How Do You Talk To Your Customers? A Customer-Centric Approach to Communications for Financial Services Companies

Europe’s top 25 Financial Services companies spend an estimated1 €9.2bn on sending information to their customers every year. Research commissioned by Xerox shows that customers tell us that they receive too much information and most if it is irrelevant; banks tell us that they believe better targeted communication would improve cross-selling and grow their revenue.

As part of our research, we wanted to understand how the money devoted to customer communications could achieve maximum impact from their customer communications by banks.

Our Research

We commissioned Coleman Parkes to carry out a wide-ranging European Research Study canvassing the views of 259 retail banks in France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.

We had in-depth discussions with Heads of Customer Communications, Heads of Operations and Heads of Distribution. We also conducted1,729 detailed consumer interviews online in the same countries.

Finally, we interviewed 35 major retailers (five in each country). Involving the retail industry in our research was vital: this industry has a proven track record tailoring its communication to their customers needs – it was the voice of experience that our research needed.