Bankers: Study finds consumers want more connection

What is the difference between Satisfaction Scores and Connected Consumers?

A connected consumer is a satisfied customer, right? The logic seems solid, but new data from Motista finds that, in retail banking, satisfied customers aren't necessarily connected with their bank. According to the report consumers who feel a connection with their bank hold more products - a savings account as well as checking, a CD, a mortgage, etc. - compared to those who aren't connected. And, no, that connection doesn't just mean online access, although many want easier banking access.

In March comScore reported that the number of mobile bankers, those connecting to banking information via a mobile device, surpassed 30 million. That was an increased of more than 50% Year over Year.

Sarah Lenart, comScore vice president, said, "The ubiquitous nature of mobile devices affords financial brands an important channel to reach and engage customers, whether it's at home, work or on-the-go. As brands compete for customer loyalty in this competitive market, marketers will need to focus on continually improving the mobile customer experience and adjusting to the changing landscape and consumer needs as they access their financial information."

For banking, mobile consumers reported they typically logged on from a 'fixed device' (47%), used mobiles/cell phones (26%); only about 10% reported they actually visited their bank to access their information.

Tags: comScore, consumer loyalty, loyalty marketing, mobile trends, Motista