WorldRetailBankingReport2015 PDF

WORLD RETAIL
BANKING REPORT
2015
Contents
3
Preface
Chapter 1: Stagnating Customer Experience and Deteriorating Profitable

Customer Behaviors
Overall Customer Experience Levels Stagnated, but Extreme Ends of

Positive and Negative Experiences Increased
Growth of Low-Cost Channels Fails to Displace Branch Usage
12
Customer Behaviors Impacting Banks Profitability
17
Chapter 2: Competitive Threats Disrupting the Banking Landscape
18
Growing Competition across Products and Lifecycle Stages
22
Threat from FinTech Firms As They Gain Customers Trust
25
Chapter 3: Lagging Middle- and Back-Office Investments Drag Down

Customer Experience
26
Need to Bring the Focus Back to Middle- and Back-Offices
28
The Way Forward
30 Conclusion
31
Appendix
33 Methodology
34
About Us
35 Acknowledgements
Preface
Retail banking customers today have more choices than ever before in terms of where, when, and
how they bankmaking it critical for financial institutions to present options that appeal directly
to their customers desires and expectations. Now in its 12th year, the 2015 World Retail Banking
Report (WRBR), published by Capgemini and Efma, offers detailed insight into the specific types
of experiences customers are seeking when they engage with their banks, making it an invaluable
resource for developing strategies to combat an ever-widening array of competitors.
Drawing on one of the industrys largest customer experience surveysincluding responses from
over 16,000 customers across 32 countries, as well as in-depth executive interviewsthe 2015
WRBR sheds light on critical performance metrics for the industry, such as the likelihood of
customers to leave their bank or purchase additional products. Our survey, now in its fifth year,
also uncovers surprising detail on the types of customers who are attracted to different channels,
and the specific types of services that draw them to one channel over another. The unprecedented
level of detail offered regarding customer preferences and behaviorsby product, channel,
geography, and lifecycle stageis intended to enable banks to decode customer preferences on the
way to delivering highly improved experiences.
This years report also draws attention to the pressing problem of the middle- and back-office
two areas of the bank that have not kept pace with the digital transformation occurring in the
front-office. Plagued by under-investment, the middle- and back-offices are falling short of the
high level of support found in the more advanced front-offices, creating a disjointed customer
experience and impeding the industrys ability to attract, retain, and delight customers. Moving
forward, banks must put greater focus on transforming their middle- and back-offices, along with
their front-end interfaces, to create truly enhanced experiences for the customer.
We hope youll find our latest report useful in helping you understand the many factors that go
into providing an enriched experience throughout the customer lifecycle. Through this multidimensional look at customer experience, we expect banks will be better prepared to develop their
own plans for achieving higher levels of positive customer experience, putting them in place to
compete against both traditional and new players in the banking arena.
Jean Lassignardie
Global Head of Sales and Marketing
Global Financial Services
Capgemini
Patrick Desmars
Secretary General
Efma
2015 World Retail Banking Report
Stagnating Customer
Experience and Deteriorating
Profitable Customer Behaviors
Banks efforts to provide enhanced services are falling short of customers

desires and expectations leading to stagnation of Customer Experience
Index (CEI) over past two years.
The CEI witnessed a marginal drop of (0.8) percentage points from 73.5 in 2013 to
72.7 in 2015.
The largest regional decreases in CEI compared to 2013 occurred in Middle East
& Africa, followed by North America. Central Europe, fueled by large CEI gains in
Russia, Turkey, and Czech Republic, registered the largest increase in CEI.
Across all regions, Gen Y customers registered lower customer experience levels
than customers of other ages, reflecting the high expectations Gen Ys have of
banks digital capabilities.
Globally, the percentage of customers having a neutral experience from
their banks declined, shifting to the extreme ends of positive or negative
experiences.
North America was the only region in which positive customer experience levels
decreased, though it continued to have the highest level of overall positive
experience by a slight margin.
Eight of the ten countries with the highest increases in negative customer
experience levels were in Western Europe; five of them posted negative
experience increases of more than 10 percentage points.
The high rate of negative experience among Western European countries led to
that region having the highest regional level of negative experience, surpassing
Asia-Pacific for the first time.
Banks are failing to elicit customer behaviors that can help them either
save costs or improve revenues by providing referrals and buying
additional products.
Alarmingly for the banks, there was a significant increase in the percentage
of customers who were unlikely to buy additional products or refer someone
to their banks.
Customers around the world reported increased likelihood to leave their bank
within the next six months.
CHAPTER 1
Overall Customer Experience Levels Stagnated,

but Extreme Ends of Positive and Negative
Experiences Increased
Retail banks around the globe witnessed stagnation
in their ability to improve the customer experience.
Capgeminis CEI,1 now in its fifth year, found retail
banks average customer experiences slightly drop from
72.9 in 2014 to 72.7 in 2015 (see Figure 1). The CEIs
stagnation reflects the influence of a wave of more agile
competition, combined with banking touch points that
continue to lag customers heightened expectations.
Voice of the Customer Survey of more than 16,000

respondents across 32 countries in six geographies. These
customers provided input on their experiences across 80
different retail banking touch points spanning the full
range of products, lifecycles and channels.
Unlike more basic measures of customer satisfaction,
the CEI identifies the factors most important to
customers and tracks satisfaction specifically along those
dimensions. The resulting data offers a granular, multidimensional view of customer experience that is aligned
to customer values. By grouping these experiences into
positive, negative, and neutral categories, and tracking
them over time, the CEI offers insight into how the
global customer experience is improving or deteriorating.
Since 2011, Capgemini has tracked customer sentiment

toward banks globally, using an exhaustive measure that
tracks physical interactions between banks and their
customers, and how those interactions match up against
customer perceptions and expectations. This years CEI
was calculated based on results from a comprehensive
Figure 1: Customer Experience Index, by Country, 2015
Central Europe
Czech Republic (77.5)
Poland (73.6)
Russia (75.8)
Turkey (76.1)
North America
Canada (78.9)
U.S. (76.6)
Middle East & Africa

Saudi Arabia (67.9)
South Africa (76.7)
UAE (64.7)
Latin America
Argentina (76.8)
Brazil (71.1)
Mexico (76.4)
Western Europe
Austria (76.2)
Belgium (69.2)
Denmark (69.5)
Finland (74.5)
France (69.6)
Germany (70.8)
Italy (72.6)
Netherlands (73.4)
Norway (68.1)
Portugal (73.6)
Spain (73.7)
Sweden (69.3)
Switzerland (73.7)
U.K. (73.9)
Legend:
Asia-Pacific
Australia (76.4)
China (69.7)
Hong Kong (65.8)
India (70.9)
Japan (61.9)
Singapore (71.4)
Increase in CEI from 2013

Decrease in CEI from 2013
Country boundaries on diagram are approximate and representative only
Source: Capgemini Financial Services Analysis, 2015; 2015 Retail Banking Voice of the Customer Survey, Capgemini Global Financial Services
Please refer to the Methodology section on Page 33 for more details
CHAPTER 1
While the overall CEI experienced a modest decline

in 2015, a handful of countries registered significant
change. Banks in Spain and Russia had the greatest
success in improving CEI over the past two years, with
each expanding by 4.8 points. Turkey followed with an
increase of 3.9 points, while Czech Republic and Mexico
each had an increase of 3.5 points.
The large drop by the UAE helped mark Middle East &
Africa as the region with the biggest decrease in overall
CEI, with a drop of 4.0 points. North America followed
with a decrease of 2.6 points. Within North America,
both Canada, the top country on the CEI scale, and the
U.S., ranked fifth, experienced decreases in overall CEI
of 1.8 and 2.9, respectively (see Figure 2).
The positive outcomes for Russia, Turkey, and Czech

Republic helped propel Central Europe to the largest
gain in overall CEI. Central Europes expansion of
2.8 points compared to 2013 was twice as high as the
increase of 1.4 points in Latin America, the only other
region to register a gain. Within Central Europe,
Poland was the only country that did not register an
increase along the CEI.
Continuing the trend from last years report (2014 World

Retail Banking Report), within every region, Gen Y
customers were found to have lower customer experience
levels compared to those in other age groups. For
example, the CEI for North American Gen Ys was 72.2,
compared to 80.1 for customers of other ages within the
region (see Figure 3). Similarly, Latin American Gen Ys
had a CEI of 70.8, compared to 77.2 for all other Latin
Americans.
At the other end of the spectrum were four countries

that experienced large drops in 2015 along the CEI
scale compared to 2013. United Arab Emirates led
the way with a decrease of 8.3 points. The other three
were in Europe, with Norway dropping by 5.9 points,
followed by Belgium and Germany, each with a decrease
of 5.0 points.
The more subdued customer experience levels for Gen Y

likely reflects the high importance of digital technology
to that demographics lifestyle. Gen Y, born between
1980 and 2000, have never experienced an adult world
without the aid of digital connections. Accustomed to
instant access and seamless transactions in most aspects
of their social and professional lives, Gen Y brings very
high expectations to their banking interactions. This
Figure 2: Top 10 and Bottom 10 Countries Based on Customer Experience Index, 2015
Top 10 Countries Based on Customer Experience
Index, 2015
2015
Rank
2013
Rank
Bottom 10 Countries Based on Customer Experience

