Loyalty in Financial Services - US - December 2017
Loyalty is more than just a rewards program. It is not built on incentives, but on trust, something that is in relatively short supply in the financial services industry. Thinking about what consumers want and then building the tools to give it to them will go a long way toward developing and retaining a loyal customer base. Quality customer service, too, will help customers feel good about doing business with their provider and make it more difficult for them to switch to another option.
This report examines the following issues:
Satisfaction is high, recommendations are low
Most want a branch close to home
Trust is important to building loyalty
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