trust – tied to the reliability of core banking services and transactional accuracy.
3. Strategic trust – focused on relationship building and the ability to act in the customer's best interest.

Main Points

• Trust is essential for both customer satisfaction and business growth.
• Nontraditional banks are increasingly trusted by customers, especially in areas like product suitability and financial well-being.
• Customer trust is not just a feeling but a measurable factor that affects customer advocacy and business outcomes.
• Digital transformation is a key enabler of trust, with internet-only banks and nonbanks leading in fee transparency and customer-centric practices.
• Cultural change is necessary for banks to reorient around trust, with leadership playing a pivotal role in setting the tone and aligning incentives.

Key Findings from the 2016 Global Consumer Banking Survey

• Global trust in banks remains high, but nontraditional providers have achieved parity in foundational trust and outperformed in relationship-based trust.
• Complete trust is highest in Asia-Pacific emerging economies (54%) and lowest in Europe (36%) and mature Asia-Pacific (31%).
• Chinese banks enjoy the highest level of complete trust (79%), while Japanese banks have the lowest (11%).
• Customers are more likely to describe their providers as accessible (58%) and responsive (32%) than as trusted advisors (27%) or interested in long-term financial well-being (14%).

Top Five Descriptors of Primary Financial Services Providers

Factors Influencing Customer Trust

• Personal experience (66%)
• Quality of products and services (56%)
• Quality of customer care (56%)
• Willingness to work with me in times of need (55%)
• Number of different fees they charge (54%)

Six Actions for Banks to Preserve Trust

1. Inspire a customer-centric culture – align leadership and incentives to prioritize trust.
2. Deliver complete transparency in product features and transaction fees.
3. Proactively protect customer data and defend against cybersecurity threats.
4. Radically transform the front line to provide unbiased, high-quality advice.
5. Master customer touch points by eliminating errors and streamlining service.
6. Expand into new territory to create an ecosystem of products and services that meet customer needs.

Conclusion

Trust is a multidimensional concept that requires strategic, tactical, and cultural alignment. While traditional banks have an advantage in brand recognition and scale, they must adapt to digital expectations and customer preferences to remain relevant. Building trust is not only a matter of customer satisfaction but also a competitive necessity, especially as new entrants challenge the status quo. The article emphasizes that trust-building strategies must be unique to each institution, reflecting its value proposition and customer needs.

Key Information

• 55,000 consumers participated in the 2016 EY survey.
• Only 23% of global consumers trust their banks to recommend products best suited to their needs.
• Fee transparency is a critical driver of customer advocacy and future business.
• Nontraditional banks are outperforming traditional banks in relationship-driven trust.
• Cultural change is necessary for banks to rebuild trust and differentiate themselves.
• Regulatory influence is increasing, with consumer protection agencies playing a more active role in trust-building.