CUSTOMER LOYALTY IN RETAIL BANKING:
GLOBAL EDITION 2013
What it takes to make loyalty pay off
Copyright © 2013 Bain & Company, Inc. All rights reserved.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Contents
Executive summary: What it takes to make loyalty pay off. . . . . . . . . . . . . . . . . 2
1.
Loyalty trends around the world . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.
Leaders and laggards in the shift to omnichannel . . . . . . . . . . . . . . . . . . . . . . 15
3.
Mobile banking expands its mainstream appeal. . . . . . . . . . . . . . . . . . . . . . . 21
4.
The battle for scarce new customers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
5.
Cross-selling: The golden opportunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
6.
Five ways to realize the fruits of loyalty. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
What it takes to make loyalty pay off
How exactly does customer loyalty translate into better financial results for a retail bank? And how much value
is at stake? For many bankers, the link between loyalty and financial results is somewhat unclear.
This year’s report, based on Bain’s proprietary research with 190,200 consumers in 27 countries, sheds light
on how banks are using (or failing to use) loyalty to improve the economics of the business. The research was
conducted online in July and August 2013 through market research firms Research Now and GMI.
In some countries, banks made progress in earning customers’ loyalty during 2013, as indicated by a rising Net
Promoter ScoreSM (NPS®). But Bain analysis shows that they are far from exploiting the full potential of that loyalty.
With new customers more scarce, loyalty is half the battle
In all 27 countries surveyed, banks formed new relationships—customers switching their primary bank plus
customers altogether new to banking—at an average rate of about 3% in developed markets and 6% in developing
ones over the past year.
Earning high levels of customer loyalty definitely helps the cause: On average, a bank’s relative NPS explains roughly
half of the variation in its relative win rate—a metric that shows whether a bank is winning more or less than
its fair share of customers. Relatively strong NPS among existing customers thus allows banks such as DKB in
Germany and Bankinter in Spain to win more than their fair share of new customers.
Other factors that influence win rate vary by market, but the factors that customers cite most often include the
level of fees, the convenience of the branch network and the ease of opening an account.
Winning new relationships provides a lifetime of opportunity to sell people more banking products and earn
their advocacy. Given the low rate of new relationship formation, however, this route alone will not be sufficient
as a growth strategy.
The missing payoff from existing customers
Most banks currently miss a significant opportunity for cross-selling to their existing customer base. The steady
expansion of the middle class in emerging markets, combined with digital channels making it easier to purchase
products, has created a huge opportunity to cross-sell, but it has also become easier to buy from a bank other
than your primary provider.
About half of customers in developed countries and 84% in emerging countries opened a new banking product
over the past year. And customers purchased fully one-third of those products, on average, from a bank other
than the customer’s primary bank. Loyalty matters in cross-selling: For almost every product and in every country,
customers who gave their primary bank a high NPS both own and purchase more products from that bank than
customers who gave a low NPS.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
The unbundling of financial products has spread through some countries faster than others. In the competitive
Hong Kong market, for instance, 77% of customers took a new product, but only 52% chose their primary
bank. It’s a different story in Denmark, which has a highly-concentrated banking sector. There, 38% of customers
took a new product, and fully 81% stayed with their primary bank. Competitive forces likely will increase over
time, giving customers even more bank options.
Yet unbundling does not necessarily limit a bank to only a certain share of its customers’ financial purchases.
Product win rates—the share of products bought by respondents at their primary bank—vary even more by bank than
by country. In the US, the rates range from 38% to 63%, with Huntington National Bank leading overall. Several
years ago, Huntington (which had high NPS to begin with) began to consolidate customer data and build a unified
view across all locations and business units. It replaced its manual sales process with an automated one that made
it easier for employees to manage cross-selling and upselling opportunities. Huntington has gradually grown the
number of products held by customers.
Loyalty plays a key role. The difference in product take-up between customers who are promoters of their primary
bank (those who give an NPS of 9 or 10) and customers who are detractors (those giving an NPS of zero to 6) is
a healthy 14 percentage points on average for developed countries and 10 points in developing countries.
The winning model: Loyalty plus five capabilities
Our research and client work show that loyalty needs to join up with five specific capabilities in order to spur existing
customers to buy more from their primary bank, attract new customers and reduce costs without damaging
customer relationships.
1. Decide where you must win and where you’re willing to lose
Banks in many countries have a long history of egalitarian treatment of customers, regardless of how much
their marketers segment the customer base. But catering to the average means catering to no one in particular.
Each customer segment has different priorities, expectations and lifetime value for a bank. Our US survey
finds, for instance, that older customers care more about branch location and quality of branch staff, while
younger customers place greater value on mobile device interactions and rely heavily on recommendations
from family, friends and colleagues.
Leading banks not only know such preferences and behaviors well, they act on that knowledge by taking distinctly
differentiated tacks for each segment. Some loyalty leaders, for instance, have improved offerings for affluent,
high-value customers and wrapped them in premium services. That’s how Citibank has become Asia’s largest
wealth manager under the Citigold brand.
Others have created entirely separate models for young adults. In Singapore, OCBC’s “FRANK by OCBC” branches
could pass for a hip clothing store. They offer edgy images on debit cards and a simple savings account. What
you don’t find at FRANK are tellers or cash.
And some banks profitably serve segments such as pensioners or lower-income customers with good-enough
products and service through light-branch formats. In Malaysia, Maybank serves a mass market with self-service
kiosks open for extended hours. The kiosks allow customers to open an account with just their identification in
10 minutes, for seven product categories.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
2. Design products that pop
Retail banks find it difficult to keep their products distinctive, as product features get copied quickly. At a minimum,
banks must at least keep up with the latest features that customers value. Banks also can differentiate products
at the margin through innovative pricing or by bundling several products together in appealing ways.
Customers obviously care about product features like interest rates and fees, rewards, ease of transaction and, for
more complex products like wealth management, the quality of advice. Banks show a wide variation in how customers
perceive their product performance. Among US banks, the share of customers who say their primary bank performs
well or extremely well on home mortgages ranges from 62% for the lowest bank to 97% for USAA.
In Australia, Westpac has differentiated its BT Super for Life superannuation account by allowing customers to
apply online and to see the account online alongside their current account. St.George links its home equity line
of credit to various interest offset accounts, making it easier for customers to manage taxes and investments.
Whether with a current account, credit card or mortgage, the key is to strike the right price-value balance for the
target customer. And there’s a minimum menu of offerings necessary just to have credibility in a category.
