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市場調查報告書
重新建立消費者對理財顧問的信用
Rebuilding Consumer Trust in Financial Advice
| 出版商 |
Datamonitor |
| 出版日期 |
2009年07月 |
商品編碼 |
96194 |
| 內容資訊 |
英文 55 pages |
| 價格 |
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重新建立消費者對理財顧問的信用 是由出版商Datamonitor在2009年07月所出版的。
這份英文市場調查報告書包含55 pages 價格從美金4495起跳。
消費者金融產業的信用水準降到谷底。對開始銀行業務的金融機構而言，目前集資的最優先課題就是建立信用。信用的重要性雖因產業或地區或有不同，但金融業者的信用的確仍是留住現有顧客、吸引新顧客的重要因素。
本報告書內容包括：理財顧問恢復原有信用水準的相關分析資訊、主要動向及考察等。內容綱要摘記如下：
概要
介紹：對金融產業而言的信用
- 定義概念：何謂信用？
- 提高信用度有助於獲得及留住顧客，並提高整體業績利益
- 展現信用有許多方法
- 一旦失去信用就不容易恢復，這也與其他企業擁有的不信任感相關
- 更廣義的利害關係人有共同負責的義務，這也是產業真正須面臨的課題
未來分析
- 動向：理財顧問苦於失去消費者對金融產業的信賴
- 考察：理財顧問的信用水準因地區而異
- 動向：理財顧問的信用水準與銀行產業的信用水準相關
- 考察：銀行產業的信用水準愈提昇，消費者對於付錢給理財顧問就愈消極
- 動向：消費者與其相信金融產業整體發展，更傾向相信自己主要來往的銀行
- 考察：雖有少數的例外，對銀行的信賴程度在金融緊縮後也未大幅降低
- 動向：容易受到信用水準影響的是消費者的忠誠度
- 考察：消費者尋找新往來銀行的意願受到現有主要交易銀行的信用度影響
- 考察：當失去對往來銀行的信賴時，消費會傾向相信其他資訊來源的建議
- 動向：與金融緊縮前相比，消費者不那麼積極地因為價格就購買金融商品
- 考察：當信用水準下降時，消費者就不再將價格做為選擇商品時的主要決定因素
- 動向：消費者具有愈豐富的知識，就愈積極參與市場
- 考察：對銀行的信賴能刺激尋求專家建議的意願
- 考察：精通財務問題的消費者會更信賴有未來發展性的產業而非缺乏自信的產業
- 考察：財務自信程度能刺激消費者跳過自已主要交易的銀行去尋求專家的建議
行動要點
- 理財顧問有必要改善大眾的評價和評判，創新行動方案
- 銀行應改變推銷既有商品的態度，進而提供廣泛的建議
- 理財顧問應因應消費者的整體生活型態需要，擴充目標市場
附錄
圖表
Abstract
Introduction
Consumer trust in Financial Services is at an all time low. In order to
attract consumers' money, banks and other institutions must first rebuild
trust in financial advice. The importance of trust varies across industry and
region but for all FS players trust is a crucial element in retaining and
attracting customers.
Scope of this research
- Using global consumer data from our FSCI survey this reports identifies
the extent to which trust has been lost.
- The report analyses the causes of this shift & identifies strategies to
rebuild trust & encourage customers to take professional financial advice.
- The report discusses what trust means in the context of financial advice &
what it means for customer acquisition & retention, as well as performance
- A number of key trends have been highlighted that describe the interplay
between trust, attitudes and behaviour in the wake of the credit crunch.
Research and analysis highlights
Financial advisors suffer the lowest level of trust in financial services.
Advisors and brokers are the only financial institution where the proportion
of consumers who distrust them exceeds the proportion who trust them.
Trust in financial advisors is correlated with trust in the banking industry.
The lower the levels of trust in both primary bank and the banking industry
are, the lower the degree of trust shown in financial advisors and brokers.
Consumers are less willing to buy financial products purely on the basis of
price than pre-credit crunch. Consumers who may once have been focused on
price to the exclusion of almost everything else are now placing a higher
premium on stability and security.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey,
enabling you to understand drivers behind the loss of trust in your industry.
- Identify actionable strategies that can help encourage consumers to use
banks and other financial providers for advice.
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION: TRUST IN THE CONTEXT OF FINANCIAL SERVICES
- Defining the intangible: what is trust?
