Nos r\u00e9sultats mettent en \u00e9vidence trois angles morts auxquels les dirigeants du secteur financier devraient porter attention.<\/span><\/p>\n[\/et_pb_text][et_pb_heading title=\u00a0\u00bbPremier angle mort : confondre r\u00e9tention et solidit\u00e9 de la relation client \u00a0\u00bb title_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n
Seulement 3% des Canadiens envisagent activement de changer d’institution financi\u00e8re principale. Ce r\u00e9sultat peut sembler rassurant lorsque le taux d’attrition constitue le principal indicateur de la sant\u00e9 de la relation client.<\/span> <\/span><\/p>\nToutefois, la perception qu’ont les Canadiens de la valeur apport\u00e9e par leur institution financi\u00e8re permet de nuancer ce constat :<\/span> <\/span><\/p>\n\n- Seulement 50% estiment que leur institution financi\u00e8re principale simplifie la gestion de leurs finances.<\/span> <\/span><\/li>\n
- Par ailleurs, 45% consid\u00e8rent qu’elle ne rend la gestion de leur argent ni plus simple ni plus compliqu\u00e9e.<\/span> <\/span><\/li>\n<\/ul>\n
Pour pr\u00e8s de la moiti\u00e9 des Canadiens, leur institution financi\u00e8re principale ne semble donc pas faciliter la gestion de leurs finances. Cela ne traduit pas n\u00e9cessairement une insatisfaction, mais pourrait indiquer une absence de valeur ajout\u00e9e clairement per\u00e7ue.<\/span> <\/span><\/p>\nLes institutions financi\u00e8res continuent d’investir dans les services num\u00e9riques, l’innovation et la personnalisation de l’exp\u00e9rience client. <\/span>Le d\u00e9fi consiste \u00e0 s’assurer que ces investissements se traduisent par des avantages concrets que les clients reconnaissent r\u00e9ellement.<\/span><\/b> <\/span><\/p>\nPour les dirigeants du secteur, la simplicit\u00e9 per\u00e7ue peut constituer un indicateur pertinent de la valeur g\u00e9n\u00e9r\u00e9e par les initiatives en exp\u00e9rience client. Comprendre quels services facilitent v\u00e9ritablement la gestion des finances personnelles et o\u00f9 subsistent des irritants permet de mieux cibler les am\u00e9liorations susceptibles de renforcer la relation avec la client\u00e8le.<\/span><\/p>\n[\/et_pb_text][et_pb_heading title=\u00a0\u00bbDeuxi\u00e8me angle mort : sous-estimer le d\u00e9ficit de confiance \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n
Si la simplicit\u00e9 contribue \u00e0 am\u00e9liorer l’exp\u00e9rience bancaire au quotidien, la confiance envers son institution financi\u00e8re devient particuli\u00e8rement importante lorsque surviennent des difficult\u00e9s financi\u00e8res.<\/span> <\/span><\/p>\nOr, seulement 39% des Canadiens ont confiance dans la capacit\u00e9 de leur institution financi\u00e8re principale \u00e0 les soutenir efficacement en cas de difficult\u00e9s financi\u00e8res impr\u00e9vues.<\/span> <\/span><\/p>\nCette confiance varie \u00e9galement de fa\u00e7on marqu\u00e9e selon l’\u00e2ge :<\/span> <\/span><\/p>\n\n- 53% des Canadiens de 18 \u00e0 24 ans sont confiants de recevoir un soutien efficace.<\/span> <\/span><\/li>\n
- Cette proportion diminue \u00e0 33% chez les 45 \u00e0 54 ans et \u00e0 30% chez les 55 \u00e0 64 ans.<\/span> <\/span><\/li>\n<\/ul>\n
