分行之客戶滿意度經驗：金融服務之最佳實踐 是由出版商Datamonitor在2011年10月所出版的。
這份英文市場調查報告書價格從美金4495起跳。
多元客戶經驗中，分行具有應對之決策意義。改善客戶經驗與活化銷售管道有關，並為多數客戶重視之重點。為圖最佳化客戶經驗，必須要致力於長期關係確立，不只增加購買，更必須關注客戶整體滿意度。
本報告為，匯整全球零售金融業理想之顧客應對調查數據及代表舉例，以下列摘要形式闡述。
概要
簡介
- 供應商對客戶滿意度經驗可做各種方法之定義
- 良好客戶經驗可區隔與其他公司之差別
- 開始重視顧客經驗管理之供應商
- 多數銀行為監測顧客經驗而執行眾多計畫
- 長期關係確立及成本管理息息相關之良好客戶經驗
- 給予客戶滿足感為長期關係確立之關鍵
- 客戶經驗為成本管理之材料
- 金融服務供應商必須改善顧客經驗之品質
- 銀行提供服務仍有極大改善空間
- 創出特別之滿足感不可缺乏感性面
- 無法滿足客戶之銀行必須面對「真實瞬間（顧客對企業印象）」之氣氛
- 通路無法個別評估
- 改善整體客戶經驗之整合多元方式
- 銀行必須重新檢視多元管道
- 零售商為多元經驗最理想之典範
- 具有「旅程」之客戶滿意度經驗
- 對應該善範圍有益之客戶滿意度經驗分析
- 供應商必須先認識客戶滿意度經驗為何
- 對多元經驗改善有益之「客戶之旅（購物之旅）」分析
- 客戶之旅因顧客喜好及使用管道而不同
- 今後分行在多元經驗上極為重要
- 多數消費者於全球中持續分行之使用
- 最多使用分行之目的為單一案件或交易諮詢
- 絕大比例消費者使用分行從事簡單日常交易
- 諮詢和預約之客戶急增
- 雖此用分行頻率減少，但也為小幅度減少
策略背景
- 貸款及抵押貸款（房屋貸款）產品調查中分行最為便利
- 交易上分行管道具有2層使用價值
- 產品調查中分行於購買上最受歡迎
- 分行為解消費者抱怨費之管道
- 消費者要求分行之自助服務及迅速應對
重點策略
- 提高顧客滿意度，並獲得客戶之分行據點便利性
- 轉移至分行銷售及重視諮詢
- 行員為顧客滿意度之關鍵
- 分行設計必須超越功能面，並創出客戶經驗
- 應結合分行經驗之對象及人口層個別探討
全球舉例研究
- Handelsbanken
- Citibank
- Frank by OCBC
- ING Direct
- Metro Bank
- 零售企業
附錄
圖表
Abstract
Introduction
The branch channel remains critical to the multi-channel experience. Improving
the experience will help to reinvigorate a channel that is clearly still
important to a wide range of consumers. Optimizing the customer experience
will also help to retain customers, increase cross-selling, and help to
produce more satisfied customers overall.
Features and benefits
- Optimize the branch customer experience by learning how consumers use this
channel for researching and purchasing products.
- Tailor the functionality of branches through gaining an insight into the
features that consumers view as essential to this channel.
- Boost customer retention and produce more satisfied customers by
understanding what consumers want from their branches.
- Learn best practice in branch customer experience from a series of global
case studies.
Highlights
Use of the branch channel is high, with 77.4% of consumers globally having
used this channel in the 12 months to June 2011. The most popular activities
for consumers to conduct through the branch channel are ordering a new check
book or new card, booking an appointment with an advisor, and depositing or
withdrawing money.
For all but three products, the branch channel is used by more consumers to
purchase a product than it is to research that same product. This reveals the
branch channel's strength as a channel of opening for consumers.
A roughly equal proportion of consumers believe that self-service kiosks and
the ability to meet an advisor without booking are essential features of the
branch channel. This finding highlights that globally consumers place equal
weighting on being able to conduct activities themselves in branch and having
an advisor to assist them.
Your key questions answered
- Does the branch channel still have a role in the banking experience?
- What do consumers view as the key characteristics of a bank branch?
- Which aspects of the branch customer experience need to change in order to
create a more positive experience?
- What are the benefits of creating a positive branch experience for FS
providers and their customers?