3. Accelerate the digital transformation
As digital banking spreads, banks increasingly have opportunities to excel at moments of truth in the customer
experience, such as resolving fraudulent account activity or giving expert advice. They can also use technologies
to delight customers through transactions such as remote deposit capture. Conversely, slow or confusing digital
interfaces will quickly annoy customers.
Banks have made significant progress in the shift from a mostly analog world to an omnichannel world, where
customers expect to be able to use the channel of their choice when and where it suits them. Yet we’re still in
early days with a long way to go.
More than half of customers’ interactions on average took place through online or mobile channels, ranging from
75% in Norway to 38% in Mexico. But many banks could make more of the technology or steer customers to
adopt it. Globally, fewer than half of respondents in developing countries and just over one-third of those in
developed countries used smartphones or tablets for their banking. The cross-country variation ranges from
60% in China to 17% in Belgium.
In South Korea, fully 56% of customers engage in mobile banking. Hana Bank has consistently focused on digital
innovations, such as the ability to withdraw cash from ATMs via smartphone, with only the phone number required, not an account number. Parents can also send money to their children via their smartphones, and the
digital currency works at many Korean retail outlets.
Mobile usage also varies within most national markets. Lagging banks and countries should be concerned, because
mobility continues to spur customers to recommend their bank. Mobile users give an NPS 25 points higher on
average than people who don’t use mobile devices, and that premium rises in countries such as China and Thailand.
As banking moves to an omnichannel world, the future of the physical branch remains an open question. But
two things have become clear.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
First, too many routine interactions, like making a deposit, take place in the branch in many countries. Banks
can no longer afford the cost structure that supports such interactions, which could go through lower-cost, selfservice digital channels. Globally, some two-thirds of branch interactions consist of the routine, with only onethird being sales or service.
Second, branches in every market remain the dominant channel for starting relationships. Roughly three-quarters
of new account openings happen in branches.
During this omnichannel transition, success hinges on making digital channels convenient and defect-free,
and on converting branches to more sales-oriented purposes. Nordea, one of the largest Scandinavian banks,
has shrunk and modified its branch network so that only 45% of branches now manually handle cash, down
from 85% in 2009, and they focus instead on advice and sales.
4. Loyalty gives you the right to win more business—but you do have to ask for the sale
Banks with strong customer loyalty have an open door to win more of their customers’ business. For every financial
product and in every country market we have analyzed, we find that promoters buy more products with their
primary bank than detractors do.
That doesn’t mean the business comes effortlessly—banks have to ask for it. For example, about one-third of
banking products in the US are sold, not bought. That is, customers did not plan to buy a particular product,
but they received an offer and then decided to get it.
Returning to Maybank in Malaysia, the bank has chosen to bundle products in a way that make it easy to sell them.
Customers apply once for all products and provide all necessary information at that time; they then can activate
and access products as needed, through the channel of their choice.
In Australia, Hong Kong and India, Citibank excels in onboarding and then cross-selling to customers, particularly
in wealth management. Citibank mandates that every relationship manager raises his or her customers’ share
of wallet each quarter.
Some banks that are loyalty leaders score low on the sales metric, but the good news is that their customers accept
the right kind of sales overtures. Other banks have high selling scores but lag on NPS. These players will want
to concentrate on adjusting the tone of their selling and delivering a better experience after the sale.
5. Build branding that delivers more trust, less buzz
The brand interacts with the other elements discussed here and either enhances or degrades each one. In fact,
a bank’s NPS tends to be highly correlated with its brand strength.
Banks’ standing among regulators, legislators and the broad public took a hit in the years following the financial
crisis. In response, many banks have increased their advertising and other forms of explicit marketing over the
past few years, with the hope of restoring their image.
Although building awareness can be useful, a new brand campaign by itself merely applies a fresh coat of paint
on a rusty ship, rather than repairing the engine and hull. Rebuilding trust involves a slow, steady process.
Credibility comes by telling the story of what a bank has to offer, not what it wishes to be. And that story also
gets shaped by the daily interactions with customers.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Hang Seng in Hong Kong, for example, promotes the attributes of a friendly, service-oriented local bank. Hang
Seng reinforces these brand attributes not only through activities with local neighborhoods and universities,
but also through convenient branch locations in the local transit system and through staff training.
A customer-led, not marketing-led, perspective on the brand leads bank managers to spend their time differently.
Instead of asking brand questions (“Should we rebrand?” “What logo and tagline should we use?”), managers
will find it more effective to start with customer questions (“What do our best customers say about us?” “How
can we amplify that?”).
•••
A few large incumbent banks have made meaningful progress on several of the five elements. Consider JPMorgan
Chase in the US. Of all the national banks, Chase posted the biggest NPS gains in 2013, moving from the third
quartile to the second quartile and opening a lead over other national banks. That’s due to such factors as select
investments in mobile technology, a concerted effort to improve the customer experience and effective marketing
to tell people how the bank can simplify their financial lives. Those factors also combined to help Chase perform
well above average in winning new relationships and cross-selling to existing customers.
Every bank can benchmark against competitors in its home market and the best performers globally. This report
introduces the relevant framework and metrics to do so, with an eye toward making focused investments that
will generate superior growth, and make loyalty pay.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
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1.
Loyalty trends around
the world
• In some countries, customer loyalty as measured
by NPS improved in 2013 from the year earlier,
as the financial crisis recedes and some banks
have devoted more effort to addressing customers’
priorities. The continued surge in mobile banking
no doubt contributed to higher scores, because
mobile tools have a strong, positive effect on
customer advocacy.
• NPS varies by country and is generally higher in
developing countries. But what matters most to an
individual bank is how it performs relative to its
peer group. Within national markets, NPS varies
widely from bank to bank. In Australia, for instance,
top-performer Bendigo has an NPS 45 points
higher than the worst performer and 32 points
above the country average.
• For the first time in a US region, a national bank
leads the traditional banks in NPS, with Chase
out front in the South. In 2011, Chase started a
deliberate effort to become more customer-centered
rather than product-centered, and that shift has
paid off with gains in loyalty, new relationships
and share of wallet.
• Wealthier customers have a high economic value
when banks earn their advocacy. Banks in developing markets, like China and India, generally do
better in targeting and serving affluent customers,
which is reflected in their NPS scores from the
affluent. Banks in Canada, the US, the UK, Australia and France still struggle in this regard.
