2019 U.S. Consumer Banking Channel Preference Survey: Retail Banking Customer Journey Experience Ripe with Opportunities for Improvement
This IDC Perspective discusses IDC's 2019 U.S. Consumer Banking Channel Preference Survey conducted among 2,504 U.S. residents who are 18+ and have an active checking account. The way financial institutions interact with their customers during their financial journey continues to evolve as new technology becomes available. Experiences are being shaped by influences from other industries and customer experiences from leading technology companies as we continue to accelerate innovation. Some of these enhancements have benefited the customer directly, while others have provided much needed operational improvements for banks and credit unions.According to Marc DeCastro, research director at IDC Financial Insights, "The feelings of the customer around privacy, marketing, expanded relationships, and artificial intelligence are creating a journey that is no longer linear, but rather bounces around as quickly as their financial needs change. Solutions need to be flexible enough to be customized to individual needs while allowing the bank to remain on track with their strategic initiatives. Fortunately, the technology is available to assist with providing the right mix of personalization and automation and apply that according to the customer's financial needs to help grow relationships."
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