本文源引自Craig Guillot发表于《The Financial Brand》2024年3月的文章，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
正文：
Globally, customers are highly satisfied with their primary bank. However, security is a growing concern — and some say they would leave for better rates or lower fees.
在全球范围内，客户对其主要银行非常满意。然而，安全问题越来越令人担忧——一些人表示，他们会为了更好的费率或更低的费用而离开。
Executive Summary 执行摘要
Now in its fourth year, EPAM’s Consumer Banking Report offers insight into the satisfaction of global banking customers. EPAM, a digital transformation services and product engineering company, surveyed 9,000 retail banking consumers across nine countries to learn more about the customer experience. It found that globally, consumers are largely happy with their primary bank.
EPAM 消费者银行业报告现已进入第四个年头，深入了解全球银行业客户的满意度。 EPAM 是一家数字化转型服务和产品工程公司，对九个国家的 9,000 名零售银行消费者进行了调查，以了解有关客户体验的更多信息。调查发现，在全球范围内，消费者对其主要银行基本满意。
Additionally, many consumers still like visiting branches and half do so weekly. However, satisfaction doesn’t necessarily equate to unconditional loyalty. Consumers are increasingly concerned about security — and half say they would leave their primary bank for higher yields or lower fees.
此外，许多消费者仍然喜欢访问分支机构，并且有一半的消费者每周都会这样做。然而，满意并不一定等于无条件的忠诚。消费者越来越担心安全性，一半人表示他们会为了更高的收益率或更低的费用而离开主要银行。
Key Takeaways: 要点：
- Globally, 83% of respondents said they were happy with their primary bank.
在全球范围内，83% 的受访者表示他们对主要银行感到满意。- Half of the respondents said they would leave for better interest rates and lower fees. However, only 13% changed primary banks in the past three years.
一半的受访者表示，他们会为了更好的利率和更低的费用而离开。然而，在过去三年中，只有 13% 的人改变了主要银行。- 86% globally reported using a physical brand in the past year, with 45% doing so monthly.
全球 86% 的受访者表示在过去一年中使用过实体品牌，其中 45% 的受访者每月都会这样做。- 91% say trust in the safety of their personal data was the most important ability for banks.
91% 的受访者表示，对个人数据安全的信任是银行最重要的能力。
What we liked: EPAM’s survey offers a deep dive into customer experience and how global consumers feel about their banks.
我们喜欢什么：EPAM 的调查深入探讨了客户体验以及全球消费者对银行的看法。
Consumers Like Their Primary Banks
消费者喜欢他们的主要银行
Consumers are largely happy with their primary bank. However, many would still consider leaving and have concerns about security and technology.
消费者对他们的主要银行非常满意。然而，许多人仍然会考虑离开，并对安全和技术表示担忧。
Good customer service = happy customers: Of the 83% of respondents who said they were happy with their banks, the greatest reason was excellent customer service (46%), followed by a strong reputation with the wider public (29%). Approximately a third of respondents who were unhappy with their bank said they would be happier if they offered better customer service.
良好的客户服务 = 满意的客户：83% 的受访者表示对银行感到满意，最大的原因是卓越的客户服务 (46%)，其次是在广大公众中的良好声誉 (29%)。大约三分之一对银行不满意的受访者表示，如果银行提供更好的客户服务，他们会更高兴。
Choosing a bank: Customers said they chose their primary bank for its brand recognition (37%), access to a local branch (33%), or because family or friends use the bank (24%).
选择银行：客户表示，他们选择主要银行的原因是其品牌知名度（37%）、可以使用当地分行（33%），或者是因为家人或朋友使用该银行（24%）。
“In the face of rapidly changing market dynamics, marked by high interest rates, inflationary pressures and market volatility, banks have managed to uphold elevated levels of trust and customer satisfaction.”
“面对以高利率、通胀压力和市场波动为特征的快速变化的市场动态，银行成功地维持了较高的信任度和客户满意度。”
— Balazs Fejes, EPAM. — Balazs Fejes，EPAM。
Banking in the branch: 86% of respondents globally said they used a physical branch in the past year and 45% said they visit a branch at least monthly. When asked why they visited a branch, consumers said it was for help (66%), guidance (68%), complaints (61%), or money management (60%).
