Personalization: The expected prize for consumers’ data
What do banking and insurance consumers most want from their providers? According to our study, they value integrated propositions and tailored offerings designed to meet their core needs. They like seamless integration across channels. And they want all of it to be trustworthy. The best news? More than three in four consumers are willing to share their data in return for these personalized services.
The 2019 Accenture Global Financial Services Consumer Study surveyed 47,000 banking and insurance customers across 28 markets in Asia-Pacific, Europe, Latin America, Middle East and Africa, and North America to gain insight into what consumers prioritize. It builds on our first biennial study in 2017 and is one of the largest of its kind. Our survey identified values and preferences among financial consumers. We sought to understand what brings varying consumers together, and what sets them apart.
Meet the financial services personas
We learned banking and insurance consumers have many interests in common—but their views vary significantly based on how they value offers and services. We found, based on a cluster analysis of their viewpoints, we could segment consumers into four distinct personas: