2019年全球金融服务消费者报告(英文)-埃森哲-201908.pdf

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2019年全球金融服务消费者报告(英文)-埃森哲-201908.pdf
#FSConsumerstu OVERVIEW What brings customers together sets themapart Financial Services customers are more willing than ever to share data-provided that data sharing powers integrated propositions and offers that are tailored to their needs. The pressure is on for banks and insurers to provide highly personalized services, but how can they accommodate a million markets of one? By finding the patterns that bring customers together In 2018 we surveyed 47,000 banking and insurance customers across 28 markets in Asia-Pacific, Europe, Latin America, Middle east and africa and North america. Through this survey, which builds on our first biennial 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 to engage with financial providers 3 2019 Accenture glabal Financial Services Consumer Study OVERVIEW HFSConsumer Study Our study identified several patterns among consumers, which we distilled into five key findings Consumers want integrated propositions addressing core needs. Our research reveals that around half of consumers Other examples include a property-buying solution expect financial providers to offer propositions addressing encompassing a mortgage, home insurance coverage and core needs, and not only traditional financial services an additional loan for furnishings and a health proposition that provides wearable devices, points-based rewards These propositions typically focus on a particular customer for healthy behavior, or access to wellness services need, such as a complete "mobility proposition"for car buyers that includes different financing, renting and reselling options, as well as access to insurance, maintenance and ancillary services 4 2019 Accenture Glabal Financial Services Consumer Study OVERVIEW HFSConsumer Study Consumers increasingly want a Consumers want better integration fully personalized offering from their across physical and digital channels. financial providers. More than half of all our survey respondents expressed One in two consumers indicated an interest in personalized an appetite for a true omnichannel banking experience financial advice from banks that is shaped by their personal that would allow them to switch seamlessly between circumstances--including analysis of spending habits and physical and digital channels advice on how to manage money-while 64 percent are interested in insurance premiums that are tied to behavior Consumers' trust in financial (such as driving safely institutions is high and increasing. Consumers are likely to say that they trust their banks Consumers are willing to share data and insurers more than they did 12 months ago. To o with their providers in return for better maintain this trust, particularly when holding customers advice and more attractive deals personal data, providers should demonstrate robust For example, they are interested in of fers and perks based security measures while delivering value-adding on where they shop most often and priority services such insight and personalized services as a fast-track insurance claims settlement 5 2019 Accenture Glabal Financial Services Consumer Study #FSConsumerstu CUSTOMER PERSONAS You cant spell personal without persona To engage customers with personalized services and see each customer as an individual-banks and insurers should first recognize their customers' similarities The consumers in our survey can be divided into four broad personas based on how they perceive and engage with banks and insurers The differences between these personas are striking and highlight how traditional demographic segmentation, such as by age or wealth, can miss important nuances of how consumers view their financial providers 6 2019 Accenture Glabal Financial Services Consumer Study #FSConsumerstu CUSTOMER PERSONAS Meet the personas Pioneers: Pragmatists Skeptics: Traditionalists Risk takers, tech-savvy Ubiquitous, trusting Tech-wary, dissatisfied Value human touch tech and hungry for innovation and channel agnostic and alienated avoiders and losing trust Tech-savvy and keen to engage Also making up 23 percent of the Skeptics are the largest group, Generally older (55+)than the with financial providers using sample, Pragmatists see technology accounting for 33 percent of the other personas, Traditionalists mobile devices. Pioneers are as a means to an end rather than sample, yet their dissatisfaction show low levels of engagement hungry for innovation in services as a lifelong passion. they are With financial providers means and channels. They account for satisfied with the service levels they they are a challenging persona and satisfaction with their financial 23 percent of respondents receive and they expect good value to engage. More than a third are services providers. They are the from providers. they are interested under 35, making them a long smallest group from our consumer in(though a little suspicious of) term opportunity for providers survey, comprising 21 percent personalization if they can be targeted of respondents 7 2019 Accenture Glabal Financial Services Consumer Study 恭 FSConsumer Study CUSTOMER PERSONAS Pione Younge Open to risk: 50% are between 18 and 34 Three in four are willing to take risks to improve their lives More likely to be male than female: Hungry for innovation: 55% of Pioneers are men They want to explore new channels such as wearable Earning a good wage: devices 43% are in a high-income bracket Inspired by the new: Ethically minded: 80% are interested in 65% say their provider's approach integrated propositions to corporate social responsibility from financial providers will influence their choice and non-financial vendors Tech-savvy: 87% say their smartphone is their principal device for transacting online 8 2019 Accenture Glabal Financial Services Consumer Srudy #FSConsumerstu CUSTOMER PERSONAS PIONEERS Trusting, but not loyal Although Pioneers trust their financial providers, they are the least loyal-a third had switched banks within the past year. But while the search for better-value products and services is their main driver for switching, Pioneers also consider more altruistic factors. Almost two thirds say that corporate social responsibility would influence their choice of a new provider Risk-takers Pioneers are most willing to take risks to improve their lives-75 percent of them say they don t mind doing this-considerably more than the 53 percent of Pragmatists and over three times the percentage of Traditionalists who agree with this statement 9 2019 Accenture Glabal Financial Services Consumer Study CUSTOMER PERSONAS 群 FSConsumer Study PIONEERS Pioneers Activities Lifestyle Tech and data attitudes 89% 81% 86% 87s 87% 80 72% 65%70% 75% 76% 75% 68% 62% 65% 54 56% 56% 54% 48% 54% 39% 30% Check Read Browse RO Pcople Take Content Alert Confident Phone is accounts social nedia internet on content work/life about data traditional principa on phone posts mobile online advice balance improvc lifc c timc privacy approaches tcch device Importance of personalization Importance of access Trust to look wcll bcing 88% 95% 73% 83% agree agree Tech/Telecoms 61% Would be willing lo share data in return I would like my bank or insurer to introduce Retailers 57% tor personalized and convenient scrviccs ncw ways of communicating with mc, Compared to 80% overal ch as via wearable devices Social network provider 48% 10 2019 Accenture Glabal Financial Services Consumer Study

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