BEIJING – May 17, 2012 – More than half (55%) of Chinese consumers’ comments about their retail banking experiences are negative, according to a new analysis by Nielsen, a leading global provider of information and insights into what consumers watch and buy. In the March 2012 analysis, Nielsen examined Chinese social media conversations and found that 15 percent of the comments are positive.
“In China, recent gains in income and the growth of the middle class over the past decade has dramatically increased the demand for retail banking services,” said Georgia Zhuang, vice president, Nielsen China. “While the finance industry has responded with greater numbers of offerings and services, many Chinese consumers have expressed dissatisfaction with several banking services and their overall customer experience. In China’s banking industry, customer experience matters.”
Alternative Banking Channels, New Ways for Banks to Interact With Customers
In the past, physical retail branches were the only channel for customers to interact with financial institutions. Now, technological advances have led to the development of different banking channels, and alternative ways, such as Internet banking, mobile phone transaction and ATM machines, for banks to connect with their customers.
A recent Nielsen consumer study found that 79 percent of Chinese bank consumers use ATMs, 75 percent use online banking and 26 percent bank by mobile phone.
“Many banks are approaching the customer experience in a new way and as Chinese consumers increase their use of banking services, banks have more opportunities to cultivate long-lasting and rewarding relationships with their customers,” said Zhuang. “Satisfying interactions at every possible customer touch point can build consumer trust and loyalty, helping to persuade consumers to deepen their relationship when they need additional financial services. Banks that are successful in building brand equity and deeper relationships with customers will have a significant competitive advantage and be poised for the most robust growth.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement,
online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
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