Ces groupes d’\u00e2ge doivent souvent composer avec des responsabilit\u00e9s financi\u00e8res importantes, qu’il s’agisse d’un pr\u00eat hypoth\u00e9caire, d’obligations familiales ou de la pr\u00e9paration \u00e0 la retraite. Pourtant, ils figurent parmi les moins confiants quant \u00e0 la capacit\u00e9 de leur institution financi\u00e8re \u00e0 les accompagner lorsqu’ils en ont besoin. <\/span><\/p>\nPour les institutions financi\u00e8res, il s’agit d’une occasion de mieux comprendre \u00e0 quels moments les clients ont besoin d’\u00eatre rassur\u00e9s, conseill\u00e9s et accompagn\u00e9s tout au long de leur parcours financier.<\/span><\/b> <\/span><\/p>\nL’analyse de la confiance selon les segments de client\u00e8le et les diff\u00e9rentes \u00e9tapes de vie peut aider les institutions \u00e0 anticiper les besoins, \u00e0 am\u00e9liorer leurs services-conseils et \u00e0 offrir un accompagnement plus pertinent avant m\u00eame que leurs clients rencontrent des difficult\u00e9s financi\u00e8res.<\/span><\/p>\n[\/et_pb_text][et_pb_heading title=\u00a0\u00bbTroisi\u00e8me angle mort : pr\u00e9sumer qu’une client\u00e8le financi\u00e8rement \u00e9tablie est plus fid\u00e8le \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||4px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]Nos r\u00e9sultats r\u00e9v\u00e8lent \u00e9galement un constat int\u00e9ressant concernant les obstacles au changement d’institution financi\u00e8re. <\/p>\n
Les Canadiens dont le revenu du m\u00e9nage atteint 100 000$ ou plus sont proportionnellement plus nombreux \u00e0 consid\u00e9rer qu’un changement d’institution financi\u00e8re repr\u00e9sente trop d’efforts (22%), comparativement \u00e0 13% dans le groupe de revenu inf\u00e9rieur pr\u00e9sent\u00e9 dans l’\u00e9tude. <\/p>\n
Ce r\u00e9sultat invite \u00e0 nuancer l’id\u00e9e selon laquelle une client\u00e8le financi\u00e8rement \u00e9tablie demeure n\u00e9cessairement aupr\u00e8s de son institution parce qu’elle est plus satisfaite ou plus engag\u00e9e. <\/p>\n
Les institutions financi\u00e8res peuvent interpr\u00e9ter la r\u00e9ticence de leurs clients \u00e0 partir comme une preuve de la valeur sup\u00e9rieure qu’elles leur offrent. Pourtant, les obstacles au changement ne constituent pas en eux-m\u00eames une proposition de valeur convaincante. <\/p>\n
Ils ne garantissent pas non plus que ces clients choisiront la m\u00eame institution pour leur prochain pr\u00eat hypoth\u00e9caire, produit de placement ou autre service financier. [\/et_pb_text][et_pb_heading title=\u00a0\u00bbTrois priorit\u00e9s pour les dirigeants du secteur financier \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||4px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n
Les r\u00e9sultats de L\u00e9ger font ressortir trois priorit\u00e9s pour renforcer les relations avec la client\u00e8le.<\/p>\n
1. Revoir la fa\u00e7on de mesurer la solidit\u00e9 de la relation client<\/h3>\n
Les taux de r\u00e9tention et les intentions de choisir \u00e0 nouveau son institution sont des indicateurs utiles, mais ils ne devraient pas \u00eatre les seules mesures de la fid\u00e9lit\u00e9. Comprendre pourquoi les clients restent, la valeur qu’ils per\u00e7oivent et la confiance qu’ils accordent \u00e0 leur institution permet d’obtenir un portrait plus complet de la relation.<\/p>\n
2. Faire de la simplicit\u00e9 financi\u00e8re un indicateur strat\u00e9gique de performance<\/h3>\n
\u00c9valuer les innovations num\u00e9riques, les produits et les services du point de vue des clients. Mesurer dans quelle mesure ces investissements facilitent r\u00e9ellement la gestion de leurs finances peut aider les institutions \u00e0 prioriser les am\u00e9liorations qui g\u00e9n\u00e8rent une valeur concr\u00e8te.<\/p>\n
3. Renforcer la confiance avant que les clients aient besoin de soutien<\/h3>\n
Cerner les d\u00e9fis financiers auxquels les clients font face aux diff\u00e9rentes \u00e9tapes de leur vie et anticiper l’\u00e9volution de leurs besoins. Des conseils pertinents et un accompagnement proactif peuvent contribuer \u00e0 renforcer leur confiance avant m\u00eame qu’ils rencontrent des difficult\u00e9s financi\u00e8res.<\/p>\n