分行银行业务：全球 86% 的受访者表示，他们在过去一年中使用过实体分行，45% 的受访者表示，他们至少每月访问一次分行。当被问及为何前往网点时，消费者表示是为了寻求帮助（66%）、指导（68%）、投诉（61%）或资金管理（60%）。
Will customers leave? Despite high satisfaction levels, three in ten respondents are considering changing banks in the next year. Half of those said it was for better interest rates or lower fees. Additionally, 38% who were dissatisfied with their current banks said their satisfaction would improve if they offered rewards or incentives.
顾客会离开吗？尽管满意度很高，但十分之三的受访者正在考虑明年更换银行。其中一半表示这是为了更好的利率或更低的费用。此外，38% 对当前银行不满意的人表示，如果银行提供奖励或激励措施，他们的满意度将会提高。
Trust, Transparency and Innovation
信任、透明和创新
While consumers largely trust their banks, data security is critical.
虽然消费者很大程度上信任他们的银行，但数据安全至关重要。
Personalized experiences and trust: The need for personalized experiences continues to grow. 70% say receiving personalized recommendations and experiences based on their behaviors and needs is important. Consumers also largely trust their banks and 81% said they trust their banks to handle their finances and keep their data safe.
个性化体验和信任：对个性化体验的需求持续增长。 70% 的人表示，根据他们的行为和需求接收个性化的建议和体验很重要。消费者在很大程度上也信任他们的银行，81% 的人表示他们相信银行能够处理他们的财务并保证他们的数据安全。
Getting and using data: Banks can start by collecting data to learn more about customer habits, intentions, preferences and unmet needs. While this depends on a customer’s location, it can include financial data they have, financial data they do not have and non-financial data. To provide these human-centered experiences customers crave, banks need to employ AI, genAI and machine learning to generate valuable insights from their data.
获取和使用数据：银行可以从收集数据开始，以更多地了解客户的习惯、意图、偏好和未满足的需求。虽然这取决于客户的位置，但它可以包括他们拥有的财务数据、他们没有的财务数据以及非财务数据。为了提供客户渴望的以人为本的体验，银行需要利用人工智能、genAI 和机器学习从数据中生成有价值的见解。
Customers want more innovation: Consumers are increasingly digitally engaged with their banks. Nearly a third use their bank’s app daily. However, they also want more. Over the next three years, 64% say they would like their bank to provide them access to a digital banker, while nearly 80% say instant payments are the most important feature their bank could offer.
客户想要更多创新：消费者越来越多地与银行进行数字化互动。近三分之一的人每天使用银行的应用程序。然而，他们还想要更多。在接下来的三年里，64% 的人表示他们希望银行为他们提供联系数字银行家的机会，而近 80% 的人表示即时支付是他们的银行可以提供的最重要的功能。
Consumer hesitancy around AI: While banks are striving to find new applications for GenAI, many customers remain skeptical of AI playing a role in their finances. Slightly more than half (57%) said they would not be comfortable acting on financial advice provided by an AI service. However, 68% of respondents also said they would like their bank to offer better financial education. While consumers could benefit from AI, trust must be built before they embrace it.
消费者对人工智能的犹豫不决：虽然银行正在努力寻找 GenAI 的新应用，但许多客户仍然对人工智能在其财务中发挥作用持怀疑态度。略多于一半（57%）的人表示，他们不愿意按照人工智能服务提供的财务建议采取行动。然而，68% 的受访者还表示，他们希望银行提供更好的金融教育。虽然消费者可以从人工智能中受益，但在接受人工智能之前必须建立信任。
Branches and the Teller of the Future
分行和未来的出纳员
Consumers still like banking in person — but the role of branches is changing.
消费者仍然喜欢亲自办理银行业务，但分支机构的角色正在发生变化。
How customers are using bank branches: While consumers prefer to interact with their banks via mobile devices, they still want the option to visit a branch. 86% say they have used a physical brand in the past year, often for deposits. A majority said it was easier to do face-to-face (54%), while others sought financial guidance, to open an account, make a complaint, manage their money, or seek generalized help and support.