• Direct banks such as ING and First Direct have
been the NPS leaders in many countries for several
years. They often target self-directed, digital-savvy
customers with a simple proposition around low
cost, high rates and fast processes.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Within each country, there’s a wide range of Net Promoter Scores
Primary bank Net Promoter Scores
-80
-60
-40
-20
0
20
40
60
TD Canada Trust
Canada
Americas
Banorte
M&T, TD
US-Northeast
USAA
Huntington
US-Midwest
USAA
BB&T, JPMorgan Chase
US-South
USAA
Bank of the West
US-West
USAA
Bendigo Bank
Australia
China Merchants
China
Asia-Pacific
100%
President’s Choice Financial
Mexico
Standard Chartered
Hong Kong
Japan Post Bank
Japan
Standard Chartered
Singapore
Kookmin
South Korea
SCB
Thailand
Argenta Spaarbank
Belgium
Credit Mutuel
France
Sparda-Bank
Germany
Europe
80
Banca Nazionale del Lavoro
Italy
DKB
Fineco
Alior Bank
Poland
Bankinter
Spain
ING
Nationwide
UK
First Direct
Highest traditional bank
Lowest bank
Average
Highest direct bank
Notes: Excludes markets with insufficient number of banks (n≥200); country averages include all banks; highest and lowest banks include only banks where n≥200
Sources: Bain/Research Now NPS surveys, 2013
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Banks’ average Net Promoter Scores improved in a number of countries in 2013
Percentage point difference between 2013 and 2012 Net Promoter Scores
10
8
6
5
5
4
4
3
2
0
0
0
-1
-2
-3
-4
-5
-6
-10
Singapore China
UK
France
South
Korea
Mexico
US
Australia Thailand
India
Spain
Hong
Kong
Canada Germany
Developing countries
Developed countries
Note: 2012 survey was conducted in 14 countries
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2012 and 2013
Banks in developing countries fare better with affluent customers
Percentage point difference between affluent respondents’ Net Promoter Score and overall country average
36
30
30
26
16
15
15
13
10
10
9
7
7
7
4
4
3
0
1
1
-1
-2
-8
-10
-9
-11
-12
Developed countries 2013 (4%)
Developing countries 2013 (18%)
Notes: Excludes markets with insufficient sample size for affluent respondents
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
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US
Canada
Netherlands
Thailand
Poland
Finland
Belgium
Germany
Chile
Spain
Singapore
Italy
Japan
Sweden
Denmark
Mexico
Russia
South Korea
Norway
Indonesia
India
Hong Kong
China
-20
-14
France
18
Australia
19
20
UK
40
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
US direct banks still lead in loyalty, yet only national banks improved their positions in 2013
Net Promoter Score by bank type, US
80%
66
62
60
46
40
19
20
9
0
Direct banks
Credit unions
Community banks
Regional banks
National banks
2012 NPS
Sources: Bain/Research Now US NPS surveys, 2012 and 2013
Direct banks have a commanding lead over traditional models in many countries
Percentage point difference between Net Promoter Scores for direct banks and traditional retail banks
100
81
80
79
77
69
66
64
58
60
55
40
35
23
18
20
0
Spain
Belgium
UK
Italy
Germany
Australia
Note: Excludes markets with insufficient sample size for direct banks
Sources: Bain/Research Now NPS surveys, 2013
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France
US
Canada
Japan
Poland
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
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2.
Leaders and laggards
in the shift to
omnichannel
• Banks everywhere are expanding digital channels,
but the pace of engagement varies dramatically.
The Nordic countries lead in the share of digital
banking interactions, while a number of Asian
countries lag.
• Generational differences in digital usage persist.
For example, some 18% of US customers under
age 35 opened an account online, twice as many
as customers over age 55.
• Countries vary in the pace of their evolution to deploy each type of channel to advantage. Some
countries, particularly the Nordic countries, have
made significant progress in steering routine transactions out of the branch and into lower-cost, selfservice digital channels, including smart ATMs.
• Within most countries, individual banks vary widely
in their progress to move the routine to digital channels and refocus the branch on sales and high-value
service. In Spain, for instance, Bankinter leads
the least digital bank by 25 percentage points.
• When it comes to account opening, direct banks
excel in handling the task online. Yet among other
banks, account opening still occurs mostly in the
branch, though that’s shifting to the phone in the
UK, Germany and the Netherlands.
• Experiments with branch features and layout
abound. Raiffeisen’s flagship branch in Zurich offers
advanced technologies such as a robotic retrieval
system for round-the-clock access to safety deposit
boxes. Other banks have launched branches that
resemble lounges or cafes, either to complement
a strong direct bank presence or to encourage
high-value relationships.
• ATMs play an outsize role in Japan, Indonesia,
Russia and Singapore. In a few places like Singapore, more versatile ATMs make customers’ lives
easier by allowing them to buy airline tickets or
pay parking fines.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
On the path to an omnichannel world, some countries are lagging in digital banking
Percentage of interactions by channel in the last quarter
100%
80
60
40
Online
Smartphone/tablet
Branch
ATM
Phone
Mexico
Thailand
Japan
India
Indonesia
Hong Kong
Russia
Italy
Singapore
Argentina
Spain
China
Chile
UK
Canada
France
Poland
Belgium
South Korea
Germany
US
Netherlands
Australia
Sweden
Denmark
0
Norway
20
Other
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Developing countries still rely more on branches, on average, while the Nordic countries are eliminating
routine transactions from their branches
Number of branch interactions per respondent in the last quarter
Sales/service
Percentage of
respondents using
branch for routine
interaction at
least once
4
4
UK
Russia
Canada
US
Indonesia
Hong Kong
Spain
South Korea
Argentina
India
Chile
China
Routine
Mexico
0
Thailand
2
4
3
3
3
3
3
2
2
2
1
1
1
1
Netherlands
4
Finland
5
4
Sweden
5
Denmark
5
Japan
5
Norway
6
Poland
6
Belgium
6
Singapore
7
6
Australia
7
France
7
Germany
7
Italy
8
86 81 88 82 73 71 66 65 73 80 69 71 64 66 64 48 60 62 59 47 40 39 39 27 22 29 20
Developed countries
Developing countries
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Customers everywhere still open new accounts mainly in branches
Percentage of channels used to open primary bank account
100%
80
60
40
Branch
Started online or by phone, but completed in branch
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 17
Online
Phone
Other
Netherlands
Germany
UK
Denmark
Chile
Australia
Norway
Poland
Japan
Sweden
Singapore
India
Hong Kong
Argentina
Russia
US
Spain
Italy
South Korea
France
Belgium
China
Mexico
Canada
Finland
Thailand
0
Indonesia
20
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Within countries, there’s a wide variation among banks in the extent to which customers use branches
Percentage of respondents who visited a branch for routine transactions in the last quarter
0
20
40
60
80
CIBC
Americas
Canada
Banorte
Mexico
Bank of America
US
Bankwest
Australia
Citibank
Asia-Pacific
India
Sumitomo Mitsui
Japan
Post Office Savings Bank
Singapore
Standard Chartered First Bank
South Korea
Bangkok Bank
Thailand
KBC Banque
Belgium
La Banque Postale
France
Europe
100%
Germany
TargoBank
Italy
Banca Nazionale del Lavoro
Bank Pekao
Poland
Bankinter
Spain
Co-operative Bank
UK
Lowest bank
Highest bank
Average
Notes: Excludes markets with insufficient number of banks (n≥200); country averages include all banks except direct banks; highest and lowest banks include only banks where n≥200
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Page 19
3.
