1、FILLING THE 57%HUMAN ADVICE GAP IN DRIVING GROWTH ADVICE ON BANKINGBACKGROUNDIn 2017,we embarked on a study to understand the level of customer loyalty in banking and the reasons behind stealth attrition.The findings were startling,with only 4%of customers considering their financial institution as

2、a place for trusted financial advice,and many shifting to online-only banks.Based on a study we released on the state of banking across 8 countries and 50 financial institutions,the shift to universal bankers has gained little traction.This study further supported our premise that Net Promoter Score

3、(NPS)is no longer a strong differentiator,as most institutions have put great effort into it.The actual factor is the quality of advice these institutions provided.This led SLD to initiate a follow-up study which identified a significant gap in what customers want in financial advice,and how financi

4、al institutions deliver it.The study helped define a customer-centric view of great financial advice and how physical branch can help give a better environment fostering such in-person interaction.CONTEXT Why should we delve deeper into delivering trusted financial advice?We hypothesized that financ

5、ial institutions,emboldened by digital transformation initiatives,need to catch up on what is driving the deep emotional needs of their customers.In todays troubling times,customers look beyond transactional relationships with their institutions.With all the anxiety about rising interest rates and t

6、he high cost of living,customers seek advice on how to continue to prosper and grow.STUDY GOALS Our goals included:1.How do customers define excellent financial advice?2.Where do customers seek trusted advice?3.What part of the customer journey does advice play the most important role?4.Where is the