Index, 2015
2015
Rank
2013
Rank
Canada
78.9
01
01
Japan
61.9
32
31
Czech
Republic
77.5
02
04
UAE
64.7
31
18
Argentina
76.8
03
11
Hong Kong
65.8
30
32
South
Africa
76.7
04
05
Saudi Arabia
67.9
29
15
U.S.
76.6
05
02
Norway
68.1
28
13
Australia
76.4
06
03
Belgium
69.2
27
16
Mexico
76.4
07
21
Sweden
69.3
26
20
Austria
76.2
08
06
Denmark
69.5
25
27
Turkey
76.1
09
24
France
69.6
24
26
Russia
75.8
10
30
China
69.7
23
25
Figure 3: Customer Experience Index for Gen Y Customers vs. Others, by Region, 2015
Customer Experience Index (CEI)
100
75
72.4
80.1
77.5
77.2
72.2
70.8
68.3
74.0
67.8
70.8
71.8
66.4
50
25
0
Central Europe
North America
Latin America
Gen Y
Western Europe
Middle East & Africa
Asia-Pacific
Others
Figure 4: Positive and Negative Customer Experience Change, by Region (%), 20142015
Customers with Negative Customer
Experience (%), 20142015
Customers with Positive Customer

Experience (%), 20142015
Percentage Point
Change from 2014
Percentage Point
Change from 2014
5.2%
2.7%
2.5%
6.7%
5.1%
1.6%
7.7%
6.2%
1.5%
6.8%
11.7%
4.9%
38.2%
52.7%
43.2%
Latin America
49.9%
Western Europe
9.0%
6.8%
3.7%
7.7%
4.0%
Asia-Pacific
(excl. Japan)
6.3%
Japan
20.0%
54.7%
Central Europe
2.2%
13.7%
55.6%
56.4%
North America
Middle East &

Africa
39.0%
(0.8%)
16.5%
9.5%
10.9%
39.6%
36.4%
3.2%
38.8%
33.9%
4.9%
28.1%
23.4%
2015
2014
4.7%
CHAPTER 1
years lower customer experience levels for Gen Y are in

keeping with those from a year ago, underscoring the
inability of banks to keep up with Gen Y expectations.
This years survey found that movement from neutral
experience to the extremes of positive and negative
experiences has increased, signaling the persistent flux of
customer attitudes and the importance of steering them
in a positive direction.
In almost every region, the percentage of customers with
positive experiences expanded by a significant amount.
Central Europe had the biggest increase, jumping
from 38.2% to 54.7% (see Figure 4), bolstered by large
increases in Turkey (24.4 percentage points) and Russia
(23.6 percentage points). The increase in percentage of
customers with positive experience in Turkey, can be
partly attributed to the upgrading of the core systems
and significant efforts made in the back-offices. Latin
America was the region with the next-highest boost in
positive experience, going from 43.2% to 52.7%.
The only region that did not follow this pattern was
North America, where the percent of customers with
positive experiences declined from 56.4% to 55.6%.
While North America continues to have the highest
levels of positive customer experience overall, narrowly
beating out Central Europe, the slight decline points to

the possibility that return on investments in the frontoffice and digital channels are struggling to keep up with
evolving customer expectations.
Western Europe witnessed a significant increase in
the percentage of customers with negative experience
from 4.9% in 2014 to 11.7% in 2015. Eight of the top
ten countries with the highest increases in negative
customer experience were in Western Europe, with
five of them posting negative-experience increases of
more than 10 percentage points: Denmark (11.0 points),
Germany (10.9 points), Netherlands (10.5 points),
Belgium (10.2 points) and Sweden (10.0 points). Only
Japan, with an increase in negative experience of 13.7
percentage points, surpassed them.
The increasing incidences of negative experience
throughout Western Europe led to that region surpassing
Asia-Pacific for the first time in terms of having the
highest levels of negative experience. The 11.7% of
customers in Western Europe with negative experience
reflected an alarming increase from 4.9% a year earlier,
and outpaced the 9.1% in Asia-Pacific by a healthy
margin. This can be partly attributed to the increasing
customer expectations, due to the proliferation of FinTech
and Internet/technology firms.
Growth of Low-Cost Channels Fails to

Displace Branch Usage
Banks have long sought to decrease their distribution
expenses by building low-cost digital channels that
would replace brick-and-mortar branches. Over the years,
they have succeeded in drawing significant numbers
of customers to the newer channels (see Figure 5). But
our research shows many customer segments are not
convinced that the new channels offer the same breadth
and depth of service that can be found in the branch.
The Internet has quickly become the most-favored
channel by customers in all regions. Already high levels
of Internet usage rose further throughout the last year,
resulting in all the regions having at or close to twothirds of their customers accessing banking web sites
at least weekly. Mobiles popularity also rose in every
regionincluding by double-digit levels in the regions
of Latin America, North America, and Central
Europeover the last year. Across most regions, mobile
usage is at or close to one-third of customers accessing it
at least weekly.
Despite the significant leaps to high rates of usage for

both the Internet and mobile, the impact on the branch
was minimal. Banks continued to fall short in their
goal of steering customers away from the branch. In
fact, branch usage rose modestly in North America and
Europe, while decreasing only slightly in Latin America
and barely at all in Asia-Pacific. In effect, the banking
industrys great effort to minimize the use of expensive
branches by replacing them with lower-cost channels still
leaves work to be done.
While customers have quickly adapted to the idea of
tapping into the Internet and/or mobile devices to check
their balances, in the customer view, the branch remains
as the channel of last resort to handle practically any
other type of matter. Even when it comes to simple
products like current accounts and credit cards, our
research found customers still overwhelmingly conduct
the application process in the branch versus via the
Internet or mobile.
10
Figure 5: Customers Using Channels at Least Weekly (%), 20142015
65.1%
Internet
Legend:
30.5%
Mobile
57.3%
22.1%
16.2%
9.8%
Customers (%)
in 2015
Social
Media
Branch
14.2%
9.6%
Customers (%)
in 2014
Note: Question asked, How often do/will you use the following channels for your banking needs? - Never, Couple of times a year, Monthly, Weekly, or Daily
In fact, customers want to turn towards the branch in

equal measure, whether they were applying for simple
products or ones that required more advice and guidance.
A full 53.2% of customers said they would want to use
the branch when applying for a simple product; that
amount was even more than the 51.7% of customers who
said they would want to use the branch to acquire a more
complicated, advice-based product (see Figure 6).
This finding is a stark contradiction to the banks
preference that customers use the branch mostly to
execute more complex interactions involving products like
mortgages and personal loans. Bankers were amenable
to the idea of customers using the branch to apply for
advice-based products; 52.4% of them said they would
prefer customers to use the branch to get such a product.
But they did not expect or want customers to use the
branch to apply for simple products. In fact, 56.1% of
them said they would prefer customers use the Internet to
acquire simple products. That compared to only 32.5% of
customers who said they would want to use the Internet
for simple purchases.
The divergence between how banks and customers view
the roles of the branch and Internet for simple product
purchases underscores a perception problem facing the
industry. Our research found that, while convenience

was a primary driver for customers to turn to digital
channels, customers still perceived the branch to be
offering better service than what could be found on the
digital channels. The challenge for banks going forward
will be to convince customers that the levels of service
and support to familiarize, they can obtain via the
Internet and mobile channels are every bit as good as
what they can get through the branch.
Despite the overwhelming propensity of customers to
turn to the branch for any type of product purchase,
there were certain demographics and geographies where
change was evident. Gen Y customers, for example,
indicated higher usage of the mobile channel to apply for
a product, at a rate of 12.3%, compared to only 7.5% for
customers of all other ages (see Figure 7). We also found
the Internet to be especially popular in certain geographic
pockets. In Netherlands, for example, 40.3% of customers
said they applied for a product via the Internet, compared
to only 33.2% who did so in the branch. These shifts in
consumer behaviorisolated for nowindicate a coming
wave of transformation in how customers view and use
channels. With customers expected to move to the newer
channels in ever-greater numbers, banks will be tasked
with meeting their ever-rising expectations.
11
CHAPTER 1
Figure 6: Channels Want to be Used to Apply, by Product (%), 2015

