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.
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
Conclusion
Recommended by the Authors
About This Research
Endnotes
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