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市場調查報告書
金融服務之交叉銷售市場
Cross-selling Financial Services: Profit through Retention
| 出版商 |
Datamonitor |
| 出版日期 |
2009年12月 |
商品編碼 |
107852 |
| 內容資訊 |
英文 66 pages |
| 價格 |
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金融服務之交叉銷售市場 是由出版商Datamonitor在2009年12月所出版的。
這份英文市場調查報告書包含66 pages 價格從美金4495起跳。
在金融產業中，只要增加消費者持有之金融產品即可提升顧客維持率之預測已成過去式，因消費者需求改變與技術進步，供應商為維持顧客，必須確立交叉銷售策略，並透過全部管道創造利益。
本報告為，分析金融服務之顧客維持率促進因素，並匯整消費者需求、供應商之應變能力及對供應商之建議，以下列摘要形式闡述。
第1章 概要
第2章 簡介
- 要維持顧客必須提高收益性
- 維持顧客雖成本高但較失去顧客之成本低
- CRM技術為維持顧客策略之要素
- 金融產品供應商忽視了以360度顧客觀點創出之價值
第3章 未來展望
- 趨勢：增加金融產品即可提升顧客維持率已成過去式
- 考察：即使產品增加與維持顧客也無關聯
- 持有產品多之消費者具研究機會之傾向
- 持有商品之消費者轉換行為在全部國家中影響皆低
- 考察：若無信任感則難以提升顧客維持
- 信賴感加上高價產品持有率為終極目標
- 信賴與產品持有之關係依國家不同
- 考察：轉換行為在特定消費者族群中極為活躍
- 中國、西班牙、印度之消費者有改變主要銀行之傾向
- 25歲至34歲之消費者轉換風險最大
- 獲得金融資訊之消費者最具轉換傾向
- 趨勢：依經濟狀況不同消費者對金融產品之購入也有不同選擇
- 當消費者覺得國家景氣與去年相同時則具有不太比較價格之傾向
- 因景氣影響轉換之傾向也依國家不同
- 比較價格之情形起因為對全產品領域之不安
- 考察：對主要銀行之忠誠度未必與消費者對景氣惡化之認知有所關聯
- 因對景氣之整體認知而影響對主要銀行忠誠度的以新興國家為多
- 考察：存款產品為最大之交叉銷售機會
- 經多國調查後發現主要銀行之各式商品滲透度具明顯差距
- 趨勢：維持客戶之技術有正反兩面
- 正為數據蒐集與分析
- 若不適當導入技術則不具價值
- 技術與文化融合之整體管道極為重要
- 考察：X、Y世代將金融產品比起服務更視為產品
- 年輕消費者不論忠誠度或信賴感都偏低
- 對Y世代而言需要不同手法
第4章 行動要點
- 行動：為建構顧客維持策略必須整合CRM與Web2.0
- 銀行應把握在不景氣中運用網路之創新溝通機會
- 大膽起用Web2.0
- 行動：若不具貢獻精神之企業文化則不論是如何之顧客維持策略皆無價值
附錄
Abstract
Introduction
The industry assumption that simply improving multiple product holdings will
boost retention rates no longer holds. Changing needs of consumers as well as
ongoing technological advancements mean that providers must reassess their
cross-sell strategies in order to drive profit through a more holistic
approach to retention.
Scope of this research
- Using data from our global FSCI survey, this report evaluates the drivers
of customer retention
- The report discusses trends and developments in consumer needs and
providers' capabilities and how these can drive a successful strategy
- The report provides concrete actions for providers to create a holistic
approach to customer engagement in order to boost retention levels
Research and analysis highlights
In assessing the impact that multiple product holdings have on a consumers'
likelihood to change their primary bank, Datamonitor has found that contrary
to industry assumptions a direct and simplistic link between product holding
and intention to stay with a bank cannot be made.
While it is understandable that those who believe that economic conditions
have worsened are more likely to now shop around more for their FS products,
it is those who believe that economic conditions in their country have
actually improved who are the most likely to shop around more now.