Simple Products
(Current Accounts and Credit Cards)
100%
1.0%
5.2%
Advice-Based Products
(Loans and Mortgages)
0.0%
3.7%
Social Media
Phone
25.6%
Mobile
0.0%
4.9%
Social Media
Phone
13.4%
Mobile
26.9%
29.3%
Internet
51.7%
52.4%
Branch
Customers'
Perspective
Banks'
Perspective
1.8%
100%
7.6%
8.1%
12.0%
75%
32.5%
50%
56.1%
Internet
Respondents (%)
Respondents (%)
75%
50%
53.2%
25%
25%
14.6%
Branch
0%
0%
Banks'
Perspective
Customers'
Perspective
Note: Question asked, Which channel did you want to use for applying the Product? Branch/Face-to-face, Internet-PC, Internet-Mobile, Phone, or Social Media,
Which channel would you prefer for your customers to apply for the product? (Please check the relevant boxes in the below mentioned table) - Branch / Face-toface, Internet-PC, Internet-Mobile, Phone, or Social Media
Source: Capgemini Financial Services Analysis, 2015; 2015 Retail Banking Voice of the Customer Survey, Capgemini Global Financial Services; 2015 Retail Banking
Executive Interview Survey, Capgemini Global Financial Services
Figure 7: Channels Customers Used, by Lifecycle Stage (%), 2015
Gen Y
3.3%
8.3%
12.7%
Respondents (%)
75%
27.3%
4.2%
9.7%
13.2%
2.0%
8.2%
12.3%
0%
48.5%
First Hear
7.8%
Mobile
Internet
30.5%
Research
7.9%
9.5%
52.4%
Apply
Branch
1.2%
Social Media
7.3%
Phone
7.5%
Mobile
23.7%
Internet
60.3%
Branch
9.7%
75%
25.2%
42.4%
3.3%
100%
Phone
50%
25%
2.0%
Social Media
Respondents (%)
100%
Others
27.1%
30.6%
50%
25%
0%
55.2%
First Hear
46.9%
Research
Apply
Note: Question asked, Where did you first hear about the product?, Where did you research/get advice about the product?,
and Where did you apply for this product?
12
Customer Behaviors Impacting Banks

Profitability
The ability to drive top-line growth by retaining and
cross-selling to existing customers has long been a vital
source of profits for banks. Also critical is the ability to
cultivate loyal customers who refer the bank to others,
thus drastically reducing the cost and effort of acquiring
new customers. However, the outlook for these profitenhancing activities is diminishing. Our survey found
that all of these customer behaviors are becoming much
more challenging for banks around the world to achieve
(see Figure 8).
Banks in every region of the world witnessed a significant
increase in the percentage of customers who said they are
likely to leave their primary bank in the next six months
(see Figure 9). In line with this increase, the average

number of banks that a customer engages with has
slightly increased from 1.5 to 1.6 in 2015 over 2014.
Also, this change is more pronounced for younger age
groups compared to older customers. The rates were
highest in Middle East & Africa and Asia-Pacific
(15.1%), followed by Latin America (14.0%), North
America (10.7%) and Central Europe (10.5%). At the
same time, in every region of the world, the number of
customers who said they were likely to stay decreased,
with the percentage reaching the lowest point in AsiaPacific (43.3%) and remaining the highest in North
America (61.9%).
Figure 8: Likelihood of Customers to Stay, Refer, and Buy from Their Primary Bank, 2015
Unlikely
Likely
(4.1%)
6.3%
Stay
(3.6%)
8.7%
Refer
(16.5%)
20.6%
Buy
Legend:
Percentage Point Increase from 2014
Percentage Point Decrease from 2014
CHAPTER 1
Across all regions, Gen Y customers were the most

likely to switch banks. The difference between Gen Y
customers and Others was particularly stark in North
America, where only 47.3% of Gen Y customers said
they were likely to stay with their bank in the next
six months, compared to 69.8% of Others (see Figure
10). As the wealth and influence of Gen Y customers
increases, their increased tendency to switch banks may
have important implications for profitability.
Customers with an inclination to switch have many
more options to which they can turn. Retailers and
grocery-store chains with large volumes of traffic and
high brand recognition have begun offering simple,
inexpensive financial services products. In addition, a
growing legion of start-up banks are taking advantage
of Internet and mobile technology to offer a range of
flexible and attractive financial products that reflect
the increasingly digital lifestyles of todays customers.
Traditional banks, bound to their legacy systems and
siloed ways of doing business, are finding it difficult to
keep up with all the new competition.
13
In addition to the growing number of options, bank

customers are finding that the logistics of leaving one
bank and opening an account at another is easier than
ever. Many banks in the U.S. now offer switch kits,
designed to reduce the hassle of moving accounts,
including direct deposits and automatic payments, from
one bank to another. In the U.K., the Payments Council
is upholding participating banks to an account-switch
guarantee, which stipulates the appropriate timeframes
and specific actions banks need to take to ensure
consistent, reliable switches. Similarly, the European
Commission has published a proposal that aims, in part,
to establish formal procedures that would aid consumers
in switching their bank accounts quickly and easily.
Besides being more inclined to leave their banks,
customers were also less likely to refer others. In every
region of the world, there was substantial increase in the
percentage of customers who said they were not likely to
refer a friend. The increase was most pronounced in AsiaPacific (10.5 percentage points) and Western Europe
Figure 9: Customers Likelihood to Stay with Their Primary Bank in the Next Six Months, by Region (%), 20142015
Customers Unlikely to Stay, 20142015
Customers Likely to Stay, 20142015

Percentage Point
Change from 2014
Percentage Point
Change from 2014
7.4%
10.7%
3.3%
3.6%
7.9%
4.3%
4.1%
5.7%
9.5%
12.3%
10.5%
6.4%
15.1%
9.4%
14.0%
4.5%
15.1%
2.8%
61.9%
67.3%
North America
60.7%
62.0%
Western Europe
Central Europe
Middle East &

Africa
Latin America
Asia-Pacific
51.0%
54.2%
46.6%
52.8%
46.0%
55.8%
43.3%
49.5%
(5.4%)
(1.3%)
(3.2%)
(6.2%)
(9.8%)
(6.2%)
2015
2014
Note: Question asked, How likely are you to change your primary bank within the next six months (please rate on a scale of 1 to 7, where 7 is highly likely
and 1 is highly unlikely)
14
(9.7 percentage points). In Middle East & Africa, onefifth of customers said they were unlikely to refer others,
an increase of 9.5 percentage points.
A decline in referred customers is a counterproductive
trend for bank marketers. Referred customers are highly
desirable because they require fewer marketing resources,
causing them to generate more revenue at lower cost.
In effect, banks that have fewer referred customers will
likely experience a detrimental effect on bank profits.
Perhaps the most foreboding finding of our 2015 survey
was the large decrease across the globe in the likelihood
of customers buying another product from their primary
bank. Every region experienced a double-digit expansion
in the number of customers who said they were not likely
to purchase another product from their bank (see Figure
11). Astoundingly, more than one-third of customers in
Western Europe (35.3%) said they would not do so, up
from only 9.6% a year earlier. North America had the
next highest percentage, at 27.1%, up from 5.7%. Except

in Latin America, the percentage of customers who said
they were unlikely to purchase an additional product was
greater than the percentage that said they were likely.
The declining rate in propensity to buy underscores the
ubiquity of banking alternatives available to consumers.
Rather than regard their banks as one-stop shops,
consumers can turn to any one of a number of providers,
including brand-name retailers, crowd-funding web
sites, peer-to-peer lenders, and Internet/mobile service
providers, to fulfill their financial needs. At the same
time, aggregation services are increasingly available
to help consumers view all of these disparate financial
relationships through one convenient portal.
These non-bank providers for the most part bring
a capability that many banks lack: an expertise in
interacting and connecting with customers, particularly
through digital touch points. The best-in-class services
Figure 10: Likelihood of Gen Y and Other Customers to Stay with Their Primary Bank in the Next Six Months,
by Region (%)a, 2015
Customers Unlikely to Stay (%), 2015
Customers Likely to Stay (%), 2015
Difference Between
Gen Y and Others
Difference Between
Gen Y and Others
9.9%
3.0%
8.0%
(1.5%)
4.3%
4.8%
2.7%
6.9%
Western Europe
7.9%
North America
15.9%
9.5%
11.0%
18.1%
13.8%
17.0%
12.2%
16.8%
14.1%
Central Europe
Middle East &