Mobile banking
expands its
mainstream appeal
• Across the globe, mobile banking continues to
spread. Customers have embraced banking on their
smartphones and tablets when banks offer applications that are both useful and easy to navigate.
• Commonwealth Bank of Australia, for example,
offers a versatile mobile platform that allows customers to trade stocks, pay third parties using their
mobile number or email, and explore visual and
written details of homes for sale.
• China, Chile, South Korea and India have leapfrogged other countries that lag in mobility, like
Belgium, Japan and Canada. In general, the developing countries have forged further ahead, and
several have more than half of their respondents
using mobile channels. They show an especially
big lead in mobile payments, with almost twice
the level of activity as developed countries.
• Within a given country, however, there’s a wide
dispersion in mobile uptake. And not all of the
mobile leaders are direct banks. Citibank in India
has a higher mobile penetration than Comdirect
in Germany and Fineco in Italy. In the US, Chase
leads among traditional banks. It invested heavily
in mobile technology such as smartphone payments, and its recent advertising highlights how
the technology simplifies people’s lives.
• Regardless of bank model, frequent mobile users
consistently report higher NPS than non-users. The
greatest gap in NPS between the two groups
occurs in China, Japan and Thailand, while the
narrowest gap is found in Belgium, France and
the Netherlands.
• Mobile banking has risen among all age groups
and income levels. But younger customers rank
as the most avid users, especially in Australia,
the US, India and Sweden.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Mobile banking adoption varies widely across countries
Percentage of respondents who used smartphone/tablet apps or bank websites on smartphones/tablets in the last quarter
60%
60
57 56
55 54
53 52
49
48
45
43
40
40
38 38 38 37 37
36 35
33 32
31
27 27 26
22
20
8
Developed countries (38%)
4
5
6
Belgium
3
Japan
4
Canada
7
Netherlands
5
Denmark
France
7
Finland
Russia
8
Argentina
Mexico
8
UK
Sweden
4
Italy
Poland
9
Germany
Norway
5
Australia
5
US
4
Spain
5
Thailand
Indonesia
10
Hong Kong
8
India
South Korea
5
Singapore
Chile
Average interactions
per respondent in
last quarter
China
0
17
5
4
5
5
4
2
3
Developing countries (46%)
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Mobile payment has caught on fastest in developing countries
Percentage of respondents who used smartphone/tablet to make payments in the last quarter
49
40
34
32
28
30
26
23
20
21
21
21
20
19
19
19
18
17
17
15
14
13
13
12
Developed countries (19%)
Developing countries (30%)
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
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Canada
Germany
UK
Poland
Finland
Netherlands
Italy
Denmark
US
Sweden
Norway
Mexico
Thailand
Argentina
Spain
Australia
Russia
Hong Kong
Singapore
Indonesia
South Korea
Chile
India
0
China
10
10
7
6
Japan
35
Belgium
40
40
France
50%
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Within many countries, mobile banking uptake varies widely by bank
Percentage of respondents who used smartphone/tablet apps or bank websites on smartphones/tablets in the last quarter
0
20
60
80
TD Canada Trust
Canada
Americas
40
BBVA Bancomer
Mexico
JPMorgan
n Chase
USAA
US
National Australia Bank (NAB)
Australia
Citibank
Asia-Pacific
India
Sumitomo Mitsui Banking Corp.
Japan
Citibank
Singapore
Industrial Bank of Korea
South Korea
KBANK
Thailand
ING Belgique
Belgium
Société Générale
France
Deutsche Bank
Comdirect
Europe
Germany
Unicredit
Italy
Fineco
AliorBank
Poland
Bankinter
Spain
NatWest
UK
First Direct
Highest traditional bank
Lowest bank
Average
Highest direct bank
Notes: Excludes markets with insufficient number of banks (n≥200); country averages include all banks; highest and lowest only include banks where n≥200
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 23
100%
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Younger customers have embraced mobility
Percentage point difference in usage of banking smartphone/tablet app or bank website
on smartphone/tablet between respondents under 35 and those over 55
50
46
40
40
36
36
34
31
30
26
24
23
23
23
19
20
18
9
10
0
Australia
US
India
Sweden
UK
Canada
France
Spain
Mexico
Italy Netherlands Germany Belgium
Japan
Note: Excluded markets where n<100 for either age category
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Frequent mobile banking users give much higher loyalty scores than other customers
Percentage point difference in Net Promoter Scores between frequent mobile banking users and nonusers
50
42
40
36
36
34
33
33
30
28
28
27
27
26
24
23
22
20
21
20
17
Developed countries
6
5
Belgium
8
Netherlands
10
Canada
US
UK
Germany
South Korea
Mexico
India
Chile
Sweden
Spain
Indonesia
Poland
Russia
Singapore
Hong Kong
Italy
Thailand
Japan
China
0
Australia
10
10
France
14
Developing countries
Notes: Mobile banking includes use of smartphone/tablet apps and bank websites via smartphone/tablet; frequent users are defined as those in the top quartile for the number
of bank interactions using smartphone/tablet apps and bank websites via mobile devices; markets where n≥100 for any category were excluded
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 24
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Page 25
4.
The battle for scarce
new customers
• New banking relationships—people either new to
banking or switching their primary relationships
from another bank—are hard to come by. Only
0.7% of respondents were new to banking in the
developed world, with another 2.5% switching
from their primary bank.
• Still, winning an outsize proportion of primary
relationships, anchored on the basic checking or
current account, remains an important goal because of the annuity value of cross-selling other
products. Our survey finds that respondents hold
roughly three other products with their primary
bank besides the basic account.
