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2016年全球消费银行业务调查Customer trust without it, you’re just another bank
Customer trust: without it, you’re just another bankPart of a series of articles exploring key themes from EY’s Global Consumer Banking Survey.| IntroductionTrust is essential to relationships in all facets of life — personal, professional and financial.We trust airlines to deliver people and luggage to the right city, safely, on time andin good shape. We trust grocery stores to provide safe and healthy food — efficiently, conveniently and cost-effectively. And we have long expected that banks and financial advisors will do the right thing for their customers.But trust is often found wanting in today’s banking relationships, presenting a challenge for both consumers, who want to trust their banks, and for financial institutions, which need trust to retain customers and grow their business. Banks consider trust a strategic imperative both because it is a key predictor of advocacy and future business and because the impacts can be highly destructive if itis eroded. The stakes around trust have never been higher than they are today, with trust-breaching incidents having farreaching consequences and a new generation of competitors ready to exploit consumer skepticism regarding traditional banks.About the surveyEY’s 2016 Global Consumer Banking Survey set out to measure the state of banks’ relevanceto consumers’ lives. More than 55,000 consumers participatedin the survey, which was conducted in early 2016.Findings from EY’s 2016 Global Consumer Banking Survey contain both good news and bad news in relation to trust. On one hand, banks are largely trusted to keep consumers’ money safe. On the other, relatively few consumers completely trust banks to provide unbiased advice that puts their needs ahead of the banks’ objectives. Traditionalbanks also fall behind non-traditional competitors relative to transparency of fees and recommending products and services most relevant for their customers’ needs.All is not lost, however. The gap is not large and traditional banks have c
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