Africa
Latin America
Asia-Pacific
51.7%
65.4%
47.3%
69.8%
43.7%
54.5%
42.3%
48.6%
36.8%
51.5%
35.6%
48.0%
(13.7%)
(22.5%)
(10.8%)
(6.3%)
(14.7%)
(12.4%)
Gen Y
Others
a. The number represents the percentage of Gen Y customers who are likely or unlikely to change their primary bank in the next six months
Note: Question asked, How likely are you to change your primary bank within the next six months (please rate on a scale of 1 to 7, where 7 is highly likely and
1 is highly unlikely)
CHAPTER 1
of the non-bank specialists often feature greater flexibility

and price transparency than what banks can offer.
As such, the non-banks are continually able to meet
rising customer expectations, while also pushing those
expectations ever higher.
Banks, unable to keep up with the growing set of more
nimble competitors and fueled customer expectations,
are losing ground. The notable deterioration across all
three behavioral sets linked to profitability underscores
15
their marked regression. Customers are less likely to

stay with their banks, refer others to them, and purchase
additional products. Not only are these behaviors likely to
constrain profits, but, left unchecked, they raise the alarm
of growing disintermediation between banks and their
customers. A solution is for banks would be to focus on
dramatically improving the customer experience, putting
it on par with that of the non-banks angling for their
customers.
Figure 11: Customers Likelihood to Purchase another Product from Their Primary Bank, by Region (%), 20142015
Customers Unlikely to Purchase

another Product (%), 20142015
Customers Likely to Purchase another

Product (%), 20142015
Percentage Point
Change from 2014
Percentage Point
Change from 2014
21.5%
14.3%
7.2%
22.7%
13.9%
8.8%
24.9%
13.6%
21.4%
27.1%
5.7%
23.9%
4.2%
35.3%
25.7%
44.4%
20.3%
Central Europe
30.8%
19.4%
Middle East &

Africa
11.3%
19.7%
28.1%
Latin America
9.6%
38.1%
18.5%
North America
Asia-Pacific
Western Europe
34.3%
14.3%
32.3%
9.9%
27.1%
(16.3%)
(10.5%)
(18.7%)
(15.8%)
(18.0%)
(17.2%)
2015
2014
Note: Question asked, How likely are you to purchase another product from your primary bank? (Please rate on a scale of 1 to 7, where 7 is highly likely and
1 is highly unlikely)
16
Competitive Threats
Disrupting the Banking
Landscape
Increasing disintermediation taking place in the banking arena as customers

look towards alternative entities for their banking needs.
While banks still hold a majority of products across all regions, other entities have made
significant inroads in North America and Western Europe.
While banks acknowledge the threat from these entities, the threat impact is much
higher than what banks perceive as customers are more likely to hear, research, and
apply for different banking services using non-traditional avenues.
Disintermediation levels have increased considerably as bank is no longer where
customers go but what customers do and they can complete their entire banking
lifecycle without ever approaching a bank.2
FinTech firms are making significant inroads into the banking sector and they
have the potential to disrupt the market.
Internet and technology companies have carved out a significant presence in the
area of credit cards and payments.
Among all entities, banks themselves perceive that customers are most comfortable
with Internet/technology firms, significantly higher than the comfort level they have
with banks.
While the threat from Internet/technology firms is not expected to materialize in the
next 36 months, they are perceived to pose the highest future threat to the banks.
The potential of the FinTech firms to disrupt the market comes from their agility and
ability to leverage technology, derive insights from data, and develop simple and
intuitive offerings.
King, Brett. Bank 3.0: Why Banking Is No Longer Somewhere You Go But Something You Do. Singapore: Marshall Cavendish, 2013.
17
CHAPTER 2
18
Growing Competition across Products and

Lifecycle Stages
The increasing competition from the more nimble
competitors has not been restricted to the driving
customer expectations and influencing customer
behavior. Over the last few years, there has been an
increasing proliferation of new entrants across products
and lifecycle stages. However, banks have been
moderately successful in holding their ground, as a
majority of customers still held their products with their
primary banks. Most customers (77.1%) maintained
their current account at their primary bank (see Figure
12), but they were not as loyal to their primary banks
when it came to other products. Only 62.1% had their
credit card at their primary bank; 59.6% their personal
loans, and 52.5% their mortgage.
For the most part, customers engaged with other banks

or financial services providers at a relationship level,
when they strayed from their primary bank. The main
exception was in the area of credit cards, where Internet
and technology firms have carved out a significant
presence. That result is not surprising, given the focus
that technology firms such as Google and Apple have
placed on developing new consumer-oriented payment
products. In effect, banks seeking to bolster themselves
against coming competition should pay particular
attention to the vulnerable payments area.
Figure 12: Entities with Whom Product Is Held, by Product (%), 2015
100%
0.0%
4.9%
18.0%
Respondents (%)
75%
5.4%
3.4%
8.6%
20.5%
0.0%
3.8%
12.9%
0.0%
5.9%
Internet/Technology Firms/
Supermarkets/Retailers/Telcos/
Others
Agent/Broker
16.1%
Other Financial Organizations
25.4%
Other Bank
52.5%
My Primary Bank
23.8%
50%
77.1%
62.1%
59.6%
Credit Cards
Loans
25%
0%
Current
Accounts
Mortgages
Note: Question asked, Who is your product with? My Primary Bank, Other Bank, Other financial organizations, Agent/Broker, Supermarkets/Retailers/Telcos/
Others, Internet/Technology Firms (Google, Amazon, Apple, PayPal), I dont know
Agent/Broker, Supermarkets, and Internet/Technology Firms are not applicable for Current Account; Supermarkets and Internet/Technology Firms are not
applicable for Loans and Mortgages
19
CHAPTER 2
exchange, among many other entrants. Banks in other

regions are not immune either. Indias largest mobile
network operator, Airtel, lets customers use their phones
to pay bills, shop and transfer money. M-Pesa, a highly
successful mobile money transfer service in Africa, is
now adding savings and loan products. And in the U.K.,
Zopa, founded in 2005, is succeeding in making peerto-peer lending mainstream.
Viewed regionally, we found that entities other than

banks had made the greatest inroads into North
America and Western Europe, compared to Latin
America and Asia-Pacific (see Figure 13). In North
America, for example, 23.5% of credit cards were
held by entities other than banks. That compared to
only 14.9% in Latin America and Asia-Pacific. This
difference may indicate the emergence of a higher level
of non-bank competition throughout North America
and Western Europe.
Certainly in North America, the diversity and range
of non-bank competitors vying for a piece of the
banking business is vast. In addition to new near-field
communications-based payment systems from Google
and Apple, banks in the region are contending with
card and checking account products from the retailing
behemoth, Walmart; a Starbucks-branded pre-paid card
system; and the popular LendingTree online lending
In the course of finding out about, researching and

applying for products, customers were far more involved
with other entities besides banks than bank executives
realized. When it came to simple products like current
accounts, 30.6% of customers said they first heard of
the product from a non-bank entity, while only 19.5%
of bankers thought customers had done so (see Figure
14). A similar type of disparity was evident in all stages
of the product lifecycle, including researching and
applying for products.
Figure 13: Entities with Whom Product Is Held, by Region and Product (%), 2015
Western Europe
North America
100%
23.5%
75%
50%
93.8%
76.5%
25%
33.3%
26.8%
66.7%
73.2%
Loans
Mortgages
Respondents (%)
Respondents (%)
100%
6.2%
0%
6.2%
50%
Credit Card
93.8%
Current
Accounts
14.9%
11.7%
100%
15.0%
Respondents (%)
Respondents (%)
79.6%
78.1%
73.9%
Credit Cards
Loans
Mortgages
Asia-Pacific
2.5%
75%
97.5%
85.1%
88.3%
85.0%
25%
0%
26.1%
25%
Latin America
50%
21.9%
0%
Current
Accounts
100%
20.4%
75%
Current
Accounts
Credit Cards
Loans
Mortgages
3.8%
14.9%
12.3%
20.2%
85.1%
87.7%
79.8%
Credit Cards
Loans
Mortgages
75%
50%
96.2%
25%
0%
Current
Accounts
Other Entities
Banks
20
Customers turned to non-traditional entities in even

greater numbers when it came to more complex,
advice-based products. When researching mortgages,
for example, 43.3% of customers said they turned to
other entities. However, only 23.6% of bankers thought
customers had done so. In some countries, the percentage
of customers using other entities was alarmingly high. In
the U.S., for example, 52.7% of respondents first heard
about loans from other entities, 55.3% used them to
research loans, and 48.0% applied for loans from them.
In United Arab Emirates, 64.8% of respondents first
heard about mortgages from other entities, 59.1% used
them to research mortgages, and 43.2% applied through
them. Across the lifecycle stages, other entities such as
price comparison web sites and aggregators are starting
to play a major role. Now, customers can hear, research,
and apply for the product leveraging the services provided

