Banks are bad at personalizing their offer. At important moments in life, whether it be installation, project financing, acquisition or retirement, only a small minority of French customers say that their bank contacts them to offer them services. adapted.
Few customers believe that their bank offered attractive products at key times
The lack of proactivity is obvious today. This is shown by the survey conducted by the Ipsos institute on behalf of the IT services company Sopra Steria.. In addition, less than 1 out of 6 French customers who have been in contact with their bank believe that their bank has offered them really interesting products during the high points of their life. Improving the quality of digital services for banks is an imperative.
Among the 30 innovative services that customers could have on their smartphone and which were tested in the survey, customers favor those involving personalization. For example, we can cite an application that advises customers on the financial investments to adopt according to their moments in life. This also concerns pro-activity with, for example, a system that alerts customers to overdraft risks or that offers day-to-day management recommendations. There is also the speed and simplicity of access to operations or purchases by grouping all the means of payment in a single application.
Customers are expecting more proactivity and proximity, according to the survey. At important moments in their lives, only a very small minority of French customers say that their bank contacts them to offer them appropriate services. This is to prepare a project to finance where only 10% say they have been contacted by their bank. Similarly, when they have built a project together where only 9% are contacted or when they have encountered difficulties or hardships such as a separation, illness or the death of a loved one. Only 10% are contacted by their bank.
Barely 1 in 4 customers feel they have been treated like someone who matters
French customers express a moderate level of satisfaction with the quality of their interactions with their bank at important times in their lives. Only 1 in 4 customers who have been in contact with their bank consider that their bank has “really” treated them as someone who matters. This is 24% of all customers, compared to 30% on average in Europe. Only about 1 in 4 French customers believe that their bank has really offered them services adapted to their particular situation. It’s 25% and 28% for European customers.
Only 1 out of 6 French customers feel that their bank has offered them really interesting services or products. That is to say 17% against 21% for European customers. In the end, only 1 in 10 people consider that their bank has worked to make them earn more money. That is to say 13% in France against 16% in Europe.
Ipsos and Sopra Steria tested nearly 30 innovative services that customers could use on their smartphone. Among the solutions acclaimed by French customers, we find those that would offer a very strong personalization of the service. For example, we are talking about an application that offers them credit products adapted to their current situation. 52% of customers in France are interested compared to 49% of customers in Europe and 60% of customers in the United States.
Clients want personalized investment advice
Customers are also interested in services on their smartphone that would allow them to have personalized advice in terms of financial investments to earn more money or save more. 60% of French people are interested, 61% of European customers and 65% of Americans.
Services playing on pro-activity also meet with strong interest from many French customers. This is the case of a device that would alert customers to a risk of overdraft or a financial risk and would offer them day-to-day management recommendations. 59% of French people are interested and 57% of European customers. Customers are also interested in a smartphone service that would advise them on certain financial investments according to the moments in their lives. They are 58% of customers in France who would use it and 61% in the United States.
Services that allow customers to simplify their lives, offering more convenience and speed in their operations are highly anticipated. Many customers are interested in a smartphone application that would consolidate all their means of payment in a single application such as their credit cards and payment by transfer. This is the case for 54% of French people. Many customers would also be interested in a mobile application that would instantly allow them to pay in installments. They are 54% of interested French customers, 61% in the United States and 86% in Africa.
2000 French people questioned
The survey was conducted in 14 countries via the Internet from August 2 to 25, 2022 among 12,500 people. In particular, in France, 2000 people were questioned, 2000 people in Great Britain, 2000 people in Germany and 1000 people in the United States.
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Banks that are bad at personalizing their offers
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