{"id":2784,"date":"2017-12-07T08:00:31","date_gmt":"2017-12-07T16:00:31","guid":{"rendered":""},"modified":"2026-04-09T08:56:23","modified_gmt":"2026-04-09T15:56:23","slug":"the-top-five-things-a-customer-needs-from-their-bank","status":"publish","type":"ms-industry","link":"https:\/\/www.microsoft.com\/en-us\/microsoft-cloud\/blog\/banking\/2017\/12\/07\/the-top-five-things-a-customer-needs-from-their-bank\/","title":{"rendered":"The top 5 things a customer needs from their bank"},"content":{"rendered":"\n

Today\u2019s digital savvy customers have a world of banking options available at a tap of their phone\u2014and they are ready to change banks if they don\u2019t get the experience they desire. Understanding digital banking trends and what drives customer experience in banking is clearly crucial to acquiring new customers and retaining existing ones in an environment of high switching and low loyalty. When financial institutions understand what their customers really need, banks and customers both win. When thinking about the Future Banking Ecosystem<\/a> keep in mind the following top five things customers want from their bank.<\/p>\n\n\n\n

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Empower intelligent banking<\/h2>

Unlock new opportunities at speed through innovative business models, deliver differentiated customer experiences across channels, products and services, and redefine new ways of working.<\/p>

Learn more<\/a><\/div><\/div>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t
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1. Customers need banking to be easy<\/h2>\n\n\n\n
\"Balance,<\/figure>\n\n\n\n

It sounds straightforward, but easy banking with a great customer experience is deceptively difficult. Accessing bank products and services should be a simple, seamless experience \u2013 clean menus that don\u2019t require countless clicks or tons of taps to access basic banking tasks. And if a customer is used to a mobile interface, they don\u2019t want to have to relearn how to bank on a different desktop or tablet display. Digital transformation has dramatically boosted the number of interactions customers have with their bank to up to 17 interactions per month, mostly online or with a mobile device, increasing the importance of easy engagement. If a financial firm fails to make basic banking tasks simple and unified, customers will move on to a bank that does.<\/p>\n\n\n\n

2. Customers need options for how they bank<\/h2>\n\n\n\n
\"banking<\/figure>\n\n\n\n

Ease isn\u2019t enough \u2013 banking customers want 24\/7 access and options: on the web at home, on their phone on the go, at physical branches, and more. Today\u2019s customers operate across both digital and physical, with 65% of customers interacting with their bank through multiple channels. Even the older, less technologically-engaged demographics that prefer in-person banking are eager to include other channels and expand their web or mobile-based interactions. Digital transformation has enabled instant gratification across multiple industries, and bank customers expect the same always-available, immediate access to banking as they do for the other digital services in their life. The difficulty with providing options and access across physical and digital comes with ensuring smooth transitions between the two. Customers want to be able to start a banking process online and not have to repeat information or tasks at a physical branch. Providing many options and a seamless, easy experience across every avenue can be challenging for banks, but it is critical to satisfying today\u2019s customer<\/p>\n\n\n\n

3. Customers need responsive customer service<\/h2>\n\n\n\n
\"customer<\/figure>\n\n\n\n

Great service quality is a necessity, as customers have no reservations about switching when they receive frustratingly opaque fines and fees or their bank fails to solve their problems. Banks need to be transparent and communicate with their customers, and if issues do arise they must act quickly to painlessly resolve them on the first try. A third of banking customers report that poor customer service is the primary reason they would leave their bank. For customers who have changed banks due to bad service, over 80% said they could have been retained if their issue had been solved on their first contact with the bank. Though responsive customer service may not win banks and new customers, it is crucial to keeping existing ones.<\/p>\n\n\n\n

4. Customers need to be better understood<\/h2>\n\n\n\n
\"advertising<\/figure>\n\n\n\n

Customers want individual attention and relevant offers from their bank, and not the usual spam of generic ads. If a customer is researching new credit cards, a targeted offer from their bank for a great deal on a card that is customized to what they are looking for saves the customer time and money. Meanwhile, an offer for a Home Equity Line of Credit rate sent to all of a bank\u2019s customers is frustrating spam that just turns most customers off. Customers want to be understood so much that they are perfectly willing to trade personal data for tailored offerings. As more customers take advantage of digital channels, they interact with their bank more \u2013 giving banks more opportunities to better understand customer needs, to present more relevant offers at the right time and place, and ultimately to increase retention while selling additional products.<\/p>\n\n\n\n

5. Customers need great value from their financial products and services<\/h2>\n\n\n\n
\"Discount,<\/figure>\n\n\n\n

Customer loyalty program adoption is rising, but it\u2019s not because customers are actually more loyal to their banks. One-third of banking customers participated in at least one loyalty program primarily to gain access to the \u201cbest deals.\u201d Customers will go anywhere they can find good value, with 27% of bank customers purchasing or subscribing to a new financial product or service over the last six months\u2014regardless if the offering came from their current provider. To compete, banks must go beyond personalization for existing customers and build great, high-value financial offerings that attract today\u2019s savvy banking customers. Customers want convenience and value, and they are willing to exchange their personal data for good deals and discounts. Nearly half of customers want their banks to locate markdowns on purchases of interest for them, providing banks with a tremendous sales opportunity.<\/p>\n\n\n\n

Clearly, consumer trends in banking point to an increased demand for tailored digital services, exceptional customer experience, and high-value products. The challenge for financial institutions is to not only cater to all five customer desires but to differentiate themselves from the competition. Exceeding across key customer needs is critical to acquiring new customers and retaining existing ones in a high-churn environment. The question for banks is, how do they provide plenty of options, remain highly responsive across every channel, offer personalized experiences to everyone, and deliver great value for customers while making it all look easy?<\/p>\n\n\n\n

Introducing Customer Insights for Banking<\/h2>\n\n\n\n

Customer Insights for Banking, built on Microsoft Cloud technology, provides banks with a holistic, 360-degree view of customers and their needs. The solution empowers banks to modernize customer interactions by driving channel optimization, improving customer engagement, and identifying the right customers to increase profitability. Customer Insights for Banking helps financial firms differentiate themselves by enabling banks to give customers exactly what they want.<\/p>\n\n\n\n

Learn more about how Microsoft is empowering intelligent banking<\/a>.<\/p>\n\n\n\n

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[1] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016
<\/sub>[2] Wall Street Journal, \u201cWhat customers want from their banks: Ease,\u201d 2016
<\/sub>[3] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[4] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[5] McKinsey & Company, \u201cThe Future of US Retail-Banking Distribution\u201d, 2014
<\/sub>[6] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[7] PwC, \u201cOne step ahead: How banks can anticipate what customers will want next,\u201d 2015
<\/sub>[8] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016
<\/sub>[9] NGDATA, \u201cCustomers want their banks to know them better \u2013 now and into the future,\u201d 2017
<\/sub>[10] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[11] NGDATA, \u201cCustomers want their banks to know them better \u2013 now and into the future,\u201d 2017
<\/sub>[12] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016
<\/sub>[13] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[14] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016
<\/sub>[15] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[16] Accenture, \u201cBanking Customer 2020,\u201d 2015
<\/sub>[17] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016
<\/sub>[18] Accenture, \u201cBanking on Value: Rewards, Robo-Advice and Relevance,\u201d 2016<\/sub><\/p>\n","protected":false},"excerpt":{"rendered":"

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