by the new players without ever needing to interface with
the bank.
As entities other than primary banks continue to make
inroads into the various lifecycle stages of acquiring
financial services products, banks cannot remain idle.
With every incursion by a non-bank into the financial
services sales process, banks run a higher risk of
becoming disintermediated from their customers. While
in the past, the banking industry has been confronted
by different types of competitors, eager to separate
customers from their primary banks, the emerging
threats are across the banking value chain from alternate
players both big and small with substantial financial
backing (See Figure 15).
Figure 14: Entities Customer Currently Used, by Lifecycle Stage and Product (%), 2015
Bank Perspective
First Hear
19.5% 9.8%
26.8%
31.7%
Research
20.0%
31.0%
Apply
10.9%
100%
55.3%
Current Accounts
50.3%
45.1%
24.4%
23.6%
15.6%
Mortgages
19.0%
30.5%
13.4%
53.7%
14.6%
49.1%
27.3%
22.6%
22.0%
24.1%
27.0%
80%
60%
Loans
48.2%
Current Accounts
64.6%
Credit Cards
60.3%
Loans
62.1%
Mortgages
40%
20%
54.9%
49.8%
67.0%
0%
41.5%
38.0%
13.8%
43.3%
17.1%
19.6%
53.8%
19.4%
44.7%
22.7%
40%
16.8%
18.7%
58.5%
20%
36.4%
13.8%
64.5%
0%
34.8%
10.3%
39.6%
60%
21.9%
26.8%
32.6%
80%
Respondents (%)
Respondents (%)
Primary Bank
35.9%
18.6%
39.9%
Mortgages
33.1%
16.1%
48.0%
Credit Cards
30.6%
15.8%
51.1%
Loans
46.3%
14.1%
55.3%
Credit Cards
56.1%
22.0%
31.7%
10.4%
Current Accounts
70.7%
17.1%
24.7%
Customer Perspective
Other Banks
Other
Source: Capgemini Financial Services Analysis, 2015; 2015 Retail Banking Voice of the Customer Survey, Capgemini Global Financial Services; 2015 Retail
Banking Executive Interview Survey, Capgemini Global Financial Services
100%
CHAPTER 2
Figure 15: Banking Without a Bank
Banking Without a Bank

The banking industry is going through major disruptions with several new players entering the market and
seizing significant market share across the banking value chain. Let's explore how Shane who just moved to
Silicon Valley in California can Bank Without a Bank.
Technology/
Internet Firms
First stop: Shane needs a new TV for his

home. He looks for deals on his phone
and receives an offer through Apple
iBeacon which sends him to a local store.
Shane needs to buy

some things for his
new apartment but
doesn't have a car yet.
He uses the Uber location-based

appto hire a car and pays
through Uber Wallet so he can
get their discount.
Shane suddenly remembers that

he needs cash to pay for his
laundry at the local laundromat.
Retail Firms
Shane arrives at the store and selects

his TV. He uses his PayPal account to
make the payment and collects
reward points for the purchase.
As of 2014, PayPal has

162 bn active digital
accounts in 203 markets
Shane stops for a coffee and

uses his Starbucks Card to pay
and get more rewards.
Shane gets a notification that

his Walmart Bluebird card
account has a low balance.
He deposits a check into his

account using Walmart Bluebird's
mobile check deposit feature.
He finds a nearby Walmart ATM on

his phone and withdraws cash.
Social Lending and

Crowd Funding Websites
Starbucks has hit $1 bn in mobile

payment revenues in 2014 with
13 mn customers
Shane remembers he promised to send his
brother money at college. He transfers money
from his T-mobile checking account to
his brother's PayPal account.
Shanes old college friend is starting

a business and is looking for partner
who can invest immediately. Shane
uses lendingclub.com for a short term
loan to invest in his friend's business.
As an alternative, Shane and his friend

can also raise funds using crowdfunding.
lendingclub.com is a P2P
lender that has offered $6.2
bn in loans til Sep 2014
How Can Banks Shift Strategy to Become More Customer-Centric?

See how banks are facing these challenges across the world
Digitization
Simplification
Insights & Data
Replace manual processes with digital to

bring the bank to customers anytime,
anywhere with easy-to-use, one-stop
solutions
Simplify internal processes and

external services for a faster and
seamless customer experience
Leverage vast customer data and

digital tools to help customers
make better decisions
Simple Finance
Technology Corp:
Complete digital banking
with advanced features for
budgeting and payments
Turkeys Garanti Bank:

Free mobile app that uses location
and past spending data to give
customers personalized offers
HDFC Bank:
App for mobile-to-mobile money
transfer of small amounts and will
soon enable instant mobile loans
Source: Capgemini Financial Services Analysis, 2015; Lending Club Statistics, LendingClub.com; Stats, Kickstarter.com; www.paypal-media.com; Starbucks
hits $1B in mobile payment revenues in 2013, analysis says, Computerworld, February 2014
21
22
Threat from FinTech Firms As They Gain

Customers Trust
Today, banking executives find the most threatening
of these competitors by far are Internet and technology
companies. Our poll of bank executives shows that
83.3% already view customers as comfortable with
conducting their banking through Internet and
technology companies (see Figure 16). Thats higher
than even the 64.8% who think customers have high
comfort levels banking at banks. Not far behind are
price/product comparison web sites (55.6%) and retailers
(53.7%), indicating that the field of competitors facing
banks extends far and wide.
Internet and technology companies have a considerable
lead over banks because of their impressive success
at winning over the hearts and minds of customers.
They have developed devices and services so useful
and intuitive that users have come to see them as

indispensible to their daily lives. Banking executives
understand that a move by any one of these companies
into the financial services space would present an
enormous challenge, given the comparatively staid
nature of todays banking apps and web sites.
Along with the higher customer comfort levels, Internet
and technology companies are also perceived to pose
the highest threat to banks. However, the threat is not
expected to materialize within the next 36 months
(see Figure 17). While the gestation period is longer,
the threat these firms present is unknown, making it
difficult for banks to develop strategies for mitigating
the risk they present.
Figure 16: Banks Assessment of Customers Comfort Level in Banking with Different Entities (%)a, 2015
83.3%
Internet/Technology Firms
64.8%
Banks
Price/Product Comparison
55.6%
Websites
Supermarkets/Retailers/
53.7%
Telcos/Others
Other Financial Services
48.1%
Companies
Consumer Advice
47.2%
Websites
Agents/Brokers
27.8%
Q. What comfort level do you believe your customers have in banking with the below entities?
a. Percentage here refers to the banks who perceive the customers to have a comfort level of more than 4 on a scale of 1-7 (with 7 representing
the highest comfort level)
Source: Capgemini Financial Services Analysis, 2015; 2015 Retail Banking Executive Interview Survey, Capgemini Global Financial Services
CHAPTER 2
What banks do know is that many technology firms

have a better feel for the customer experience and how
to optimize it. They are also capable of using their
expertise in innovation to re-invent banking in brandnew ways. In addition, they are not burdened by the
legacy systems or siloed businesses that tend to slow
banks down. With the increasing activity of FinTech
firms in the banking space, banks have been trying to
approach these challenges in a myriad of different ways.
Some of the large banks have set up their own venture
capital funds to invest in this burgeoning sector with
some having capital upwards of $100 million.3 Also,
some banks have started incubation programs for these
firms and some have started acquiring new firms or
setting up their own subsidiaries.
While the banks adopt different strategies to counter

the rising threat from the new competitors (i.e., FinTech
and Internet/technology firms), they should be mindful
of the potential of these new players to disrupt the
banking landscape. This potential is not only driven
by their financial abilities but also their ability to
understand the customer by leveraging data, being more
nimble and not burdened by legacy challenges, and
delivering better customer experience using intuitive
and simplified systems and processes.
Figure 17: Threats from Other Entities that Banks Consider to Materialize in 36 Months (%)a, 2015
Threat Perceptionb
Other Banks
85.2%
Other Financial Services

Companies
73.6%
4.9
3.9
Consumer Advice Websites
68.0%
3.1
Supermarkets/Retailers/
Telcos/Others
67.3%
2.9
Agents/Brokers
66.0%
2.5
Price/Product Comparison
Websites
66.0%
3.2
Internet/Technology Firms
61.1%
5.0
Q. Which entity/entities do you believe poses/pose the greatest threat to your current business and in what time period, do you think these entities will start
having a significant impact on your current business?
a. Percentage represents the banks that perceive the threats to materialize within 36 months
b. Threat perception is calculated as the average of responses provided by banks (with 7 referring to the highest threat perception)
Banks Lure Fintech Startups With Venture Funds, The Wall Street Journal, August 2014
23
24
Lagging Middle- and

Back-Office Investments Drag
Down Customer Experience
There is an immediate need to transform the middle- and back-offices before the
gains in customer experience levels from front-office investments reverse out.
Customer experience figured prominently as a driver of investments in the front-office,
but not in middle- and back-office investments. Consequently banks cited much lower
levels of digital maturity in their middle- and back-offices, compared to
the front-office.
Over the next three years, investments in middle- and back-offices are expected to
decrease, while the already high level of investment in the front-office is expected to rise.
This could have an adverse impact on customer experience levels as our research finds
that majority of customer dissatisfaction emanates from back-offices leading to increase
in negative experience levels which have already risen from past year.
While banks face several challenges to digital transformation of their middleand back-offices, a well-structured roadmap can help them overcome these
challenges.
Cost, followed by organizational drive and priority, are the biggest challenges to
digitally transforming front-, middle-, and back-offices.
A clear focus on Digitization, Simplification/Agility, and Insights and Data towards
transforming their middle- and back-offices can help banks create a truly enhanced
experience throughout the customer life cycle.
25
CHAPTER 3
26
Need to Bring the Focus Back to Middle- and