• A bank’s current NPS strongly predicts its success
in winning these new relationships. NPS explains
about half of the variance among banks in relative
win rate (a bank’s win of switchers plus first-time
joiners, relative to its share of primary customers).
• New customers can be won in many ways. ING
in Spain does it largely by developing strong
product packages, targeted to particular segments
such as university students.
• Besides loyalty, what it takes to win new relationships differs by country. Respondents who chose
a new bank most commonly cited fees, ease of
account opening and branch locations as the
reasons. Interest rates also were a major factor
in several markets, including the UK, Sweden and
Singapore. And ATM locations ranked high in
Argentina, Hong Kong, Indonesia and Japan.
• Preventing attrition arguably outweighs winning new
relationships, given the slow rate of new account
formation. In the US, banks could have headed
off most of the switching, because three-fifths of
customers cited factors such as high fees and poor
service. Less than one-fifth of switching resulted from
customers taking better offers from other banks.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
New banking relationships are hard to find, especially in the developed world
Percentage of respondents forming new primary relationships with banks in the last year
7.3
5.4
4.6 4.5
4.3
4
3.4
First-time joiners
2.7 2.7 2.7 2.6 2.6 2.5 2.5
2.4 2.3 2.2
1.8 1.7
Developed countries
Netherlands
Canada
Japan
Sweden
China
UK
Australia
Germany
Norway
France
Hong Kong
Belgium
South Korea
Finland
Singapore
Chile
Spain
Thailand
Russia
Argentina
Italy
Poland
India
1.0
Indonesia
0
Mexico
2
3.6 3.6
Denmark
6
6.5 6.5 6.4 6.4
Switchers
6.8 6.7
US
8%
Developing countries
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
In the US, Net Promoter Score helps explain about half the variation among banks in winning new relationships
Relationship win index (bank’s win of switchers plus first-time joiners relative to its share of primary customers)
3.0
R²= 0.48
Huntington (Midwest)
2.5
TD (Northeast)
2.0
BB&T (South)
1.5
M&T (Northeast)
JPMC (South)
1.0
0.5
0.0
-80
-60
-40
-20
0
20
40%
Bank relative NPS
Notes: Banks with relationship win index greater than 1 are winning more than their fair share of new relationships; excludes direct banks, community banks and credit unions;
only includes banks where n≥200
Source: Bain/Research Now US NPS survey, 2013
Page 28
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
In Europe and Asia, Net Promoter Score helps explain about half the variation among banks in winning
new relationships
Relationship win index
Germany
3.0
comdirect bank
2.5
ING-DiBa
2.0
1.5
DKB
R²= 0.44
Sparda-Bank
1.0
0.5
0.0
-120
-40
-80
0
40
80%
Relationship win index
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
-80
-120
Bank’s relative NPS
Spain
Relationship win index
3.0
2.0
-40
0
Bank’s relative NPS
80%
40
UK
R²= 0.58
2.5
Nationwide
First Direct
1.5
ING
1.0
1.0
0.5
0.0
Japan Post Bank
2.0
Bankinter
1.5
R²= 0.76
Online banks
Relationship win index
3.0
R²= 0.43
2.5
Japan
0.5
-120
-80
-40
0
Bank’s relative NPS
40
80%
0.0
-120
-80
-40
0
Bank’s relative NPS
40
80%
Notes: Banks with relationship win index greater than 1 are winning more than their fair share of new relationships; excludes direct banks, community banks and credit unions;
only includes banks where n≥200
Sources: Bain/Research Now NPS surveys, 2013
High fees and poor service push customers away, while incentives, interest rates and the right product lure them
“Why did you switch from your previous primary bank?”
Percentage of responses, US
100%
Pull factors
80
Neutral factors
60
Other
Other
Rates
Bank process
Brand reputation
Products
Family/personal
Service
Size/scale
Emotional
Branches
Proximity
Service
40
Convenience
Relocation
Products
Push factors
20
0
Incentives/
interest rates/
fees
Fees
All factors
Neutral factors:
Personal
circumstances
Push factors:
Dissatisfied with
previous bank
Source: Bain/Research Now US NPS survey, 2013
Page 29
Pull factors:
Better proposition
at new bank
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Reasons for choosing a new bank differ across countries, though fees and ease of account opening often
lead the list
Branch hours
Ability to get
credit
Financial advisor
Mobile payments
Phone service
Mobile/tablet
app
Prior relationship
with bank
Social media
recommendations
11
3
5
18
7
10
16
14
15
13
17
Canada
2
5
4
8
1
9
3
6
6
10
10
13
12
15
14
16
17
18
Chile
2
1
3
5
9
5
9
7
4
7
18
14
9
12
15
17
16
13
Mexico
3
2
1
12
8
5
6
11
4
14
7
9
10
15
13
17
16
18
US
1
5
2
6
3
4
7
11
8
9
10
15
17
12
14
13
16
18
Fees
Company brand
2
Interest rates
1
Branch staff
7
ATM locations
7
Product features
5
Online service
3
Branch locations
12
Countries
Ease of opening
account
Family
recommendations
Respondents’ ranking of importance of factors for choosing a new bank
Americas
Argentina
Asia-Pacific
Australia
2
4
5
7
3
9
8
1
6
11
12
10
12
15
15
14
17
18
China
2
6
1
4
9
2
6
11
4
14
8
14
14
9
11
11
17
18
Hong Kong
2
9
3
3
9
1
5
5
8
9
5
9
14
17
14
16
13
18
12
1
6
1
4
5
6
8
3
11
13
15
14
16
10
8
17
18
Indonesia
9
2
3
7
12
1
8
11
5
15
3
14
16
4
13
10
18
17
Japan
2
6
3
4
12
1
9
5
6
9
6
13
16
9
16
15
14
18
Singapore
3
6
4
8
7
2
9
1
4
9
9
12
14
16
18
15
12
16
South Korea
1
8
2
11
3
3
7
5
6
8
8
14
14
11
16
16
11
18
Thailand
6
4
3
8
7
1
5
12
15
16
2
13
9
13
9
9
17
18
India
Europe
Belgium
2
1
6
8
7
9
4
3
5
11
12
10
15
17
14
16
12
18
Denmark
1
6
11
5
4
11
3
2
9
8
15
11
7
11
10
15
15
18
Finland
1
4
6
3
5
17
9
2
11
15
7
8
10
13
11
15
13
17
France
1
6
10
3
4
18
5
2
9
11
12
7
8
16
13
14
15
17
Germany
1
2
5
4
8
3
9
7
13
11
15
16
12
6
14
17
10
18
Italy
1
2
6
4
8
2
5
9
10
7
12
13
11
16
14
15
18
17
Netherlands
8
1
3
3
2
5
5
13
5
15
9
16
11
11
9
14
18
17
Norway
1
3
17
3
5
14
6
1
7
10
17
10
8
10
17
14
8
16
Poland
1
5
9
2
3
3
6
11
10
12
14
15
13
7
16
8
18
17
Russia
2
3
4
7
11
1
9
5
6
10
13
7
14
15
16
17
12
18
Spain
1
5
9
4
3
6
7
8
2
9
11
15
13
16
14
12
17
18
Sweden
3
2
7
3
3
9
6
1
8
10
10
13
12
15
17
14
15
18
UK
5
3
8
4
2
12
7
1
6
9
11
16
17
15
10
14
13
18
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 30
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Page 31
5.