Generations X and Y have grown up in an increasingly technological world and
this has had many implications for the way they view the FS space, both in the
commoditization of products, but also in their personal interaction and
communication preferences.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey in
order to identify the drivers of customer retention
- Identify why cross-selling strategies must be reassessed as a result of
changing consumer needs
- Identify strategies you can take to create a more holistic approach to
customer engagement and effectively gain greater share of wallet
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION
- Customer retention is vital for providers to boost profits
- Customer retention is not cheap, but it is cheaper than losing customers
- CRM technology remains a vital part of any retention strategy
- FS providers have been notoriously slow to acknowledge the value of
creating a 360 degree view of the customer
THE FUTURE DECODED
- Trend: The perception that increasing consumers' product holding boosts
customer value does not hold
- Insight: High product holdings do not automatically translate into greater
customer retention
- Consumers with high product holdings are prone to research opportunities
elsewhere
- The influence of product holding on consumers' likelihood to switch is
similarly low in all countries
- Insight: Without trust, cross-sell does little to increase retention
- Trust plus high product holding is the holy grail for minimizing
switching
- The link between trust and product holding varies widely across
different countries
- Insight: Switching behavior is naturally higher among some consumer groups
- Consumers in China, Spain and India are most likely to change their
primary bank
- Consumers aged between 25 and 34 are at the greatest risk of switching
- More financially intelligent consumers are more prone to switching
- Trend: Economic conditions are making consumers more selective about where
they buy their FS products
- Consumers who believe that economic conditions in their country have
remained the same over the last year are the least likely to shop around more
- The influence of economic conditions on the likelihood to change varies
considerably across different countries
- Likelihood to shop around more stems from concern in all product areas
- Insight: Primary bank loyalty is not necessary linked to consumers' more
general perceptions of worsening economic conditions
- The influence of wider perceptions of economic views on primary bank
loyalty appears to be stronger in emerging countries
- Insight: Savings products represent the biggest cross-selling opportunity
for primary banks
- Cross-country findings highlight key differences in the popularity of
different products held with the primary bank
- Trend: Technology has brought advantages and disadvantages to customer
retention
- Technological capabilities in data collection and analytics are entirely
advantageous
- Technology is worthless if not employed properly
- A holistic approach combining technology and culture is key
- Insight: Generations X and Y have grown up to see FS products as ' goods'
rather than ' services'
- Younger consumers are less loyal and less trusting
- Connecting with generation Y requires a different set of tools
ACTION POINTS
- Action: Integrate CRM and Web 2.0 to create a holistic customer retention
strategy
- Banks should use the recession as an opportunity for innovation in
communication and interaction via the web
- Experiment boldly with Web 2.0
- Action: Any customer retention strategy is worthless unless accompanied by
a committed company culture
APPENDIX
- Data tables
- Methodology
- Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Likelihood of changing primary bank in the next six months
segmented by country
- Table: Likelihood of investigating the banking products and services
available from other banks according to number of products held with primary
bank
- Table: Likelihood of researching whether money is safe where it is over
the next six months according to number of products held with primary bank
- Table: Likelihood of changing primary bank in the next six months
according to product holding, segmented by country
- Table: Extent to which consumers feel their bank has reassured them that
their money is safe, and corresponding trust levels
- Table: Trust in primary bank and average number if products held with
primary bank segmented by country
- Table: Likelihood of changing primary bank in the next six months,
segmented by country
- Table: Likelihood of changing primary bank in the next six months, by age
segment
- Table: Indicators of financial intelligence according to those with no,
and those with five or more, other products held with the primary bank
- Table: Frequency of reading newspapers according to number of products
held with primary bank
- Table: Likelihood of changing primary bank in the next six months,
according to indicators of financial intelligence
- Table: Change in economic conditions in your country over the last twelve
months and likelihood to now shop around more
- Table: Perceptions of the worsening in economic conditions over the last
year, by country
- Table: Likelihood of changing primary bank in the next six months,
according to the change in economic conditions over the last year, segmented
by country
- Table: How current levels of concern in a number of product areas are
affecting likeliness to now shop around more
- Table: Percentage of consumers who believe economic conditions to have
' worsened a lot' in the last 12 months, and percentage of total products which
are held with primary banks, by country
- Table: Percentage of total products in each product area which are held
with the primary bank
- Table: Percentage of total products in each product area which are held
with the primary bank, segmented by country
- Table: Number of non-current account products held with primary bank, by
age segment
- Table: Trust in primary bank, by age segment
FIGURES
- Figure: Consumers are unlikely to change their primary bank over the next
six months
- Figure: High product holdings cannot be assumed to increase customer
retention
- Figure: Customers with high product holding are likely to investigate
products from other providers over the next six months
- Figure: Customers with high product holding are more likely to research
whether their money is safe where it is over the next six months
- Figure: US and Australian consumers with high primary bank product holding
were particularly more likely to switch
- Figure: Trust plus high product holding is the holy grail for minimizing
switching
- Figure: Reassuring consumers that their money is key to rebuilding trust
- Figure: The link between trust and product holding varies widely across
different countries
- Figure: Consumers in China, Spain and India are most likely to change
their primary bank
- Figure: Younger consumers are most likely to change their primary banks in
the next six months
- Figure: Customers with high product holding are financially intelligent
- Figure: More financially intelligent consumers are more prone to switching
- Figure: Customers with high product holding are read the paper far more
often than those with low product holding
- Figure: Consumers who believe that economic conditions in their country
have remained the same over the last year are the least likely to shop around
more
- Figure: India holds the highest number of consumers who believe that
economic conditions in their country have improved
- Figure: The influence of economic conditions on the likelihood to change
varies considerably across different countries
- Figure: Likelihood to shop around more stems from concern in all product
areas
- Figure: There is little correlation between primary bank loyalty and
perception of worsening economics
- Figure: Savings products represent the biggest cross-selling opportunity
for primary banks
- Figure: Product popularity is similarly diverse in all European countries,
but the US profile differs
- Figure: Primary bank product popularity differs widely across Asia Pacific
- Figure: Brazilians are more than average likely to hold every product with
their primary bank, except mortgages
- Figure: Younger consumers are less loyal
- Figure: Younger consumers are less trusting
- Figure: Providers must harness the advantages of a social and
technological approach to consumers in equal measure
- Figure: Bank of America' s Small Business Online Community successfully
pioneered the use of Web 2.0 in a customer-driven engagement and cross-selling
strategy
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