Gartner Research

Measuring Customer Engagement in Retail Banking

Published: 20 February 2019

ID: G00411639

Analyst(s): Financial Services Business Leader Research Team


How do financial services executives define and measure customer engagement in an era of increased technological capabilities and data availability? Consumer banking leaders should use this report to help evaluate current and future approaches to understanding and measuring customer engagement.

Table Of Contents

No Consensus on Engagement Metrics or Definition

Lack of a Universal Metric

Lack of a Universal Definition

A Working Definition

An Evolution of Measurement Approaches

Decreased Use of Interaction Frequency and Account Balance

Net Promoter Score as a Proxy

Increased Interest in Incorporating Financially Healthy Behavior

Evaluating Definitions and Metrics: Lessons From Our Proprietary Data and Analysis

Engagement and Product Holdings

Engagement and Brand Connection

Engagement and Advice-Seeking Behavior

Engagement and Likelihood to Recommend

Engagement and Loyalty


Recommended by the Authors

About This Research


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