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION
- The customer experience can be defined for every interaction with a
provider
- Consumers are willing to pay a premium for a valued experience
- A good customer experience can differentiate a provider from its
competitors
- Providers are starting to focus on customer experience management
- Most banks now have in place extensive programs to monitor customer
satisfaction
- Good customer experience can aid consumer retention and control costs
- A satisfying customer experience will help to retain customers
- Customer experience can also be used to manage costs
- FS providers need to improve the quality of the customer experience they
provide
- There is much room for improvement in the standards of service that
banks provide
- Emotional attributes are vital to creating a unique experience
- How a bank handles “moments of truth” has a disproportionate impact upon
the customer experience
- Channels cannot be viewed independently of one another
- An integrated multi-channel approach will improve the overall customer
experience
- There will be tangible rewards for banks that perfect the multi-channel
experience
- Retailers offer best practice examples for a good multi-channel
experience
- The customer experience should be viewed as a journey
- Mapping the customer experience will identify areas for improvement
- Providers must first identify what the customer experience should look
like
- Analyzing the customer journey will help to improve the multi-channel
experience
- Customer journeys will vary due to consumer preferences and the
availability of channels
- The branch channel remains critical to the multi-channel experience
- The majority of consumers globally continue to use the branch channel
- The branch channel is most used for infrequent activities and querying
transactions
- A significant proportion of consumers continue to use the branch channel
for simple, everyday transactions
- The number of consumers booking an appointment to see an advisor has
seen the biggest increase
- Where there has been a decline in the use of the branch channel, it has
been a small decrease
STRATEGIC CONTEXT
- The branch channel is most used in terms of research for loan and mortgage
products
- Products need different levels of support at the researching stage
- There is a two-tier use of the branch channel for opening
- Face-to-face opening is convenient where paperwork and identification
are involved
- General insurance products are less frequently opened in branch
- Life insurance and pensions products are not predominantly opened in
branch
- The branch channel is more popular for purchasing than it is for
researching products
- Current accounts and savings accounts see the greatest leap between
in-branch researching and purchasing
- Mortgages and personal loans are more likely to be purchased than
researched in branch
- The branch channel is pivotal in resolving consumer complaints
- Consumers are most likely to raise a complaint through the branch channel
- The branch channel is where most problems are eventually resolved
- Consumers demand both self-service and immediate attention from the branch
channel
- Consumers demand both self-service and advisors in the branch channel
- Extended opening hours make the branch channel more accessible to
consumers
- Consumers seek a range of additional features in their branches
STRATEGY IN FOCUS
- Convenient branch locations improve the customer experience and aid
consumer acquisition
- Convenient branch locations are essential to attracting new customers
- Consumers seek out branches in order to purchase products
- The high demand for convenient ATMs can be leveraged to move
transactions away from the branch channel
- Opening hours must fit with the location of a branch
- Branch layout can aid convenience and improve the experience of visiting
a branch
- The branch channel should move towards a sales and advice focus
- Branches must adapt to meet the consumer demand for face-to-face advice
- Queues and wait times need to be managed efficiently to allow consumers
to see an advisor at a suitable time
- Everyday, simple transactions should be moved to remote channels or
self-service kiosks
- Innovation in self-service kiosks will help to shift consumers to
automation
- Staff are a key differentiator in the customer experience
- Consumers expect staff to be polite and interested
- Staff must be experts with regards to the products and services that
they work with
- The correct balance between staff and self-service machines will improve
the customer experience
- A customized branch network needs staff to cater to local consumer needs
- Staff remuneration must be better aligned with customer experience
outcomes
- Retaining staff over the medium to long term will improve the customer
experience
- The design of a branch must go beyond the functional to create a superior
experience
- Intuitive branch designs increase efficiency and improve the customer
experience
- Digital signage allows consumers to have the most up-to-date information
- Branch design must go beyond the functional and “wow” the customer
- The branch experience should be tailored to the segment or community it
serves
- Premium banking customers will expect an exclusive customer experience
- Different segments of the population will enjoy different experiences
from the branch channel
- Tailoring a branch to the local community will aid consumer engagement
GLOBAL CASE STUDIES
- Handelsbanken: handing control back to the branch
- Handelsbanken's decentralized model improves the experience of
decision-making
- Staff are empowered through increased autonomy
- Handelsbanken leverages the branch's power for relationship building
- Citibank: “Smart Banking” branches use technology to be more customer-centric
- Citibank has used technology to make the branch channel more convenient
and interactive
- Citibank will cater its “Smart Banking” format to local needs
- Frank by OCBC: tailoring branches to target a youth audience
- Frank has designed retail store concept branches
- Branches located on university campuses help to target the youth segment
- Targeting one segment in branch helps providers to focus the customer
experience
- ING Direct: using physical locations to build a brand and relationships
with customers
- ING Direct has distinguished its cafes from typical bank branches
- ING Direct uses physical locations to build relationships with its
customers
- FS providers can learn from ING Direct's focus on advice and
relationship building
- Metro Bank: bringing a retail experience to the bank branch
- Convenience and service are central to Metro Bank's customer experience
offering
- The Metro Bank branch design is retail-inspired
