1、DISCOVER THE PATTERNS IN PERSONALITY Explore our latest research and uncover the consumer trends affecting banks and insurers today. Find out how customers want to engage with you through our four powerful personas. 2019 Accenture Global Financial Services Consumer Study Contents Overview Customer p
2、ersonas Pioneers Pragmatists Skeptics Traditionalists Customer attitudes and preferences Appetite for integrated propositions addressing core needs Appetite for personalization of services Willingnesstosharedataforreciprocalbenefits Integration between physical and digital channels The role played b
3、y trust Recommendations About the research 3 6 8 11 14 17 21 22 28 32 38 45 48 53 #FSConsumerStudy Financial Services customers are more willing than ever to share dataprovided that data sharing powers integrated propositions and offers that are tailored to their needs. The pressure is on for banks
4、and insurers to provide highly personalized services, but how can they accommodate a million markets of one? Byfindingthepatternsthatbringcustomerstogether. In 2018 we surveyed 47,000 banking and insurance customers across 28marketsinAsia-Pacific,Europe,LatinAmerica,MiddleEastandAfrica, andNorthAmer
5、ica.Throughthissurvey,whichbuildsonourfirstbiennial study in 2017 and is one of the largest of its kind, we sought to understand what these consumers value, what differentiates them and how they want toengagewithfinancialproviders. What brings customers together sets them apart 2019 Accenture Global
6、 Financial Services Consumer Study3 #FSConsumerStudy OVERVIEW Consumers want integrated propositions addressing core needs. Our research reveals that around half of consumers expectfinancialproviderstoofferpropositionsaddressing coreneeds,andnotonlytraditionalfinancialservices. These propositions ty
7、pically focus on a particular customer need, such as a complete “mobility proposition” for carbuyersthatincludesdifferentfinancing,renting and reselling options, as well as access to insurance, maintenanceandancillaryservices. Our study identified several patterns among consumers, which we distilled
8、 into five key findings: 1. Other examples include a property-buying solution encompassing a mortgage, home insurance coverage and an additional loan for furnishings and a health proposition that provides wearable devices, points-based rewards forhealthybehavior,oraccesstowellnessservices. 4 #FSCons
9、umerStudy 2019 Accenture Global Financial Services Consumer Study OVERVIEW Consumers increasingly want a fully personalized offering from their financial providers. One in two consumers indicated an interest in personalized financialadvicefrombanksthatisshapedbytheirpersonal circumstancesincluding a
10、nalysis of spending habits and advice on how to manage moneywhile 64 percent are interested in insurance premiums that are tied to behavior (suchasdrivingsafely). Consumers are willing to share data with their providers in return for better advice and more attractive deals. For example, they are int
11、erested in offers and perks based on where they shop most often and priority services such asafast-trackinsuranceclaimssettlement. 4.2. 5. 3. Consumers want better integration across physical and digital channels. Morethanhalfofalloursurveyrespondentsexpressed an appetite for a true omnichannel bank
12、ing experience that would allow them to switch seamlessly between physicalanddigitalchannels. Consumers trust in financial institutions is high and increasing. Consumers are likely to say that they trust their banks andinsurersmorethantheydid12monthsago.To maintain this trust, particularly when hold
13、ing customers personal data, providers should demonstrate robust security measures while delivering value-adding insightandpersonalizedservices. 5 #FSConsumerStudy 2019 Accenture Global Financial Services Consumer Study OVERVIEW You cant spell personal without persona To engage customers with person
14、alized services and see each customer as an individualbanks and insurers should first recognize their customers similarities. The consumers in our survey can be divided into four broad personas basedonhowtheyperceiveandengagewithbanksandinsurers. The differences between these personas are striking,
15、and highlight how traditional demographic segmentation, such as by age or wealth, can miss important nuances of how consumers view theirfinancialproviders. 2019 Accenture Global Financial Services Consumer Study6 #FSConsumerStudy CUSTOMER PERSONAS Pioneers: Risk takers, tech-savvy and hungry for inn
16、ovation Tech-savvy and keen to engage withfinancialprovidersusing mobile devices, Pioneers are hungry for innovation in services andchannels.Theyaccountfor 23percentofrespondents. Skeptics: Tech-wary, dissatisfied and alienated Skeptics are the largest group, accounting for 33 percent of the sample,
17、 yet their dissatisfaction withfinancialprovidersmeans they are a challenging persona toengage.Morethanathirdare under 35, making them a long- term opportunity for providers iftheycanbetargeted. Pragmatists: Ubiquitous, trusting and channel agnostic Also making up 23 percent of the sample, Pragmatis
18、ts see technology as a means to an end rather than asalifelongpassion.Theyare satisfiedwiththeservicelevelsthey receive and they expect good value fromproviders.Theyareinterested in (though a little suspicious of) personalization. Traditionalists: Value human touch, tech- avoiders and losing trust G
19、enerally older (55+) than the other personas, Traditionalists show low levels of engagement andsatisfactionwiththeirfinancial servicesproviders.Theyarethe smallest group from our consumer survey, comprising 21 percent ofrespondents. Meet the personas: 2019 Accenture Global Financial Services Consume
20、r Study7 #FSConsumerStudy CUSTOMER PERSONAS Pioneers Young: 50% are between 18 and 34. More likely to be male than female: 55% of Pioneers are men. Earning a good wage: 43% are in a high-income bracket. Ethically minded: 65% say their providers approach to corporate social responsibility will influe
21、nce their choice. Tech-savvy: 87% say their smartphone is their principal device for transacting online. Open to risk: Three in four are willing to take risks to improve their lives. Hungry for innovation: They want to explore new channels such as wearable devices. Inspired by the new: 80% are inter
22、ested in integrated propositions from financial providers and non-financial vendors. 8 #FSConsumerStudy 2019 Accenture Global Financial Services Consumer Study CUSTOMER PERSONAS Trusting, but not loyal AlthoughPioneerstrusttheirfinancialproviders,theyare the least loyala third had switched banks wit
23、hin the past year.Butwhilethesearchforbetter-valueproducts and services is their main driver for switching, Pioneers also considermorealtruisticfactors.Almosttwothirdssaythat corporatesocialresponsibilitywouldinfluencetheirchoice ofanewprovider. Risk-takers Pioneers are most willing to take risks to
24、 improve their lives75 percent of them say they dont mind doing thisconsiderably more than the 53 percent of Pragmatists and over three times the percentage ofTraditionalistswhoagreewiththisstatement. 2019 Accenture Global Financial Services Consumer Study9 #FSConsumerStudy CUSTOMER PERSONAS: PIONEE
25、RS 95% agree 73% agree Would be willing to share data in return for personalized and convenient services Compared to 80% overall “I would like my bank or insurer to introduce new ways of communicating with me, such as via wearable devices” Compared to 31% overall Importance of personalization Activi
26、ties Importance of access Lifestyle Trust Tech and data attitudes PioneersTotal 54% 80% 87% 72% 86% 48% 81% 75% 89% 70% 76% 87% 30% 54% 75% 56% 68% 39% 65% 48% 65% 56% 62% 54% Read content online Content most of the time Phone is principal device Browse internet on mobile Take risks to improve life
27、Confident user of tech Read social media posts Seek work/life balance Like traditional approaches Check accounts on phone People seek my advice Alert about data privacy Bank Social Network Provider Retailers Tech/Telecoms Insurance 88% 83% 61% 57% 48% Trust to look afterfinancial well-being 2019 Acc
28、enture Global Financial Services Consumer Study10 #FSConsumerStudy CUSTOMER PERSONAS: PIONEERS Everywhere: Pragmatists are the most evenly distributed persona group across age groups and geographies. Channel agnostic: 77% dont mind which channel they use as long as they get what they need. Satisfied
29、: 78% have a positive experience when they visit their bank branch. Content: They are less likely to be interested in bespoke or novelty customer experiences. Open to advice: 95% trust human advisors in bank branches to give advice on a loan or mortgage. Data conscious: 79% say they are alert and ca
30、utious about their data privacy. Trusting: They are more likely to trust their bank to look after their financial well-being, and for their insurer to safeguard their data. Pragmatists 11 #FSConsumerStudy 2019 Accenture Global Financial Services Consumer Study CUSTOMER PERSONAS Happy with their serv
31、ice Pragmatistsaremorebroadlysatisfiedwiththeircurrentfinancial providersthantheotherthreepersonas.Morethanthree-quarters say they have a positive attitude toward bank branches, and 96 percent say they trust the advice they receive from human advisorsattheirinsurancebranchwhenmakingaclaim. Intereste
32、d in personalization, but wary about signing up They are the group closest to Pioneers in terms of behavior, and are interested in offers, perks, alerts and tips based on theirspendingpatterns.However,theyarelessinterested intheseservicesthanPioneers. Embrace technology, but only up to a point Pragm
33、atists want control over their accounts and are keen onfastandefficientservice.Theylikeonlineaccessvia desktoporlaptop,ratherthanbymobiledevice.Lessthan a third are interested in a wider range of in-branch services, suchascoffeeshopsorfinancialeducation. 2019 Accenture Global Financial Services Cons