Cross-selling: The
golden opportunity
• A surprisingly large opportunity exists to sell new
products such as credit cards to existing customers.
In the developing countries, 83% of respondents
purchased a new product over the past year; in
the developed countries, 50% did.
• While the primary bank captures most of these new
products, on average, 35% of new product sales
go to a competitor. The competitors’ share ranges
from 19% in Denmark, which has a very concentrated banking sector, to a remarkable 60% in the
UK and 54% in Germany, where the global trend
to unbundle product holding has gone further. The
UK and German markets have many specialized
challenger banks, as well as customers who have
a low regard for large banks after the crisis and,
in Germany, who are highly price sensitive.
• Cross-selling performance varies even more by bank
within countries. In Canada, for instance, RBC has
a win rate of more than two times the least effective
bank, and Santander has a similar lead in the UK.
• While many factors account for this difference in
performance, customer loyalty has a big influence
on a bank’s current cross-selling performance and
its future potential. Customers who are promoters
of their primary bank buy more from that bank than
detractors do. In developing countries, the NPS gap
between the two groups of customers amounts to
9 percentage points; in developed countries, the
difference is 14 points.
• Consider banking products in China. Some 61% of
promoters have bought an auto loan from their primary bank, vs. just 31% of detractors. The spread
is similar for life insurance and wealth and investment products.
• The higher cross-sell rates that result from stronger
loyalty lead to broader product holdings with the
primary bank as well. Promoters hold on average
68% of products with their primary bank vs. 60%
for detractors.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
A huge share of customers in most countries are buying new banking products
Percentage of respondents who purchased at least one new product in the last year
100%
96
92
85
85
80
80
77
77
76
75
71
71
63
60
61
59
55
51
49
46
43
43
40
41
40
39
38
36
36
33
20
Developed countries (52%)
Netherlands
Japan
Canada
Denmark
Belgium
Australia
US
Finland
Sweden
France
UK
Norway
Germany
Italy
Spain
Poland
Singapore
Argentina
Chile
South Korea
Mexico
Hong Kong
Indonesia
India
Russia
Thailand
China
0
Developing countries (84%)
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Roughly 65% of new product sales, on average, are won by customers’ primary banks, but the share is lower
in some of the more competitive countries
Percentage of new products purchased at primary banks
100%
81
78
75
76
75
75
71
71
70
70
70
69
68
68
66
65
62
61
60
58
58
57
57
53
50
52
50
46
40
Developed countries (63%)
Developing countries (66%)
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 34
UK
Germany
US
Hong Kong
Singapore
South Korea
Netherlands
Canada
Thailand
Belgium
Indonesia
India
Australia
Japan
China
Chile
Norway
Poland
Mexico
Sweden
Argentina
Spain
France
Russia
Finland
Italy
0
Denmark
25
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Within countries, banks vary widely in their cross-selling performance
Percentage of products purchased by respondents at their primary banks
0
20
40
60
80
RBC Royal Bank
Americas
Canada
Banamex
Mexico
Huntington National Bank
US
Commonwealth Bank
Australia
Japan Mizuho Bank
Japan
Asia-Pacific
100%
United Overseas Bank
Singapore
Kookmin Bank
South Korea
Bank of Ayudhya
Thailand
ING Belgique
Belgium
France
CréditMutuel
Sparkassen
Europe
Germany
BancoPopolare
Italy
Poland
AliorBank
Spain
La Caixa
Santander
UK
Lowest bank
Highest traditional bank
Average
Notes: Excludes markets with insufficient number of banks (n≥200); country averages include all banks; highest and lowest only include banks where n≥200
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
Page 35
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Throughout the world, customers who are promoters of their primary banks buy more from their banks than
detractors do
Percentage point difference in the share of products purchased at primary bank between promoters and detractors
25
22
22
21
20
18
17
17
17
15
15
15
14
14
14
12
12
11
11
10
10
9
9
9
9
8
7
6
5
4
Japan
Singapore
Indonesia
Thailand
India
South Korea
Chile
Argentina
Italy
China
Russia
US
Mexico
UK
France
Denmark
Germany
Poland
Sweden
Spain
Canada
Netherlands
Belgium
Australia
Hong Kong
0
Developing countries (10%)
Developed countries (14%)
Note: Markets where n >100 for any category are excluded; promoters give NPS of 9 or 10; detractors give NPS of 0 to 6.
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
And across all products, promoters buy more from their primary banks than detractors do
Percentage of products purchased at respondents’ primary banks (China, 2013)
Savings account
77
73
74
Credit card
Debit card
72
68
67
68
64
Home mortgage
Wealth/investments
75
57
55
61
49
45
30
Mutual funds
Private banking
87
71
59
83
Life insurance
Auto loan
75
66
63
61
49
48
44
31
Primary bank NPS category
Promoter
Source: Bain/GMI China NPS survey, 2013
Page 36
Passive
Small business
Detractor
36
48
48
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Promoters also own more products than detractors do, throughout the world
Percentage point difference in the share of products held at primary bank between promoters and detractors
15%
11
11
11
11
11
10
10
10
10
10
9
9
9
9
9
9
8
8
8
8
8
7
7
7
6
6
5
Japan
Finland
Spain
Singapore
Thailand
Indonesia
Italy
UK
Chile
US
South Korea
Poland
Denmark
Australia
Argentina
France
India
Belgium
Germany
Netherlands
China
Mexico
Hong Kong
Russia
Sweden
0
Canada
3
Developing countries (9%)
Developed countries (8%)
Note: Markets where n=greater than 100 for any category are excluded
Sources: Bain/Research Now and Bain/GMI NPS surveys, 2013
And across all products, promoters own more at their primary banks than detractors do
Percentage of products held at respondents’ primary banks (China, 2013)
Debit card
Savings account
71
68
70
68
66
Credit card
65
66
62
Home mortgage
Wealth/investments
71
58
57
56
44
43
30
Mutual funds
Private banking
83
78
71
68
56
Auto loan
Life insurance
63
48
40
34
Primary bank NPS category
Promoter
Source: Bain/GMI China NPS survey, 2013
Page 37
65
59
51
Passive
Small business
Detractor
46
35
45
6.
