What Consumers Want From Financial Institutions

We asked nearly 5,000 US consumers what was most important when doing business with five different financial institutions. It turns out that consumers most want nearby locations and good service from banks, good service from credit card providers, good reputations from investment firms, and low prices from both mortgage and educational loan providers. But that doesn't tell the whole story. We also examined responses across five generations of consumers. Some of our findings: Gen Xers want nearby locations from banks, Seniors want good service from credit card providers, and Older Boomers want good reputations from investment firms. Firms should adjust their marketing mix and experience design to meet the unique needs of each generation.