Summary
Forrester’s data underscores that customers’ banking journeys aren’t merely composed of interactions with a bank; customers also consult friends, family members, or other sources as they pursue goals. Among UK banking customers who recently opened a bank account, 14% used review websites; of those who got help using a bank’s website or digital tool, 15% consulted social media and 14% looked to review websites; and among those taking out a loan, 22% turned to review websites and 18% consulted a financial advisor. Banks must consider these external touchpoints when designing and measuring customer journeys. This is a snapshot of Forrester’s data on consumer behavior in Europe.
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