The Last-Mile Banking Challenge

The World Retail Banking Report 2019 finds that while customers demand a more comprehensive and personalized banking experience, banks are struggling to deliver a delightful last-mile experience and are surrendering the last mile to non-traditional players.

Customers report high friction and low positive experience at complex banking interactions

Many customers do not report positive experience across many banking interactions – especially when it comes to complex or high-involvement areas, such as applying for a loan/mortgage or problem resolution. More customers applying for a loan or mortgage describe the process as friction-filled than those who see it as a positive. Customers cited lower friction but also a less-positive experience in the initial stages of the banking relationship, such as while opening an account or gathering information. Likely, this happens because customers may have a preferred channel in different contexts for these interactions, calling for an omnichannel strategy by banks.


Customer experience and friction across banking interactions (%), 2019

World Retail Banking Report 2019

The World Retail Report 2019 from Capgemini and Efma explores how banking customers’ changing needs are increasingly being met by customer-centric newcomers and offers insights into how banks can evolve into inventive banks to remain relevant in the Open X era.

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