34、umer Study12 #FSConsumerStudy CUSTOMER PERSONAS: PRAGMATISTS TotalPragmatists 85% agree 72% agree Would be willing to share data in return for personalized and convenient services Compared to 80% overall “I would like my bank to blend physical branches and digital services, allowing me to interact w
35、ith them in the way that best suits me, and which gives me a seamless experience” Compared to 59% overall 34% 62% 79% 66% 78% 27% 77% 53% 79% 64% 70% 60% Importance of personalization Activities Importance of access LifestyleTech and data attitudes 30% 54% 75% 56% 68% 39% 65% 48% 65% 56% 62% 54% Tru
36、st Read content online Content most of the time Phone is principal device Browse internet on mobile Take risks to improve life Confident user of tech Read social media posts Seek work/life balance Like traditional approaches Check accounts on phone People seek my advice Alert about data privacy Bank
37、 Social Network Provider Retailers Tech/Telecoms Insurance 89% 77% 31% 29% 18% Trust to look afterfinancial well-being 2019 Accenture Global Financial Services Consumer Study13 #FSConsumerStudy CUSTOMER PERSONAS: PRAGMATISTS Discontent: Just 45% say they are content most of the time. Risk-averse: On
38、ly 42% say they take risks to improve life. Mistrustful: Least likely to trust banks and insurers to look after their data. More tech-wary: They are less confident users of technology than their peers. Frustrated: They feel let down in terms of customer service. Difficult to convince: Low interest i
39、n integrated propositions around core needs from financial providers and non-financial vendors. Dissatisfied: Only 31% have a positive experience when they visit their bank branch. Skeptics 14 #FSConsumerStudy 2019 Accenture Global Financial Services Consumer Study CUSTOMER PERSONAS Often unhappy Sk
40、eptics are demanding and often unhappy with the servicetheyreceivefromtheirfinancialservicesproviders. They are not interested in personalized products and servicesandlessthanathirdwanttousenewchannels. Lacking in trust Skepticsshowlowlevelsoftrustinproviders.Thisdoesnt seem to affect their loyalty
41、to these providers, however on average, Skeptics stay with their bank for 14 years and theirinsurerforsevenyears. Less likely to use mobile for transactions Although younger than other persona groups, Skeptics are less likely than Pioneers and Pragmatists to use their mobile phone to access informat
42、ion and transact online, or to spend time each day browsing the internet on their mobiledevice. 2019 Accenture Global Financial Services Consumer Study15 #FSConsumerStudy CUSTOMER PERSONAS: SKEPTICS TotalSkeptics 80% agree 48% agree Would be willing to share data in return for personalized and conve
43、nient services Compared to 80% overall “I am frustrated when I call customer servicesbecausemyqueryisrarelyresolved bythefirstpersonIspeakto” Compared to 36% overall 27% 45% 65% 58% 60% 33% 71% 42% 58% 54% 45% 56% Importance of personalization Activities Importance of access LifestyleTech and data a
44、ttitudes 30% 54% 75% 56% 68% 39% 65% 48% 65% 56% 62% 54% Trust Read content online Content most of the time Phone is principal device Browse internet on mobile Take risks to improve life Confident user of tech Read social media posts Seek work/life balance Like traditional approaches Check accounts
45、on phone People seek my advice Alert about data privacy Bank Social Network Provider Retailers Tech/Telecoms Insurance 65% 59% 29% 27% 21% Trust to look afterfinancial well-being 2019 Accenture Global Financial Services Consumer Study16 #FSConsumerStudy CUSTOMER PERSONAS: SKEPTICS Mature: 66% of Tra
46、ditionalists are 55 or older. Less well off: Majority are in the low-to-medium income bracket. Tech-avoiders: 78% never use a mobile app or website to contact their bank. Responsive to the human touch: Value personal contact with knowledgeable staff. Feeling let down: Only 53% say providers deliver
47、well on their priority of polite, knowledgeable staff. Losing trust: 13% trust their provider less than a year ago. Wary of the new: Uninterested in new products/services including integrated propositions from financial providers and non-financial vendors. Traditionalists 17 #FSConsumerStudy 2019 Ac
48、centure Global Financial Services Consumer Study CUSTOMER PERSONAS Human contact This group shows little interest in product, service, or channel innovation and, in fact, tendstomistrusttechnology.Theyplacemuch more value on personal contact with polite and knowledgeable professional advisors, while
49、showingsignificantdissatisfaction withthequalityofcurrentservices. Declining trust leads to increased switching Traditionalists are the only group whose level of trust in their providers as guardians of their financialwell-beinghasfallenoverthepast year.Thisisreflectedinthefactthatthey have switched banks more over the past yearthananyothergroupexceptPioneers. 2019 Accenture Global Financial Services Consumer Study18 #FSConsumerStudy CUSTOMER PERSONAS: TRADITIONALISTS TraditionalistsTotal 55% agree 36% agree Would be willing t
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