1.
2013
World Retail
Banking Report

2.
3 Preface
5 Chapter 1: Achieving Differentiation in a Commoditized Market
6 2013 Customer Experience Index Findings
9 Customer Retention Analysis
12 Channels as Differentiators
15 Chapter 2: Unlocking the Potential of Mobility
16 Acquiring the Digital Advantage
18 Evolving Usage of Mobility in Banking
20 Embracing Mobility: A Move towards Customer Centricity
25 Chapter 3: Going Back to the Basics: Becoming a Customer-Centric Bank
by Leveraging Data
26 The Customer Bank Relationship Has Become More Complex
but Less Personal
28 Customer Data Is Not Being Effectively Utilized for Generating
Customer Insights
31 The Way Forward: Deploy Data in Pursuit of Business Goals
34 Appendix
36 Methodology
37 About Us
Contents

3.
Capgemini and Efma are pleased to present the 2013 World Retail Banking Report.
One of the biggest problems facing retail banks today is their inability to stand out in an
increasingly commoditized and competitive marketplace. Few banks are forging innovation in
developing new products. Nor are they connecting with customers in a personalized way as the
role of the branch continues to diminish. And new delivery channels, while offering convenience,
have created an inconsistent and disjointed experience for many customers.
More than ever, banks have a need to decipher the customer experience to better understand the
drivers of positive outcomes. New channels have added complexity to this process, especially since
customer preferences on banking channels may shift based on any one of a number of factors, such
as how old customers are, what country they are in, or what type of products and services they are
seeking. The 2013 World Retail Banking Report seeks to address these nuances by establishing a
detailed framework for identifying and measuring success in retail banking.
Our Customer Experience Index (CEI) improves upon traditional measures of customer attitudes
by incorporating customers’ standards and expectations, alongside their channel preferences, to
shed light on whether customers are having positive experiences in the areas most important to
them. Our findings show that channels have a greater potential to distinguish banks, compared
to products and services. The mobile channel in particular is expected to emerge as a primary
competitive differentiator that banks can use to attract new customers and retain existing ones.
We created the CEI by beginning with a large, in-depth investigation of the many voices and
opinions around the world that make up the modern bank’s retail customer base. Our Voice of
the Customer surveys queried more than 18,000 customers in 35 countries across six geographic
regions, making it one of the most detailed studies of its kind.
In this report we have identified five core elements that are essential to helping banks re-create the
strong relationships they once enjoyed with customers. We also found that customer satisfaction
levels in each core area are much lower than the level of importance customers ascribe to each
factor. These results underscore the need for banks to improve satisfaction within each core area or
risk losing customers.
Additionally, in this report, we have examined mobility’s role in achieving customer-centric
banking. We found that banks have done an effective job of developing mobile capabilities that
improve the customer experience, but have yet to begin developing mobile capabilities that address
the sales and marketing aspects of customer-centricity.
As always, it is a pleasure to provide you with our findings. We hope you continue to find value in
the World Retail Banking Report’s insights.
Jean Lassignardie
Global Head of Sales and Marketing
Global Financial Services
Capgemini
Patrick Desmarès
Secretary General
Efma
Preface

4.
11chapter 1
Figure 6 Correlation between Banks’ Knowledge of Their Customers’ Needs and Customer Experience
FIGURE 6 Correlation between Banks’ Knowledge of Their Customers’ Needs and Customer Experience
Western Europe
Middle East & Africa
Asia-Pacific
Central Europe
North America
Latin America83.4%
82.9%
80.5%
79.1%
77.5%
76.2%
33.8%
45.7%
28.4%
34.8%
31.6%
26.8%
Of the Banking Customers with a Positive
Experience, What Percentage Feel Their Banks
HAVE Good Knowledge of Their Needs (%), 2013
Of the Banking Customers with Negative
Experience, What Percentage Feel Their Banks HAVE
Good Knowledge of Their Needs (%), 2013
Note: Positive experience comprises of customers with CEI score greater than 79 and Negative experience comprises of customers with CEI score less than
40. Customers who feel their bank has knowledge of their need are those who somewhat agreed, agreed, or strongly agreed with the statement that their
bank understands their needs
Source: Capgemini Analysis, 2013; 2013 Retail Banking Voice of the Customer Survey, Capgemini
Figure 7 Correlation between Customer Experience and the Trust and Confidence that Customers Have
in their Banks
FIGURE 7 Correlation between Customer Experience and the Trust and Confidence that Customers Have in Their Banks
Western Europe
North America
Latin America
Asia-Pacific
Central Europe
Middle East & Africa92.8%
92.1%
91.3%
89.8%
89.6%
86.7%
42.1%
38.3%
37.6%
28.2%
45.7%
27.1%
Of the Banking Customers with a Positive
Experience, what Percentage HAVE
Trust and Confidence in Their Banks (%), 2013
Of the Banking Customers with Negative
Experience, What Percentage HAVE
Trust and Confidence in Their Banks (%), 2013
Note: Positive experience comprises of customers with CEI score greater than 79 and Negative experience comprises of customers with CEI score less than
40. Customers who feel they have trust and confidence in their banks are those who somewhat agreed, agreed, or strongly agreed with the statement that
they have trust and confidence in their bank
Source: Capgemini Analysis, 2013; 2013 Retail Banking Voice of the Customer Survey, Capgemini

5.
For more information, please contact:
Capgemini
banking@capgemini.com
Efma
wrbr@efma.com
For press inquiries, please contact:
EMEA
Marta Saez
msaez@webershandwick.com or +44 (0) 207 067 0524
North America and Rest of the World
Cortney Lusignan
clusignan@webershandwick.com or +1 212 445 8192, or
Maria Cianfichi
mchianfichi@webershandwick.com or +1 212 445 8187
Karine Coutinho
karine@efma.com or +33 1 47 42 69 82
www.capgemini.com/wrbr13
www.efma.com/wrbr
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