Five ways to realize
the fruits of loyalty
• Winning new customers, limiting attrition and
seizing the cross-sell opportunity all start with a
bank’s ability to earn loyalty. But the experiences
of leading banks show that five other elements are
required in order to generate outsize growth.
• These start with insightful and practical customer
segmentation schemes. In the US, younger customers place far more importance on recommendations from others and on mobile tools than older
customers, who care relatively more about branch
location and helpful staff.
• Banks must also ensure that they have a competitive
suite of products. In the US, no traditional bank
ranked highest on more than one product, so they
clearly have room to improve.
• Selling capabilities are critical. In the US, roughly
one-third of products get sold, not bought. The
leading bank performs two to five times better than
the laggard, depending on the product category.
• Service stands as the dominant cause of loyalty in
most markets. To delight customers these days, the
banking experience must be consistent and seamless
in person, online, on mobile and on the phone,
because customers increasingly hop among channels to complete a task.
• Finally, these four capabilities should reinforce and
be supported by the bank’s brand and reputation.
USAA has one of the strongest brands in banking
despite its modest investment in advertising, in
part because it serves such a specific, homogeneous group of customers—the military, veterans
and their families—and consistently delivers on
the brand promise.
• In general, loyalty leaders outperform on both win
rates for new relationships and cross-selling to
existing customers. Banks that have advanced on
several of the five elements thus have started to
translate loyalty to better economics.
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Making loyalty pay to its full potential requires mastering five elements
Reinforce the brand
Segment and target customers
Transform
customer
experience
Making loyalty pay
Enhance
product
proposition
Improve sales capabilities
Source: Bain & Company
In the US, older customers put relatively more value on branch location, while younger customers care more
about mobile applications and recommendations
Percentage of respondents age 55 and over who said specific factors were a “major influence” on their decision to switch banks (US, 2013)
60%
More important to those 55 and over
Branch locations
Branch staff
40
Positive recommendations from
family, friends or coworkers
20
Ability to make mobile payments
Smartphone/tablet app
More important to those 35 and under
0
0
20
40
Percentage of respondents age 35 and under indicating specific factors were a “major influence” to switch banks
Note: The data was indexed for frequency of “major influence” for both 35 and under and 55 and over segments
Source: Bain/Research Now US NPS survey, 2013
Page 40
60%
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Individual banks perform quite differently on the various factors that influence a new account
Percentage of US respondents who said specific factors were a
“major influence” on their decision to open a savings account
Bank performance (respondents’
average rating, on a scale of 1–5)
80%
5.0
62
60
4.5
48
46
46
45
43
40
40
40
4.0
33
24
22
20
3.5
11
0
Fees
Branch
locations
Company Application Product
brand
process
features
Online
service
Interest
rates
3.0
Branch Smartphone/ Phone
Social
hours
tablet app service
media
recommendations
Branch
staff
National bank B
Direct bank A
Source: Bain US Banking Product survey, 2013
A bank’s ability to attract certain segments can be gauged by the attributes of its new customers
Percentage of US respondents with a new primary relationship in the last year
0
20
40
Fifth Third
Age <35
Ally
Age >55
Mobile payment has
major influence
Branch location/hours
have major influence
TD
Ally
Fifth Third
Huntington
Assets >$100K
Assets >$500K
60%
Capital One
SunTrust
Community
USAA
USAA
TD
Self-reported as
"self-directed"
M&T Bank
Lowest bank
Capital One 360
Highest bank
Average
Note: Excluded banks that had fewer than 30 new relationship formations or new product wins
Sources: Bain/Research Now US NPS survey, 2013; Bain US Banking Product survey, 2013
Page 41
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
In the US, banks vary widely in their performance on product features
Thinking about the product you purchased, how well do you think your bank performed on the dimension of “product features”?
Percentage of respondents who rated their banks a 4 or 5
1 is “not well at all” and 5 is “extremely well”
50
60
70
80
90
TD
Savings account
100%
Capital One 360
Citibank
Credit card
(primary)
USAA
U.S. Bank
Home mortgage
USAA
PNC Bank
Home equity line of credit
JPMorgan Chase
Wealth management/
investment products
USAA
Highest direct bank
Lowest bank
Highest traditional bank
Average
Note: Excluded banks with fewer than 30 new product wins, except for “home equity line of credit,” which excluded banks with fewer than 15 new product wins
Source: Bain US Banking Product survey, 2013
Roughly one-third of products are sold, not bought
Which of the following statements best describes why you got a specific product?
Percentage of US respondents who said, “I was not initially planning to get it, but received an offer and decided to get it”’
0
10
20
30
40
50
60
70
Capital One
Savings account
Credit card
(primary)
Citibank
Home mortgage
JPMorgan Chase
Wells Fargo
Home equity line of credit
Wealth management/
investment products
Bank of America
Lowest bank
Highest bank
Average
Note: Excluded banks with fewer than 30 new product wins, except for “home equity line of credit,” which excluded banks with fewer than 15 new product wins
Source: Bain US Banking Product survey, 2013
Page 42
80%
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Across countries, services and fees/rates usually have the biggest effect on loyalty
Mentions per 100 responses
125
120
22
100
93
82
6
19
75
6
8
7
7
7
50
9
12
14
21
25
0
18
19
19
13
6
7
7
7
31
10
Negative
Positive
US
33
Negative
Positive
6
9
Fees/rates
Negative
Products
Branch
20
36
Positive
5
6
Positive
Negative
Germany
Emotional
18
34
7
7
UK
Canada
Service
20
29
7
5
6
7
Positive
85
10
38
33
100
6
9
Negative
Australia
Online
Other
Note: Excludes responses where no rationale was given
Sources: Bain/Research Now NPS surveys, 2013
Brand strength varies significantly, but a few banks are showing strong performance across product categories
How well do you think your bank performed on the dimension of brand?
