Over 50 Percent of Customers at Risk of Leaving Their Bank Finds Capgemini's World Retail Banking Report 2013

Over 50 Percent of Customers at Risk of Leaving Their Bank Finds Capgemini's 
World Retail Banking Report 2013 
Banks Struggle to Provide More Personal Customer Experiences; Mobile
Banking Offers Opportunity to Build Customer Centricity  
PARIS and NEW YORK, NY  -- (Marketwired) -- 04/23/13 --  Within the
next six months, ten percent of retail banking customers surveyed
globally will likely leave their bank and an additional 41 percent of
customers say they are unsure if they will stay or go finds the tenth
annual World Retail Banking Report 2013 (WRBR 2013) released today by
Capgemini and Efma. To re-build the customer-bank relationship,
opportunity exists for banks to become more customer-centric by
leveraging vast amounts of customer data and by further developing
mobile capabilities to create more personal interactions. The
cornerstone of the WRBR 2013 is its extensive customer survey and
Customer Experience Index (CEI)(1) which measures perceptions of
18,000 customers in 35 markets about the factors that matter most to
them across channels, transactions and products. 
According to the WRBR 2013, country level variations exist with 11 of
35 markets recording a relative increase of more than 20 percent in
their share of customers with positive experience; while on the
contrary, nine markets saw a decline in their share of customers with
a positive experience.(2) Positive customer experiences are also
found to be strongly correlated with the trust customers place in
their banks and with the customers' belief that their banks have a
good understanding of their needs. "With half of retail banking
customers globally not feeling loyal to their bank, it's clear that
banks need to close the gap and build customer-centricity into their
DNA," said Jean Lassignardie, Chief Sales and Marketing Officer,
Capgemini Global Financial Services. "With banking services
commoditized, banks must seek to differentiate themselves and build
customer loyalty in other ways. Providing the right products at the
right time through preferred and emerging channels such as mobile is
one clear way to build lasting customer loyalty." 
"Quality of Service" emerged as the single most important factor
driving customers to switch banks across most regions with the
exception of North America where
 fees mattered most, followed closely
by quality of service. The WRBR 2013 revealed that approximately 50
percent of customers or less are satisfied with their banks in five
core areas: knowledge of customer's needs and preferences (37 percent
satisfied); product-channel fit (43 percent satisfied); trust and
confidence (51 percent satisfied); intimacy and relationship building
(43 percent satisfied); and providing a consistent multi-channel
experience (44 percent satisfied).  
Customer Data Can Provide Understanding of Needs and Preferences
Today, with growth in delivery channels and varied banking products,
the number of customer interactions has increased but the level of
personal connections has declined. Banks have access to more
structured and unstructured consumer data than ever before which can
be used to build better customer relationships; from customer forms
to tweets about banking experience. Employing a business objective
led approach towards leveraging data should be part of a bank's
differentiation and customer retention strategy says the WRBR.  
Mobile Banking's Impact on Building Customer Experience 
Over the last decade, the mobile channel has evolved from a pure
customer service instrument to a tool that drives business growth
globally. The report's customer survey shows mobile banking is
emerging as a key tool for banks to drive customer-centricity, enable
sales, influence the product-channel mix and achieve differentiation.
In developing markets and for younger customers, the quality of
mobile service has been found to be a significant influence on the
customer's decision to choose or leave a bank.  
Some banks have already realized that mobile is a key tool for
differentiation. According to the report, BNP Paribas in France
believes that digital is the new way to engage its customers and has
developed comprehensive mobility solutions for a more personalized
customer experience and to drive more subscriptions to their banking
products. "Internet and mobile are not mere channels, but are the new
way of banking," said Virginie Fauvel, Head of BNP Paribas Online
Banking. "We have fully integrated mobile into how we do business and
continue to innovate to meet the ever growing and evolving customer
base that sees mobile as an easy, efficient and secure way to bank." 
Mobile is the Wave of the Future
Younger customers, in particular, expect more from mobile banking,
including balance inquiries, money transfers, alerts, bill payments
and mobile apps. To turn mobility into a competitive differentiator
and a tool for achieving customer centricity, banks should focus on
leveraging a well laid out roadmap which starts with providing
mobility services that meet the competitive offerings in the market,
engaging customers by understanding their preferences and providing
them with more personalized mobility offerings catered to their
needs. 
''The future of retail banking is mobile banking. By the end of 2013,
there will be more mobile devices than people with a predicted 10
billion mobile connected devices amounting to a global average of 1.4
mobile devices per capita. Banks need to go where the opportunity is
-- and that is mobile," says Patrick Desmarès, Secretary General,
Efma. 
About Capgemini 
With more than 125,000 people in 44 countries, Capgemini is one of
the world's foremost providers of consulting, technology and
outsourcing services. The Group reported 2012 global revenues of EUR
10.3 billion. Together with its clients, Capgemini creates and
delivers business and technology solutions that fit their needs and
drive the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the Collaborative
Business Experience™, and draws on Rightshore®, its worldwide
delivery model. 
Learn more about us at www.capgemini.com. 
Rightshore ® is a trademark belonging to Capgemini 
About Capgemini's Financial Services Global Business Unit
Capgemini's Global Financial Services Business Unit brings deep
industry experience, innovative service offerings and next generation
global delivery to serve the financial services industry. With a
network of 21,000 professionals serving over 900 clients worldwide
Capgemini collaborates with leading banks, insurers and capital
market companies to deliver business and IT solutions and thought
leadership which create tangible value. 
More information is available at: www.capgemini.com/financialservices 
Rightshore® is a trademark belonging to Capgemini  
About Efma
As a global not-for-profit organization, Efma brings together more
than 3300 retail financial services companies from over 130
countries. With membership from almost a third of all large retail
banks worldwide, Efma has proven to be a valuable resource for the
global industry, offering members exclusive access to a multitude of
resources, databases, studies, articles, news feeds and publications.
Efma also provides numerous networking opportunities through work
groups, online communities and international meetings. 
Visit: www.efma.com 
(1) The WRBR 2013 Customer Experience Index uses data from 18,000
customer surveys from 35 markets spread across six geographic
regions. Eighty customer-bank touchpoints are examined to give a
n
in-depth, granular review of customers' perceptions about their banks
around the world. 
(2) Customer experience reflects the entire customer lifecycle while
customer satisfaction measures just one customer/bank interaction.  
Image Available: http://www.marketwire.com/library/MwGo/2013/4/22/11G
004673/Images/WRBR_2013_Infographic_(2)-130786665362.jpg 
Capgemini   Press contacts:
Marta Saez (EMEA)
Weber Shandwick
Tel: +44 207 067 0524
E-mail: msaez@webershandwick.com  
Maria Cianfichi
Weber Shandwick (NA and all other regions)
Tel: +1 212 445 8187
E-mail: mcianfichi@webershandwick.com   
Efma Press Contact: 
Karine Coutinho
Efma
Tel: +33 1 47 42 69 82
E-mail: karine@efma.com 
 
 
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