[\/et_pb_text][et_pb_heading title=\u00a0\u00bbLe prochain avantage concurrentiel des institutions financi\u00e8res canadiennes : donner aux clients des raisons de vous choisir \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ custom_margin=\u00a0\u00bb45px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||4px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]Les institutions financi\u00e8res canadiennes disposent d’un atout consid\u00e9rable : des relations clients bien \u00e9tablies et un march\u00e9 caract\u00e9ris\u00e9 par une grande stabilit\u00e9. <\/p>\n
Toutefois, la stabilit\u00e9 ne constitue pas, \u00e0 elle seule, une strat\u00e9gie de croissance. Les institutions financi\u00e8res doivent comprendre ce qui incite leurs clients \u00e0 rester, ce qu’ils appr\u00e9cient dans leur relation et ce qui les motiverait \u00e0 choisir \u00e0 nouveau leur institution pour r\u00e9pondre \u00e0 leurs futurs besoins financiers. <\/p>\n
Chez L\u00e9ger, nos \u00e9tudes de march\u00e9 dans le secteur des services financiers aident les institutions \u00e0 mieux comprendre les facteurs qui influencent la fid\u00e9lit\u00e9 de leur client\u00e8le, \u00e0 cerner les occasions de renforcer leurs relations clients et \u00e0 soutenir leur croissance \u00e0 long terme. [\/et_pb_text][et_pb_button url_new_window=\u00a0\u00bbon\u00a0\u00bb button_text=\u00a0\u00bbContactez-nous pour discuter de vos besoins en recherche \u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245″ _builder_version=\u00a0\u00bb4.27.9″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
Les institutions financi\u00e8res canadiennes r\u00e9ussissent particuli\u00e8rement bien \u00e0 conserver leur client\u00e8le. Pourtant, la r\u00e9tention et la fid\u00e9lit\u00e9 ne vont pas n\u00e9cessairement de pair. Une r\u00e9cente \u00e9tude de L\u00e9ger met en lumi\u00e8re un contraste important dans la relation qu’entretiennent les Canadiens avec leur institution financi\u00e8re principale. La majorit\u00e9 (78%) affirment qu’ils choisiraient probablement \u00e0 nouveau leur institution actuelle. Toutefois, seulement 43% se disent r\u00e9ellement satisfaits et souhaitent y rester, tandis que 50% demeurent principalement parce que changer d’institution leur semble trop compliqu\u00e9, qu’ils n’ont pas trouv\u00e9 de solution de rechange suffisamment int\u00e9ressante ou qu’ils pr\u00e9f\u00e8rent maintenir le statu quo. Pour les institutions financi\u00e8res, comprendre pourquoi les clients restent est tout aussi important que de savoir combien restent. Si la stabilit\u00e9 de la client\u00e8le constitue un atout, elle ne permet pas n\u00e9cessairement d’\u00e9valuer la valeur que les clients accordent \u00e0 leur relation bancaire ni leur propension \u00e0 choisir la m\u00eame institution pour r\u00e9pondre \u00e0 leurs futurs besoins financiers. D\u00e9couvrez l’expertise de L\u00e9ger en \u00e9tudes de march\u00e9 dans le secteur des services financiers. Nos r\u00e9sultats mettent en \u00e9vidence trois angles morts auxquels les dirigeants du secteur financier devraient porter attention.Seulement 3% des Canadiens envisagent activement de changer d’institution financi\u00e8re principale. Ce r\u00e9sultat peut […]<\/p>\n","protected":false},"author":38,"featured_media":32036,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[876],"tags":[1973,58,1971,1972,1970,873],"post_language_cat":[39],"class_list":["post-32029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","tag-etudes-de-marche","tag-experience-client","tag-fidelisation-de-la-clientele","tag-retention-de-la-clientele","tag-secteur-bancaire","tag-services-financiers","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"\n
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