Percentage of US respondents who rated their banks a 4 or 5
50
60
70
80
90
100%
Citibank
Savings account
USAA
Credit card
(primary)
JPMorgan Chase
USAA
JPMorgan Chase
Home mortgage
Home equity line of credit
JPMorgan Chase
Wealth management/
investment products
JPMorgan Chase
USAA
USAA
Highest direct bank
Lowest bank
Average
Highest traditional bank
Note: Excluded banks with fewer than 30 new product wins, except for “home equity line of credit,” which excluded banks with fewer than 15 new product wins
Source: Bain US Banking Product survey, 2013
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Loyalty leaders are more likely to win new customers and cross-sell to current customers
Percentage of products purchased by US respondents at their primary banks in past year
65%
Huntington
Ally
JPMorgan Chase
Citibank
Capital One
BB&T
Bank of America
Wells
Fargo
U.S. Bank
TD
TD
50
USAA
Direct bank
Direct bank
35
0.0
0.5
1.0
1.5
2.0
Relationship win index
NPS quartile
Top
Second
Third
Bottom
10,000
respondents
Notes: Banks where n<200 are not shown; for national and regional banks, NPS quartiles were determined using regional respondent-weighted-average relative Net Promoter
Scores; all listed direct banks included in top quartile
Source: Bain/Research Now US NPS survey, 2013
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
USAA’s progress on the five dimensions has helped it excel in many product areas
TD Bank
CapitalOne
360
TD Bank
TD Bank
CapitalOne
360
Regions
JPMorgan
Chase
Regions
CapitalOne
BB&T
SunTrust
U.S. Bank
PNC
Fifth Third
M&T Bank
Bank of
America
Citizen’s
Wells Fargo
Sovereign
CapitalOne
360
Citibank
1.3
1.0
0.8
0.5
0.3
0.0
USAA
Average number of deposit products (excluding checking) owned at primary bank per US respondent
PNC
Regions
CapitalOne
Citizen’s
CapitalOne
U.S. Bank
Regions
TD Bank
Sovereign
PNC
Bank of
America
PNC
SunTrust
M&T Bank
JPMorgan
Chase
SunTrust
BB&T
Citizen’s
Wells Fargo
Fifth Third
U.S. Bank
Bank of
America
CapitalOne
JPMorgan
Chase
Citibank
1.0
0.8
0.6
0.4
0.2
0.0
USAA
Average number of credit cards owned at primary bank per US respondent
Citibank
Citizen’s
M&T Bank
Sovereign
BB&T
U.S. Bank
Wells Fargo
SunTrust
USAA
0.5
0.4
0.3
0.2
0.1
0.0
Fifth Third
Average number of lending products owned at primary bank per US respondent
Average number of wealth management products at primary bank per US respondent
0.3
0.2
Note: Results based on a standard set of 11 products
Source: Bain/Research Now US NPS survey, 2013
National
Regional
Page 45
Bank of
America
Sovereign
BB&T
JPMorgan
Chase
Fifth Third
Citibank
M&T Bank
Wells Fargo
CapitalOne
360
0.0
USAA
0.1
Direct
Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Appendix: Methodology
Bain & Company partnered with Research Now, the online global market research organization, to survey consumer
panels in Argentina, Australia, Belgium, Chile, Canada, Denmark, Finland, France, Germany, Italy, Japan, Mexico,
the Netherlands, Norway, Poland, Russia, Spain, Sweden, the UK and the US. The survey’s purpose was to gauge
customers’ loyalty to their principal bank and the underlying reasons they hold the views they do. Conducted in
the summer of 2013, the survey polled 177,937 customers of national branch network banks, regional banks, private
banks, direct banks, community banks and credit unions in these countries. We included in the individual bank
analysis only those banks for which we received at least 200 valid responses, though in many countries, sample
sizes exceeded 200 for each bank included.
Bain worked with GMI to survey a further 12,251 account holders in China, Hong Kong, India, Indonesia,
Singapore, South Korea and Thailand. Similarly, individual bank Net Promoter Scores are based on the responses
of at least 200 participants.
Survey questions
Respondents were first asked to identify their primary bank, after which they were asked the following three
questions to assess their loyalty to that institution:
•
On a scale of zero to 10, where zero represents “not at all likely” and 10 represents “extremely likely,” how
likely are you to recommend your primary bank to a friend or relative?
•
Tell us why you gave your primary bank the score you did.
•
How long have you used this bank as your primary bank?
If respondents had been with their current primary institution for less than a year, they were asked to identify
whether they were new to banking or if they had switched from another institution. We subsequently asked about
their prior primary banking relationship, why they switched banks, what influenced them in their choice of a new
bank and which channel they used to open their new account.
For all survey respondents, we asked what major products they hold with their primary bank and other banks, and
which of these products were purchased in the last year. We also asked which channels they use to do their
banking. The remaining questions elicited demographic profile information on household income, investable
assets and region of residence.
We followed up with 5,200 US respondents to ask more detailed questions about their purchase of specific products,
including their product NPS, the methods they used to research their purchases, the channel they used to purchase the
product, the major factors that influenced them in the purchase of the product and how the bank performed on those
factors. For those people who did not purchase from their primary bank, we asked reasons for purchasing elsewhere.
On the question of statistical significance, the results of our data analysis are robust both for the measurement of
bank NPS by country and for respondent NPS for each demographic category. The NPS measured for each bank
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
included in the US regional rankings is statistically significant to an 80% confidence level, with a two-tailed test
of the confidence interval ranging from plus or minus 1.5% (n=4,500) to plus or minus 6.8% (n=201). In countries
where sample sizes were smaller, confidence intervals are wider, with a maximum of plus or minus 7.5%.
Countries classified as developed are based on the World Bank’s high-income category; the developing countries
are based on its middle- and low-income categories.
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
Net Promoter SystemSM and Net Promoter ScoreSM are trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
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Customer loyalty in retail banking: Global edition 2013 | Bain & Company, Inc.
Key contacts in Bain’s Global Financial Services practice
Global: Philippe De Backer in Dubai (philippe.debacker@bain.com)
Edmund Lin in Singapore (edmund.lin@bain.com)
Americas: Mike Baxter in New York (mike.baxter@bain.com)
Europe, Middle East and Africa: Henrik Naujoks in Düsseldorf (henrik.naujoks@bain.com)
Asia-Pacific: Gary Turner in Sydney (gary.turner@bain.com)
Acknowledgments
This report was prepared by Gerard du Toit and Maureen Burns, partners in Bain’s Financial Services practice,
and a team led by Christy de Gooyer, a practice area manager. The authors thank Bain partners in each of
the countries covered in the report for their valuable input and John Campbell for his editorial support.
Page 48
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