Banking Customer Journey
This report looks at customer involvement with their banks. The
'customer journey' constitutes the where and what of consumer
decision-making in the buying of a financial product or deciding to
do business with a particular banking institution.
Consumer need and reasons for change mark the first part of the
consumer journey. Following on from this, the report identifies the
channels through which a consumer becomes aware of a specific
provider or product in the context of existing consumer
requirements and channel suitability.
Usability makes for the penultimate stage of the consumer
journey, elaborating on the key importance of meeting consumer
reasons for contact with an accessible multi-faceted interface for
the direct takeup of consumer demands or enquiries. The report
comes full circle with the re-establishment of consumer loyalty
with a new provider, outlining levels of satisfaction and value
Over 20 questions were asked in total, covering the
- What sources of information do consumers use when choosing a
- How consumers contact their main banking provider?
- How consumers buy new financial products and what prompts a
- What points of contact do consumers use with their banking
provider once they have become customers?
- What are the pinch points in the customer bank
- How well do banks understand their customers' needs?
- How do consumers evaluate the value they get from their
- How receptive are consumer to actual and potential new entrants
into the banking industry?
- How loyal are consumers to their banks?
For a full table of contents for this report, click here.
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