How do customers see their banking business? What do customers expect?
- results of a qualitative research
Customers see their bank as a facilitator for the necessary money transfers. But they would really like to see their bank be more supporting in their needs. The winning argument for customers to choose for or stay with a bank is 'make my life easy', 'give me the best fit solution, and when the context changes, by my changing life, or by further developed products, be pro-active and bring them to my attention’.
Trust, reliability and security remain the fundament of the bank on which customer intimacy can be build. Transparency in bank processes, in financial products and the private situation is also required. Furthermore what customers experience as important has to be listened to, so the customer gets the feeling of being special. And they want the bank to be accessible 24 hours a day, seven days a week, for all kinds of questions. It is also important that the products are good financial offers with added value for the customer at that particular moment in time.
Banking is Fun will support the customer with their financial services to realise their dreams. With the concept of Banking is Fun, the customer is in control of his financial situation. The bank will pro-actively support the customer in his direct needs and take away the daily worries, with transparent and intuitively right products. Transparency is a key item to be trusted as a bank. Transparency combined with service excellence will surprise customers and give a good customer experience, which will result in a higher customer loyalty.
We recognise the trend that banks strive for customer intimacy, but the customer sees a bank mostly as a facilitator of necessary money, and accepts the bank for daily transactions. From our research the conclusion can be drawn that the number one customer need is "understand me and my situation, and help me with it, make my life easy". Customers do not accept the push strategies for products they do not need, so cross-selling for short term revenue is not building loyal customers on the long term.
The Banking is Fun concept is built with new proven technology, and reduces the overall costs of a direct bank. This causes a lower pricing of the basic package of financial services. The boundaries given by law and regulations will not hamper the design of a customer oriented Internet bank.
Customers see their bank as a facilitator for the necessary money transfers. But they would really like to see their bank be more supporting in their needs. The winning argument for customers to choose for or stay with a bank is 'make my life easy', 'give me the best fit solution, and when the context changes, by my changing life, or by further developed products, be pro-active and bring them to my attention’.
Trust, reliability and security remain the fundament of the bank on which customer intimacy can be build. Transparency in bank processes, in financial products and the private situation is also required. Furthermore what customers experience as important has to be listened to, so the customer gets the feeling of being special. And they want the bank to be accessible 24 hours a day, seven days a week, for all kinds of questions. It is also important that the products are good financial offers with added value for the customer at that particular moment in time.
Banking is Fun will support the customer with their financial services to realise their dreams. With the concept of Banking is Fun, the customer is in control of his financial situation. The bank will pro-actively support the customer in his direct needs and take away the daily worries, with transparent and intuitively right products. Transparency is a key item to be trusted as a bank. Transparency combined with service excellence will surprise customers and give a good customer experience, which will result in a higher customer loyalty.
We recognise the trend that banks strive for customer intimacy, but the customer sees a bank mostly as a facilitator of necessary money, and accepts the bank for daily transactions. From our research the conclusion can be drawn that the number one customer need is "understand me and my situation, and help me with it, make my life easy". Customers do not accept the push strategies for products they do not need, so cross-selling for short term revenue is not building loyal customers on the long term.
The Banking is Fun concept is built with new proven technology, and reduces the overall costs of a direct bank. This causes a lower pricing of the basic package of financial services. The boundaries given by law and regulations will not hamper the design of a customer oriented Internet bank.