Back-Offices
In seeking to improve the customer experience, most
banks have identified front-end touch points, such
as mobile applications and Internet web sites, as the
primary focal points for investment. Accordingly, 92.6%
of bank executives cited customer experience as the
main driver behind front-office investments (see Figure
18). Similarly, based on the research of Capgemini with
the MIT Center for Digital Business, 94% of banking
executives see an opportunity in digital transformation,
but a significant portion of the investments are toward
enhancing the customer experience through channels.4
While these types of investments are appropriate, they
obscure the need for banks to also invest in middle- and
back-office processes aimed at improving the customer
experience.
Bank executives were most likely to make middleand back-office investments with the intention of
simplifying processes, mitigating risks and reducing
costs. Customer experience figured minimally. Only
53.8% of bank executives cited customer experience as a
primary driver in middle-office investments, and 46.3%
in back-office investments.
In downplaying the role of customer experience in

middle- and back-office investments, banks have ended
up with much lower levels of digital maturity in those
areas, compared to the front-office. This can lead to
banks losing out on a potentially large opportunity to
enhance the customer experience by digitizing their
operations. Ad-hoc improvements in middle- and backoffices, made without an eye to enhance the overall
customer experience, have resulted in nearly 85% of those
areas having only basic to mediocre digital capabilities,
according to bank executives (see Figure 19).
Compared to the front-office, where 31.5% have
advanced levels of digital maturity, only 13.2% of middleoffices and 14.8% of back-offices do. Also, over the last
couple of years, several banks across the globe have been
fined significantly for issues such as wrong application
of interest rates, errors in reporting, and accounting
mistakes with the cumulative fines running into billions
of dollars. Some of these errors have been attributed to
manual processing in middle- and back-offices. While
these fines may not amount to a significant part of
their revenues, the loss of reputation and credibility has
Figure 18: Primary Drivers for Making Investments in Digital Transformation of Front-, Middle-, and Back-Offices of
a Bank (%)a, 2015
Front-Office
Middle-Office
92.6%
Customer Experience
Process Simplification
Back-Office
53.8%
83.3%
Capacity Augmentation
52.8%
Risk Mitigation
51.9%
Cost Reduction
51.9%
46.3%
78.8%
58.8%
70.6%
64.7%
81.5%
50.9%
75.9%
77.8%
Q. On a scale of 1-7, please rate the below drivers for making investments in digital transformation of your front-, middle-, and back-office capabilities?
a. Percentage refers to the banks that have provided a rating of more than 4 on a scale of 1-7 with 7 referring to highest importance and 1 referring to least importance
Backing up the Digital Front: Digitizing the Banking Back Office, Capgemini Consulting, 2013
CHAPTER 3
27
Figure 19: Digital Capabilities of Front-, Middle-, and Back-Office Services in Banks (%)a, 2015
Front-Office
9.3%
Middle-Office
Back-Office
59.3%
15.1%
31.5%
71.7%
11.1%
13.2%
74.1%
Medium
Basic
14.8%
Advanced
Q. How do you rate the digital capabilities of your front-office, middle-office, and back-office services?
a. Percentage here refers to the assessment of banks digital capabilities on a scale of 1-7, with 7 being the best quality and 1 being the worst quality
Figure 20: Break-Up of Firms Investment in Transforming Front-, Middle-, and Back-Offices for Last Two Years and Next
Three Years (%), 2015
4.0
Share of Investment in Transformation (%)
50%
46.9%
42.9%
2.4
40%
33.2%
30.8%
1.5
30%
23.9%
22.4%
20%
10%
0%
Front-Office
Middle-Office
Investments in Last Two Years
Back-Office
Investments in Next Three Years
Q. What has been the break-up of your firms investment in transforming front-, middle-, and back-office capabilities in the last two years?
Q. What will be the break-up of your firms investment in transforming your front-office, middle-office, and back-office capabilities over the next three years?
28
a significant negative impact on the customer experience

and can be detrimental to the bank in the long run unless
these issues are addressed as a priority.
Despite the need to boost middle- and back-office
investments aimed at the customer experience, bank
executives predicted their investments in those areas
would go down. Over the next three years, investments
in the middle-office are expected to decrease by 1.5
percentage points to 22.4% of the total investment in
transformation, and those in the back-office by 2.4
percentage points to 30.8% (see Figure 20). Investments
in the front-office, already high at 42.9% are expected to
rise another 4.0 percentage points to 46.9%.
The overall lack of attention to the customer experience

in middle- and back-office investments may have dire
consequences. The fact that customers rarely, if ever,
have contact with the back-office should not obscure the
reality that many of the service issues they encounter
are attributable to problems that occur there. Slow
processing times, errors, and exceptions are among the
back-office issues that contribute greatly to reduced
service in the front-office and in turn, a poor overall
experience for the customer. Based on our research data
reported in Backing up the Digital Front: Digitizing
the Banking Back Office in 2013, 60% of customer
dissatisfaction emanates from the back-offices, 1020%
of negative experiences at the contact center are due to
execution issues at the back-office, and less than onethird of the executives feel their back-offices are agile
enough to adapt to external changes.
The Way Forward

The complexity of projects aimed at improving
the customer experience was not lost on bankers.
They delineated numerous challenges to digitally
transforming the front-, middle-, and back-offices,
with cost rising to the top and the drive and priority
of the organization coming in second (see Figure 21).

Other difficulties cited were the ongoing presence of
inflexible legacy systems, which impede upgrade efforts,
and the difficulty of building a business case for longterm goals such as digital transformation.
Figure 21: Challenges to Digital Transformation of Front-, Middle-, and Back-Offices (%)a, 2015
Front-Office
Middle-Office
Cost
64.8%
Integration Challenges
56.6%
Regulations
55.6%
Organizational Drive/Priority
53.7%
Employee Inertia
Unclear ROI
Back-Office
50.0%
44.4%
59.6%
56.9%
50.0%
59.6%
46.2%
40.4%
72.2%
58.5%
51.9%
63.0%
46.3%
46.3%
Q. What challenges do you face in taking up digital transformation of your front-, middle-, and back-office?
a. Percentage here refers to the banks that consider the factors as a big challenge i.e., those who have rated above 4 on a scale of 1-7 (with 7 referring to the
biggest challenge)
CHAPTER 3
To overcome these challenges, banks need to develop

a well-structured roadmap that outlines a gradual
approach to digital transformation. One way to address
the issue of cost, for example, is to initiate projects in
a phased manner, focusing first on easily achievable
goals as a lead-up to the ultimate objective of improving
the customer experience. Standardizing processes, for
example, boosts efficiency by reducing costs, as well as
leads to better reporting and control, improving risk
management. At the same time, it sets the stage for
better access to customer information, a critical element
of enhancing the customer experience.
29
thereby realizing the goal of real-time straight-through

processing. This digitization can help them on-board
the clients quickly, complete the payments immediately,
and process the loans swiftly. Completing all these
activities effectively and in a timely manner goes a long
way in creating better customer experiences and in
enhancing the brand image of the bank.
In any project involving the transformation of

middle- and back-offices, banks should set their sights
on three main goals (see Figure 22): Digitization
replacing manual processes with digitized routines,
Simplification/Agilitysimplifying multiple systems
into fewer to enable faster time to market, and Insights
and Dataputting in place the ability to capture and
manage customer data effectively.
However, it would be a massive exercise both in terms

of investment required and the complexity involved
for a bank to truly digitize and transform their core
banking system. The majority of banks do not have
the capacity to make all of the required improvements
concurrently. For example, a bank might invest heavily
in new channels; however, the core systems that figures
out the risk are still running on decades-old technology
that simply cannot be ripped and replaced. Given
the high cost of implementing a new core banking
system, business problems are often not addressed
comprehensively and a componentized solution provides
the best chance of success.
Digitization is clearly the first step toward achieving the

goal of transformation. While digitization would often
be used in the context of customer-facing interactions
via the front-office, it is equally important to back up
those front-office digitization drives with similar efforts
in the middle- and back-offices. Banks should aim
to automate the different processes in the back-end,
The transformation roadmap includes a prioritization

of individual solution components, which augments the
chance to accomplish long-term goals. This componentby component transformation approach avoids the
high-risk rip-and-replace approach and achieves a
steady stream of return on investment. Banks that use
a progressive approach to drive transformation have
Figure 22: Elements of Middle- and Back-Office Transformation
Focus on automation of
processes such as
straight-through processing
to reduce manual processes
which are prone to errors
Addressing system integration

