The "young" "evolved" have the objective of growing, the "over 35" seek security, the "investors" dedicated proposals. The ABI survey in collaboration with Ipsos on the main levers of involvement in the bank
Support for the realization of important projects or for the enhancement of one's savings, and support for one's own investment choices with dedicated proposals. Above all these are the expectations in the relationship with the bank that emerge from "evolved" customers. The survey on the main levers of involvement with the banks was carried out within the Abi Banche-Client Observatory in collaboration with Ipsos. The online survey was carried out on a representative sample of “evolved” bankers, that is, who habitually use the Internet and use Internet Banking, and focuses decisive distinctive features of three customer groups: “young people”, “generation X”, that is by the 35 to 55 years, and "investors". By comparing the desires and objectives of the "evolved" customers in the relationship with the bank, therefore more dynamic and more accustomed (living daily even on the Web) to confront themselves with other sectors, the study identifies three profiles with rankings of very different answers. According to the survey, the 58% of "advanced" customers are "investors".
The study highlights the current trend: each customer segment expresses needs and requires different methods. In fact, in contact with the bank, customers are searching, on the one hand, for omni-channel solutions, therefore accessible from multiple channels, and efficiency, speed, simplicity and autonomy in ordinary operations, and on the other services able to involve and generate a comparison to support its decision-making processes.
Young "evolved"
According to the survey, the "advanced" clientele that belongs to the "young" segment aims above all at the possibility of growing and realizing their projects, of being involved in loyalty programs, and of receiving support to save.
Generation X "evolved"
From the "evolved" customer segment between the 35 and the 55 years (so-called "Generation X") there emerges above all the need to have technical support to be able to save money, interactions based on listening skills, advice and understanding of one's own needs , and to be facilitated in the use of the bank and the new channels.
Investors "evolved"
Investors with "advanced" operating methods are looking for a personal comparison and increasingly complex banking services. Their involvement levers are all geared towards receiving attention dedicated to their needs and having support to save money.