Advanced Search

Save Or Share This Report

For eBusiness & Channel Strategy Professionals

Why Europeans Choose Financial Firms

May 5, 2010

Primary author headshot

Authors

  • By Vanessa Niemeyer, Ph.D.
  • with Benjamin Ensor,
  • Lauriane Camus,
  • Courtney Tincher

Why Read This Report

To create online offers and messages that are appealing to customers and prospects alike, eBusiness managers at financial companies need to understand what actually drives consumers' decisions when choosing a financial provider. What matters to financial buyers depends on who they are and the product they are buying. Personal loan buyers, for example, are more likely to be influenced by existing customer relationships and trust in the company than by a good price. Customers in older age groups care about customer service. eBusiness executives should turn insights into customers' decision criteria into action. They should, for example, actively cross-sell to existing customers, build trust by being transparent about prices, and offer easy application processes for consumer loans and savings accounts.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Europeans Are Likely To Choose Financial Firms They Know And Trust
  • Decision Criteria Differ By Product And Customer Profile
  • RECOMMENDATIONS

  • Turn Insights Into Customers' Decision Criteria Into Action
  • Supplemental Material
  • Related Research Documents

Recommended Research