(legacy and silos) to enhance
agility and reduce time to market
Optimization of processes and
operations to drive efficiency
Digitization
Elements of
Middle- and
Back-Office
Transformation
Put in place proper data
management systems to obtain
single customer view
Leverage Big Data and Data
Analytics to draw real-time
actionable insights and enhance
personalization of services
Source: Capgemini Financial Services Analysis, 2015
Insights and Data
Simplification
/Agility
30
achieved tangible results in shorter timeframes than

banks that waited until the end of a long transformation
period.
with the 360-degree view in the CRM platform and

translated and pushed into the channels that clients are
actually using.
The challenge would be to manage the integration of

these old legacy systems with the new generation of
customer-oriented technologies existing in the industry.
This integration should be less about the technologies
involved and more about future proofing and driving
faster time to market for the firms. This ability to
blend the new technologies with the old through
simplification would enable agility. Firms that can
simplify their legacy platforms to effectively support
the business and technology changes at the front-end
would be able to truly differentiate themselves from
their competitors and well placed to deliver enhanced
experiences for their customers.
To achieve this, banks will have to get their CRM

platform properly connected to the Customer
Information File (CIF) in their back-office application.
According to the Enterprise Architecture, this is one
data object ideally supported by one system. The reality
for most banks is, however, that their CIF is spread
across various systemsoften the result of several
mergers and acquisitions. This means that all types
of automated processes are in place to select, combine
and merge data before it is ready for use by the CRM
platform. This makes simplification of the CIF a critical
step in enhancing the banks ability to derive actionable
insights from the customer data.
While digitization and simplification will help in

improving existing processes and achieving operational
efficiencies, the true value lies in leveraging these
enhancements to understand customer needs, both
expressed and latent, and in proactively providing
the products and services to address these needs.
Understanding the needs starts with having a Customer
Relationship Management (CRM) platform in place
that provides a 360-degree view on who the client is and
what type of products they have today. The next step is
to gain insight into what a client is actually doing with
these products and derive actionable insights from this
data. In order to facilitate this, tools from the Big Data
suite need to be implemented. Insights derived from
a banks data via analytical tools should be combined
Progress in any one of these areas is likely to have

considerable impact on the other two. Often, for
example, an effort in systems integration can lead
to positive results that go far beyond just a more
simplified data center. A systems integration project at
one large European bank, for example, led to reduced
maintenance costs, improved time to market for new
loan products, and a 50% increase in straight-through
processing rates. In addition, during the process, the
bank adopted a more flexible channel architecture
intended to support Internet-based sales, leading to a
further reduction in operation costs. In effect, the effort
to simplify systems also had the outcome of improving
digitization rates and adding to customer insight.
Conclusion
Banks across the globe are witnessing a stagnation
of customer experience levels due to rising customer
expectations driven by the proliferation of Internet/
technology firms. Also, there has been deterioration in
the profitable customer behaviors. While banks have
been focusing on their front-office digital capabilities,
they have not been able to meet rising customer
expectations and are losing on the perception battle.
Banking executives perceive customers to be more
comfortable with Internet/technology players and there
is a trend of customers opting for non-banking players
across the lifecycle stages.
However, all is not lost for the banks. In order to

compete with the non-banking entities, banks need
to prioritize transforming their middle- and backoffices and they need to critically address the areas
of Digitization, Simplification/Agility, and Insights
and Data. By adopting a structured approach toward
transformation, banks can enhance their abilities
to provide an enriching experience throughout the
customer lifecycle. With the increasing competition
and changing customer behaviors and preferences, the
banking industry is at an inflection point, the threat of
disintermediation is real and imminent.
APPENDIX
Appendix
Figure 23: Customer Experience Index, by Country, 20132015
Global Average
72.7 (2015)
Global Average
73.5 (2013)
78.9
80.7
77.5
74.0
76.8
75.1
76.7
77.1
76.6
79.5
76.4
77.8
Canada
Czech Republic
Argentina
South Africa
U.S.
Australia
(1.8)
3.5
1.7
(0.4)
(2.9)
(1.4)
76.4
72.9
76.2
75.2
76.1
72.2
75.8
71.0
74.5
72.0
73.9
76.3
73.7
68.9
73.7
75.6
Mexico
Austria
Turkey
Russia
Finland
U.K.
Spain
Switzerland
Point Change
201315
3.5
1.0
3.9
4.8
2.5
(2.4)
4.8
(1.9)
Poland
73.6
74.7
(1.1)
Portugal
73.6
75.7
(2.1)
73.4
71.1
72.6
72.9
71.4
72.2
Netherlands
Italy
Singapore
2.3
(0.3)
(0.8)
71.1
72.1
70.9
75.4
70.8
75.8
69.7
73.1
69.6
71.8
69.5
70.1
69.3
72.0
69.2
74.2
68.1
74.0
Brazil
India
Germany
China
France
Denmark
Sweden
Belgium
Norway
(1.0)
(4.5)
(5.0)
(3.4)
(2.2)
(0.6)
(2.7)
(5.0)
(5.9)
67.9
71.6
65.8
63.8
64.7
73.0
Saudi Arabia
Hong Kong
UAE
(3.7)
2.0
(8.3)
61.9
65.5
Japan
0
20
40
60
CEI (On a Scale of 100)
80
(3.6)
100
2015
2013
31
32
Figure 24: Customers with Positive Experience, by Country (%)a, 20132015

Global Average
Percentage
Point Change
201315
Global Average
41.6 (2013)
48.1 (2015)
Czech Republic
61.4
42.5
Austria
48.3
Argentina
18.9
59.9
11.6
59.5
44.9
14.6
56.9
60.8
Canada
Mexico
39.6
Netherlands
17.0
56.3
39.2
Russia
(3.9)
56.6
17.1
55.8
30.5
25.3
54.9
57.1
U.S.
Switzerland
46.5
Spain
(2.2)
54.9
8.4
53.3
34.4
Turkey
38.4
Italy
40.5
18.9
52.1
13.7
51.9
11.4
51.3
51.5
Australia
(0.2)
South Africa
50.3
48.6
1.7
Poland
50.1
44.3
5.8
Portugal
50.0
46.9
3.1
Finland
49.8
10.5
39.3
48.4
48.0
48.0
50.1
Germany
U.K.
Denmark
(2.1)
46.9
35.9
France
0.4
11.0
46.2
36.2
10.0
45.4
41.3
44.7
39.8
42.8
43.3
42.0
40.0
39.2
41.6
Belgium
Sweden
Norway
Brazil
Saudi Arabia
38.1
India
4.1
4.9
(0.5)
2.0
(2.4)
(8.1)
46.2
36.1
34.4
34.7
36.3
Singapore
China
Hong Kong
15.0
(1.6)
33.4
28.4
UAE
1.7
18.4
(11.6)
40.0
28.1
21.9
Japan
0
20
6.2
40
60
Customers with Positive Experience (%)
80
2015
2013
a. Positive experience denotes an integer CEI score of more than 79

METHODOLOGY
33
Methodology
2014 Global Retail Banking
Voice of the Customer Survey
Capgeminis Proprietary
Customer Experience Index (CEI)
A global survey of customer attitudes toward retail

banking forms the basis of the tenth annual World
Retail Banking Report. Our comprehensive Retail
Banking Voice of the Customer Survey polled over
16,000 retail banking customers in 32 countries. The
survey sought to gain deep insight into customer
preferences, expectations and behaviors with respect to
specific types of retail banking transactions. The survey
questioned customers on their general satisfaction
with their bank, the importance of specific channels
for executing different types of transactions, and their
satisfaction with those transactions, among other
factors. The survey also questioned customers on their
likelihood to stay, refer a friend, purchase another
product from their bank, why they choose to stay with/
change their bank, and other issues. We supplemented
these detailed findings with in-depth interviews with
senior banking executives around the world.
The responses from the global Retail Banking Voice

of the Customer Survey, which analyzed customer
experiences across 80 data points, provide the
underlying input for our proprietary CEI. The CEI
calculates a customer experience score that can be
analyzed across a number of variables. The scores
provide insight on how customers perceive the quality
of their bank interactions. They can be dissected by
product, channel and lifecycle stage, as well as by
demographic variables, such as country, age, investable
assets and comfort level with technology. The result
is an unparalleled view of how customers regard their
banks, and the specific levers banks can push to increase
the number of positive experiences for customers.
The index provides a foundation for banks to develop
an overall retail delivery strategy that will increase
satisfaction in ways that are most meaningful to
customers.
34
About Us
CAPGEMINI
EFMA
With almost 145,000 people in over 40 countries,

