50 percent of customers feel undervalued by their bank
Banks must close the customer experience gap with friendly, knowledgeable staff and banking services that consumers demand.
Almost half of consumers in the US, Great Britain, Germany and France feel their bank does not value them as a customer, according to research from Ipsos MORI commissioned by GMC Software Technology. The research of 4,032 consumers across the four countries looked at what consumers really think about their banks’ customer experience and how they are valued.
A mere 27% of consumers in the U.S. believe that their bank really values them as a customer, but the banking industry elsewhere around the world doesn’t fare any better. In Germany, 20% of banking consumers feel valued. In Great Britain, the number plunges to only 10%. And in France, it’s a miserable 6%. That means you’d have to talk to 17 people in France before you’d find one that felt valued by their bank – c’est pathétique!
Four out of five consumers have little faith the banking industry even possesses the capacity to take care of them. Indeed, only 19% of consumers believe banks truly understand how to deliver a good customer experience.
Improving the Customer Experience
To further improve the banking customer experience, researchers say the top three hot-buttons for consumers are:
- being able to bank when and how they want (49%)
- friendly and knowledgeable staff (45%)
- easy access to the branch (39%)
