Bricks to clicks, building a sustainable bank in the digital era
Neo-banks are gaining popularity with consumers majorly because of the superior personalization capabilities and better products offerings. But trust remains a crucial front in the battle for relationship primacy, especially since consumers show a greater willingness to maintain multiple financial relationships.
Basis our global survey findings on trust in banking parameters, traditional banks still operate from a position of strength. Consumers like to have high degrees of trust in the players they choose for their PFRs.
In general, the data demonstrates that most consumers completely trust their PFRs, ranging from 72% of the UK consumers to 92% of the Chinese consumers. While the global average of all markets is 82%, in India, this number is ~90%.
Hence, it is not surprising that, while neo-banks are quite ahead in their digital capabilities; they lack a certain credibility in the market. This is because the trust of the consumers lies with more established players.
According to the EY report, Indian customer values trust as utmost in their primary financial relationship, giving traditional banks a position of pride despite multiple shortcomings as against the up-to-the-minute counterparts in neo-banks. On the other hand, while these neo-banks have impressive digital capabilities, they lack with credibility in the domestic market. A collaborative approach may be the best bet in overcoming the respective shortcomings of both traditional and neo-banks, and in bringing innovation into digital banking.
Need for a robust customer service strategy
Market competition, cost pressures, and changing customer expectations create an imperative for banks to transform their customer service operations. With the number of financial relationships per consumer growing at a steady pace, banks need to evaluate their end game to engage consumers uniquely at each touch point. It is pivotal to create a sound ecosystem of offerings focused on customer centricity through enhanced customer service, hyper personalized offerings, super apps, etc.
Data-driven personalization will carve the way forward
Digital transformation in banking is changing financial relationships, but clients’ willingness to share their data holds the key to ensuring personalization.
Here are the critical insights to consider:
- Convenience, cashback and rewards drive GenZ
- Globally, neo-banks are encashing the same and gaining market share rapidly
- Trust continues to be the dominating factor, driving financial relationships
- Among the surveyed group, 90% demonstrated trust in their primary financial relationship with traditional banks
- Robust customer service strategy, super apps, data-driven personalization, and embedded finance are driving an integrated ecosystem powering digital transformation
- Investments in metaverse banking are gaining ground to drive traction with GenZ