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BAI Unveils Key Findings from BAI Banking Outlook Research Studies on Customer Retention and Cross-Sell

Sep 11, 2018 / Press Release

CHICAGO – Sept. 11, 2018 – BAI, a nonprofit independent organization that delivers the financial services industry’s most actionable insights, recently announced the key findings of the 2018 BAI Banking Outlook research study that uncovers data on customer retention and cross-selling activity.

During the BAI Banking Outlook Webinar- Leading Indicators in Customer Retention on September 5, BAI shared the highlights of its most recent BAI Banking Outlook, a quarterly research study consisting of a combined total of over 1,200 consumers and financial services leaders from organizations ranging in size from community banks to large mega banks. BAI researchers surveyed consumers to understand key areas in banking cross-sell activities, customer Net Promoter Score (NPS)- a metric indicating the level of customer satisfaction and loyalty- and customers’ experiences through various channels.

Highlights from the BAI Banking Outlook include:

  • Millennials are more likely to be shopping for (and opening) new accounts than Gen X or Baby Boomer generations;
  • The most commonly mentioned reason for not opening an account after shopping related to the amount of time it took and the difficult account opening process across products;
  • Because of painful account opening processes, customers who open an account as a result of cross-selling processes are less loyal than customers who do not open new accounts. In short, the cross-selling process to new and existing customers is hurting NPS;
  • 60 percent of people most recently cross-sold are more likely to switch main banks in the next two years. Only 47 percent of customers who were not cross-sold would switch banks;
  • Millennials have on average more than 70 interactions per month with their main financial service provider, while GenXers have only an average of 60 and Boomers have fewer than 45. Millennials also express the most frustration with digital channels.

“Our research offers leaders insight into the risk of not understanding their customers’ journey, how NPS data is impacted by cross-selling and what customers expect in order to stay with their main bank,” said Karl Dahlgren, managing director of Research for BAI. “Our goal with the most recent installment of the BAI Banking Outlook is to help financial service leaders understand their current customers’ needs and pain points. This fact-based information will enable leaders to identify priorities for improvement and understand how to deepen their valued relationships over time.”

For more information about the BAI Banking Outlook survey results, or to watch the free webinar, visit the webinars page.

To learn more about harnessing the power of data to make smart business decisions and drive the industry forward, attend BAI’s annual conference, BAI Beacon in Orlando, Fla., Oct. 9 – 11, 2018.

About BAI

As a nonprofit, independent organization, BAI delivers the financial services industry’s most actionable insights, enabling leaders to make smart business decisions every day. We’re passionate about the trusted information and powerful tools that provide leaders with the clarity and confidence needed to drive positive change and move the financial services industry forward. For more information, visit bai.org.

About BAI’s Research

BAI provides trusted, in-depth comparative analytics, including benchmarking research on consumer, commercial and small business deposit performance, talent management, marketing and other strategic areas for U.S. banks. BAI’s comparative analytics provide meaningful comparisons and allow financial services leaders to better understand their position relative to others in the industry. In addition to comparative analytics, BAI conducts a variety of research on industry trends and consumer behavior to help financial services leaders fully grasp today’s business dynamics and gain insight into the future. For more information, visit https://bai.org/research.

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