- Metro Bank staff target customer satisfaction scores not sales
- Retailers: in-store events and services are vital to improving the
customer experience
- The ability to “walk out working” will add to the convenience of the
face-to-face channel
- Financial health clinics would reassure consumers and attract more
customers to the branch
- In-branch demonstrations and workshops add value to the customer
experience
- Identifying staff who are experts in a particular product reassures
consumers that they are speaking to the right person
APPENDIX
- Additional data
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Disclaimer
TABLES
- Table: Consumers whose main method of conducting various branch activities
is in branch, across 21 countries (%), June 2011 (one of two)
- Table: Consumers whose main method of conducting various branch activities
is in branch, across 21 countries (%), June 2011 (two of two)
- Table: Consumers who consulted a member of staff in branch before opening
various banking products, across 21 countries (%), June 2011 (one of two)
- Table: Consumers who consulted a member of staff in branch before opening
various banking products, across 21 countries (%), June 2011 (two of two)
- Table: Consumers who opened various banking products through the branch
channel, across 21 countries (%), June 2011 (one of two)
- Table: Consumers who opened various banking products through the branch
channel, across 21 countries (%), June 2011 (two of two)
- Table: Channels used to make initial complaint, across 21 countries (%),
June 2011
- Table: Whether consumers had to go to/return to their branch to resolve a
complaint, across 21 countries (%), June 2011
- Table: Consumer descriptions of self-service kiosks for paying in checks
etc. in branch banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of the ability to meet an advisor without
booking in branch banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of printed product and service information to
take away in branch banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of dedicated premium banking areas in branch
banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of foreign exchange facilities in branch
banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of seven-days-a-week opening in branch
banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of evening opening in branch banking, across
21 countries (%), June 2011
- Table: Consumer descriptions of free Wi-Fi in branch banking, across 21
countries (%), June 2011
- Table: Consumer descriptions of refreshments during appointments in branch
banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of coin-counting facilities in branch
banking, across 21 countries (%), June 2011
- Table: Consumer descriptions of displays showing news in branch banking,
across 21 countries (%), June 2011
- Table: Influence of having a convenient branch near home or workplace on
current account provider choice, across 21 countries (%), June 2011
- Table: Influence of convenient cash machines on current account provider
choice, across 21 countries (%), June 2011
- Table: Influence of a convenient branch network on savings provider
choice, across 21 countries (%), June 2011
- Table: What kind of institution consumers went to when they last took
financial advice, across 21 countries (%), June 2011
- Table: Consumers' primary method of communication with advisor when they
last took financial advice, across 21 countries (%), June 2011
FIGURES
- Figure: The customer experience is influenced by three factors
- Figure: Value-added increases as providers move towards an
experience-based economy
- Figure: The multi-channel approach to banking means that consumers expect
a consistent experience across all the channels that they use
- Figure: Consumers can use different channels at different stages of their
journey to purchase a product
- Figure: A possible customer journey for choosing, opening, and using a
savings account
- Figure: Use of the branch channel over the last 12 months has been high
- Figure: The branch channel is most often used for infrequent activities,
withdrawing money, and querying transactions
- Figure: The branch channel has grown in popularity for a number of
activities including booking an appointment with an advisor and transferring
money
- Figure: The branch channel is most commonly used in terms of research for
mortgage products and personal loans
- Figure: There is a two-tier pattern of use of the branch channel across
products
- Figure: The branch is a stronger channel of purchase than it is a channel
of research
- Figure: For the majority of products, more consumers purchase through the
branch channel than use this channel for research
- Figure: Consumers are most likely to raise a complaint face-to-face in the
first instance
- Figure: The majority of consumers have to go into the branch channel to
resolve their complaint
- Figure: Almost equal proportions of consumers believe that self-service
kiosks and the ability to meet an advisor without prior arrangement are
essential features of the branch channel
- Figure: There is a hierarchy of factors that affect the customer
experience in the branch channel
- Figure: Convenience is a critical attribute in improving the customer
experience of the branch channel
- Figure: Convenient branch locations are essential to provider choice for
both current accounts and savings accounts
- Figure: The focus of branches must move towards sales and advice, with
simple transactions performed at self-service kiosks
- Figure: The branch channel needs to adapt in order to provide a better
experience for consumers
- Figure: The majority of consumers go to their primary bank when they seek
financial advice
- Figure: Branch staff must be experts in terms of the products they work
with as well as their customer base
- Figure: Rude or disinterested staff have a strong negative impact on the
customer experience
- Figure: The design of the branch can increase convenience and make selling
and advice easier for staff
- Figure: Bank branches should optimize the time consumers spend waiting to
see an advisor
- Figure: FS providers can improve the customer experience by tailoring the
branch to the local community or a particular segment of consumers
- Figure: Handelsbanken focuses on the relationship between the customer and
the bank
- Figure: The “Citi Interactive Media Wall” allows consumers to browse news
and search product information
- Figure: OCBC has designed its Frank branches to resemble retail stores
where consumers feel comfortable to browse
- Figure: ING Direct's cafes offer space to relax as well as an opportunity
to find out more information about ING products
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