Summary
Forrester data underscores that customers’ banking journeys aren’t merely comprised of interactions with a bank. Customers also consult friends or family members as they pursue goals. Many further work with other organizations: customers opening a bank account use review websites (14%), those getting help with websites or digital tools consult social media (15%) or review websites (14%), and those taking out a loan work with review websites (22%) or financial advisors (18%). Banks must consider these external contributors when designing and measuring customer journeys. This report highlights data from Forrester’s Consumer Europe Survey, 2024.
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