Capgemini is one of the worlds foremost providers of
consulting, technology and outsourcing services. The
Group reported 2014 global revenues of EUR 10.573
billion. Together with its clients, Capgemini creates
and delivers business and technology solutions that fit
their needs and drive the results they want. A deeply
multicultural organization, Capgemini has developed
its own way of working, the Collaborative Business
Experience, and draws on Rightshore, its worldwide
delivery model.
As a global not-for-profit organisation, Efma

brings together more than 3,300 retail financial
services companies from over 130 countries. With
a membership base consisting of almost a third of
all large retail banks worldwide, Efma has proven
to be a valuable resource for the global industry,
offering members exclusive access to a multitude of
resources, databases, studies, articles, news feeds
and publications. Efma also provides numerous
networking opportunities through working groups.
Capgeminis Global Financial Services Business Unit

brings deep industry experience, innovative service
offerings and next generation global delivery to serve
the financial services industry. With a network of
24,000 professionals serving over 900 clients worldwide
Capgemini collaborates with leading banks, insurers
and capital market companies to deliver business and
IT solutions and thought leadership which create
tangible value.
Visit: www.efma.com
Learn more about us at

www.capgemini.com/financialservices.
Rightshore is a trademark belonging to Capgemini
2015 Capgemini
All Rights Reserved. Capgemini and Efma, their services mentioned herein as well as their logos, are trademarks or registered trademarks of their
respective companies. All other company, product and service names mentioned are the trademarks of their respective owners and are used
herein with no intention of trademark infringement. No part of this document may be reproduced or copied in any form or by any means without
written permission from Capgemini.
Disclaimer
The information contained herein is general in nature and is not intended, and should not be construed, as professional advice or opinion provided
to the user. This document does not purport to be a complete statement of the approaches or steps, which may vary accordingly to individual
factors and circumstances, necessary for a business to accomplish any particular business goal. This document is provided for informational
purposes only; it is meant solely to provide helpful information to the user. This document is not a recommendation of any particular approach
and should not be relied upon to address or solve any particular matter. The text of this document was originally written in English. Translation
to languages other than English is provided as a convenience to our users. Capgemini and Efma disclaim any responsibility for translation
inaccuracies. The information provided herein is on an as-is basis. Capgemini and Efma disclaim any and all representations and warranties of any
kind concerning any information provided in this report and will not be liable for any direct, indirect, special, incidental, consequential loss or loss of
profits arising in any way from the information contained herein.
ACKNOWLEDGEMENTS
35
Acknowledgements
We would like to extend a special thanks to all of the banks and
individuals who participated in our Banking Executive Interviews
and Surveys.
The following companies are among the participants who agreed to be publicly named:
Alpha Bank Bulgaria, Bulgaria; ANZ, Australia; Banca Generali, Italy; BancABC, South Africa; Banco Bradesco,
Brasil; Banco Popular, Spain; Bank Simpanan Nasional, Malaysia; Bankia, Spain; BAWAG PSK, Austria;
Bendigo and Adelaide Bank Group, Australia; BLOM Bank, Lebanon; BNP Paribas, Belgium; Byblos Bank SAL,
Lebanon; Caisse dEpargne Rhne-Alpes, France; CheBanca!, Italy; CUA, Australia; Defence Bank Limited,
Australia; DNB ASA, Norway; Erste Group Bank AG, Austria; Eurobank Ergasias, Europe; Eurobank Ergasias
S.A., Greece; Groupe Caisse dEpargne, France; Hypo Alpe-Adria-Bank d.d. Slovenia; ING, Luxembourg; ING,
Netherlands; Intesa San Paolo Bank Albania, Albania; Intesasanpaolo, Italy; KBC, Belgium; KLP Bank, Norway;
Laboral Kutxa, Spain; Lnsfrskringar Bank, Sweden; Maybank, Hong Kong; Maybank (Cambodia) Plc,
Cambodia; Members Equity Bank (ME Bank), Australia; Millennium BCP, Portugal; MyState Limited, Australia;
Nordnet Bank, Nordics; Privredna banka Zagreb d.d., Republic of Croatia; Promsvyazbank, Russian Federation;
R. Raphael & Sons PLC (Raphaels Bank), Europe; Rockland Trust, USA; Rural Finance, Australia; Russlavbank,
Russian Federation; SEB, Sweden; Skandias Bank, Sweden; SpareBank 1 SR-Bank, Norway; Swedbank, Sweden;
TBC Bank, Georgia; The Bank of Tokyo-Mitsubishi UFJ, Japan; UniCredit, Europe; UniCredit Bank Austria,
CEE; and Westpac Group, Australia.
We would also like to thank the following teams and individuals for
helping to compile this report:
William Sullivan and Sivakanth Dandamudi for their overall leadership for this years report; Vamshi Suvarna,
Sumit Chugh, Raghunandan Kothamasu, and Chris Costanzo for researching, compiling, and writing the findings,
as well as providing in-depth market analysis.
Erik Van Druten, Bhaskar Banerjee, and Ritendra Sawan from Capgeminis Global Core Banking and Channels
Centers of Excellence for their continuous support and inputs for the development of the report.
Capgeminis Global Retail Banking network for providing their insights, industry expertise and overall guidance:
Ravi Pandit, Gilles Savini, Pascal Spelier, Kishen Kumar, Christophe Vergne, Francis Hellawell, David Delfosse,
Philip Gomm, Anders Rygh, ystein Refsnes, Krister Rydmark, Johan Bergstrm, Klas Rutberg, Filip Goldmann,
Sharon Rode, Fredrik Borchgrevink, Buchignani Marco, Jessica Ingrami, Gert Littooij, and Mercedes Chacn Otero.
The Global Product Marketing and Programs, and Corporate Communications teams for producing, marketing,
and launching the report: Vanessa Baille, Mary-Ellen Harn, Martine Matre, Stacy Prassas, Suresh Chedarada,
Ed Johnson, Gabriella Lucocq, Sourav Mookherjee, Omkarnadh Sanka, Erin Riemer, Karen Schneider, Rosine Suire,
Jyoti Goyal, Partho Sarathi Bhattacharjee, and Sathish Kumar Kalidasan.
The Efma team for their collaborative sponsorship, marketing, and continued support: Patrick Desmars and
Karine Coutinho.
Visit
www.worldretailbankingreport.com
www.efma.com/wrbr
For more information, please contact:

Capgemini
banking@capgemini.com
Efma
wrbr@efma.com
For press inquiries, please contact:
UK/EMEA
Cortney Lusignan
clusignan@webershandwick.com or +44 20 7067 0764
North America and Rest of the World
Mary-Ellen Harn
mary-ellen.harn@capgemini.com or +1 704 490 4146
Karine Coutinho
karine@efma.com or +33 1 47 42 69 82

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WORLD RETAIL

Chapter 1: Stagnating Customer Experience and Deteriorating Profitable

Overall Customer Experience Levels Stagnated, but Extreme Ends of

Growth of Low-Cost Channels Fails to Displace Branch Usage

Customer Behaviors Impacting Banks Profitability

Chapter 2: Competitive Threats Disrupting the Banking Landscape

Growing Competition across Products and Lifecycle Stages

Threat from FinTech Firms As They Gain Customers Trust

Chapter 3: Lagging Middle- and Back-Office Investments Drag Down

Need to Bring the Focus Back to Middle- and Back-Offices

The Way Forward

2015 World Retail Banking Report

Banks efforts to provide enhanced services are falling short of customers

2015 World Retail Banking Report

2015 World Retail Banking Report

Overall Customer Experience Levels Stagnated,

Voice of the Customer Survey of more than 16,000

Since 2011, Capgemini has tracked customer sentiment

Figure 1: Customer Experience Index, by Country, 2015

Middle East & Africa

Increase in CEI from 2013

Please refer to the Methodology section on Page 33 for more details

While the overall CEI experienced a modest decline

The positive outcomes for Russia, Turkey, and Czech

Continuing the trend from last years report (2014 World

At the other end of the spectrum were four countries

The more subdued customer experience levels for Gen Y

Bottom 10 Countries Based on Customer Experience

2015 World Retail Banking Report

Customer Experience Index (CEI)

Middle East & Africa

Customers with Positive Customer

Middle East &

years lower customer experience levels for Gen Y are in

beating out Central Europe, the slight decline points to

Growth of Low-Cost Channels Fails to

Despite the significant leaps to high rates of usage for

2015 World Retail Banking Report

Figure 5: Customers Using Channels at Least Weekly (%), 20142015

In fact, customers want to turn towards the branch in

industry. Our research found that, while convenience

Figure 6: Channels Want to be Used to Apply, by Product (%), 2015

Figure 7: Channels Customers Used, by Lifecycle Stage (%), 2015

2015 World Retail Banking Report

Customer Behaviors Impacting Banks

(see Figure 9). In line with this increase, the average

Percentage Point Increase from 2014

Percentage Point Decrease from 2014

Across all regions, Gen Y customers were the most

In addition to the growing number of options, bank

Customers Unlikely to Stay, 20142015

Customers Likely to Stay, 20142015

Middle East &

2015 World Retail Banking Report

next highest percentage, at 27.1%, up from 5.7%. Except

Customers Likely to Stay (%), 2015

Middle East &

of the non-bank specialists often feature greater flexibility

their marked regression. Customers are less likely to

Customers Unlikely to Purchase

Customers Likely to Purchase another

Middle East &

2015 World Retail Banking Report