- Datamonitor' s Trust Process attempts to capture both the static and the
dynamic elements of consumer trust
- An improved level of trust can directly benefit customer acquisition,
retention and overall performance
- Consumers trust advisors much less than they trust any other financial
institutions
- Trust is manifested in the market through a variety of means
- Once lost, trust is hard to recover but is relative to the distrust felt
for other organizations
- Long queues outside the branches were evidence of a loss of trust in
Northern Rock
- The collapse of Fannie Mae and Freddie Mac is another example of the
fallout from lost trust
- A wider range of stakeholders must take responsibility for rebuilding
trust and this is the real challenge for the industry
- Industry bodies must accept their own responsibilities and avoid passing
the buck
THE FUTURE DECODED
- Trend: Financial advisors suffer the lowest level of trust in financial
services
- Banks can exploit this trend to attract customers seeking advice
- There is an opportunity for the supermarkets to gain market share from
the established banks and financial advisors
- Other institutions enjoy lower levels of trust among the public
- Insight: Trust in financial advisors varies by region
- Trend: Trust in financial advisors is correlated with trust in the banking
industry
- Insight: The more trust in the banking industry has fallen, the less
willing consumers are to pay for advice
- Trend: Consumers trust their own bank considerably more than the banking
industry as a whole
- Insight: With a few exceptions, trust in banks not fallen greatly since
the onset of the credit crunch
- Trend: Consumer loyalty is influenced by trust
- Dependence on consumer apathy and inertia has led financial institutions
to become complacent
- Insight: The willingness of consumers to shop around is affected by levels
of trust with their primary bank
- Insight: Where customers have lost trust in their bank, they are likely to
use other sources of advice
- Trend: Consumers are less willing to buy financial products purely on the
basis of price than pre-credit crunch
- Trust transcends price in the banking equation
- Insight: Where levels of trust are low, consumers are less likely to focus
on price as a key determinant of product choice
- Trend: More knowledgeable and sophisticated consumers are more active in
the market
- Insight: Trust in banks drives willingness to seek professional advice
- Insight: Consumers who are well-informed about financial matters tend to
have more trust in the industry than those who are less confident
- Insight: Financial confidence leads consumers to look beyond their primary
bank for advice
ACTION POINTS
- Action point: Advisors need to renew their efforts to improve their
standing and reputation among the public
- Proposed measures to reform the market for advice in the UK can serve as
a template for other countries
- Action point: Banks should stop marketing themselves purely on a commodity
basis, and instead focus on building emotional ties by offering wide-ranging
advice
- First National Bank of South Africa has launched a website offering
advice and information on a range of financial and economic issues
- NatWest introduces a campaign to improve the financial knowledge of UK
consumers
- Action point: Financial advice should be widened in scope to address
consumers' lifestyles in the whole
- Financial advisors should strengthen relationships with their clients
- Providers should consider tie-ups with aggregator sites
APPENDIX
- Supplementary data
- Definitions
- Independent Financial Advisor (IFA)
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Net trust in financial institutions
- Table: Proportion who trust financial advisors and brokers
- Table: Proportion who will not use paid-for advice
- Table: Net trust in financial advisors and brokers, by country
- Table: Net likelihood to shop around more for financial services and
products than before the downturn, by country
- Table: Net trust in primary bank and banking industry, by country
- Table: Net agreement that trust in primary bank and banking industry has
fallen since credit crunch, by country
- Table: Proportion who will investigate products elsewhere, open saving
account elsewhere, research whether money is safe, or carry on behaving as
before
- Table: Proportion who will go to primary bank for advice on savings or for
other financial products
- Table: Agreement with looking for cheapest/ highest return products, or
financial stability
- Table: Proportion who look for cheapest/ highest return product
- Table: Proportion who will pay more into savings, pay more into pension,
invest more for long-term
- Table: Proportion who seek professional advice prior to decisions
- Table: Relationship between keeping up with financial news and trust in
banking industry
- Table: Relationship between keeping up with financial news and shopping
around for financial products, investigating products from other banks, and
seeking professional advice
FIGURES
- Figure: The Datamonitor Trust Process
- Figure: Increased trust helps to build up customer acquisition/retention
and improve performance
- Figure: Customers queuing outside Northern Rock as they lose their trust
in the bank' s business model
- Figure: Consumers globally feel that government and business share
responsibility for the crisis
- Figure: 53% of consumers globally feel that government should be held most
responsible for solving the financial credit crisis
- Figure: 64% of Indonesian consumers believe government and regulators are
most responsible for solving the financial credit crisis.
- Figure: Trust in advisors is very low compared to other institutions
- Figure: BRIC consumers trust advisors more than European consumers do
- Figure: European customers least likely to shop around
- Figure: Trust in advisors moves hand-in-hand with trust in banks
- Figure: The more trust has fallen, the less willing consumers are to pay
for advice
- Figure: Consumers have more trust in their own bank than in the industry
overall
- Figure: In general consumers do not feel that their level of trust has
declined since the credit crunch
- Figure: Declining trust with primary bank affects prompts ' disloyal'
behavior
- Figure: Trust in primary bank drives willing to obtain advice there
- Figure: The high-profile collapse of banks such as Icesave contributed to
a change in consumer priorities
- Figure: Wish for stability outweighs desire for good price
- Figure: Recent Nationwide advertising campaign emphasizing its trustworthy
values
- Figure: As trust declines, so does importance of price
- Figure: Propensity to seek advice drives future activity
- Figure: Propensity to seek advice is driven by trust in industry
- Figure: Trust in banks is driven by financial sophistication
- Figure: Knowledge drives search for products and advice
- Figure: First National Bank of South Africa is attempting to increase
customer engagement thorough its ' How can we help you?' initiative
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