2,000 Banking Customers Have Spoken!

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CSI recently commissioned an online survey of more than 2,000 U.S. adults to learn about their banking habits and expectations.

Here’s a sample of what they told us:

  • 86% of all Americans say they are happy with the current digital banking offerings available through their bank. This figure varied only slightly when broken down into age and socio-economic groups.

“To see such widespread similarity is noteworthy here,” says Bob Meara, senior analyst with Celent’s banking practice. “It’s not just the millennial who has expectations of a really whizz-bang digital experience.”

  • 85% of Americans want all their branch needs met by a single banker, at the initial point of contact.

“This experience needs to be delivered via educated banking professionals—enter the ‘universal banker’—who have been crossed-trained in all areas of the bank to provide a seamless, holistic experience for the customer,” says Eric Cook, digital strategist with WSI. “This banker needs to be empowered by the right tools on the back end, such as AI and predictive technologies, to help prepare them for the right conversations with the right customers at the right time.”

  • 83% of Americans want advice from their institution toward reaching their financial goals.

“The one area where I see the biggest opportunity from a service and differentiator perspective is the expectations of the customer that the bank proactively offers the right mix of financial products and services,” says Cook. “So many consumers don’t know what they don’t know, so they won’t be coming into branches and asking for some of the services that will help them, not because they are not interested, but because even the customer likely does not know what’s best for them.”

 

To learn more, get the Full Executive Report: CSI Consumer Poll 2018.

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