客户如何使用银行分行：虽然消费者更喜欢通过移动设备与银行互动，但他们仍然希望选择访问分行。 86% 的人表示，他们在过去一年中使用过实体品牌，通常是为了存款。大多数人表示面对面（54%）更容易，而其他人则寻求财务指导、开户、投诉、管理资金或寻求普遍的帮助和支持。
Bankers as educators: With consumers still seeking a branch experience for occasional needs, there is an opportunity for bankers to provide in-person support. Approximately two-thirds of consumers say they want better financial education from their bank and to give them advice on how to manage their money better.
银行家作为教育者：由于消费者仍在寻求分支机构体验以满足偶尔的需求，银行家有机会提供面对面的支持。大约三分之二的消费者表示，他们希望银行提供更好的金融教育，并为他们提供如何更好地管理资金的建议。
Banks can leverage their in-person interactions to educate customers about the simplicity of digital services and show them how personal these digital experiences can be. However, bank branch employees must also be empowered with knowledge and training, educate customers on finances and give them the guidance they crave.
银行可以利用面对面的互动来教育客户数字服务的简单性，并向他们展示这些数字体验的个性化程度。然而，银行分行员工还必须获得知识和培训，对客户进行财务教育，并为他们提供他们渴望的指导。
Creating a Competitive Advantage
创造竞争优势
EPAM’s research shows there are plenty of opportunities for banks to create and deliver the types of experiences consumers demand. Banks that integrate a human element into their digital services to reduce friction will find a competitive advantage in the coming years. There are several things they can do:
EPAM 的研究表明，银行有很多机会创造和提供消费者所需的体验类型。将人为因素融入数字服务以减少摩擦的银行将在未来几年找到竞争优势。他们可以做几件事：
Meet the customer: While consumers enjoy digital banking, most still use branches and 45% do monthly. Banks must better educate customers on digital tools and services and connect them to a digital banking concierge when they experience friction.
与客户见面：虽然消费者喜欢数字银行业务，但大多数人仍然使用分支机构，并且 45% 的人每月使用。银行必须更好地向客户提供有关数字工具和服务的教育，并在客户遇到摩擦时将他们与数字银行礼宾人员联系起来。
Understand the impact of trust and transparency: While most consumers are happy with their banks, nearly a third say they would consider changing in the next twelve months. Nine in ten said protecting personal data was the most important capability their bank could offer.
了解信任和透明度的影响：虽然大多数消费者对银行感到满意，但近三分之一的消费者表示他们会在未来十二个月内考虑进行改变。十分之九的人表示，保护个人数据是他们的银行可以提供的最重要的功能。
Pursue personalization: Consumers repeatedly say they crave more knowledge and want their bank to offer more financial education or provide financial advice. Banks must leverage data to personalize these services and make them more impactful.
追求个性化：消费者一再表示他们渴望更多知识，并希望银行提供更多金融教育或提供金融建议。银行必须利用数据来个性化这些服务并使其更具影响力。
Embrace AI: As customer experience is such a critical part of customer happiness, banks can tap the capabilities of AI to provide customer service at scale. Half of the respondents said they would like their bank to provide access to an AI-powered digital assistant to help improve their finances over the next three years. Additionally, 96% of those who have used AI to help manage their finances say they were happy with the results.
拥抱人工智能：由于客户体验是客户幸福感的重要组成部分，银行可以利用人工智能的能力来大规模提供客户服务。一半的受访者表示，他们希望银行提供人工智能数字助理，以帮助他们在未来三年改善财务状况。此外，96% 使用人工智能帮助管理财务的人表示，他们对结果感到满意。
Ensure systems are up to the task: As consumers want access to digital bankers and instant payments, banks must ensure they have an agile, cloud-enabled architecture that can rapidly integrate and scale the services consumers demand.
确保系统能够胜任任务：由于消费者希望获得数字银行服务和即时支付，银行必须确保拥有灵活的、支持云的架构，能够快速集成和扩展消费者所需的服务。
