New figures reveal that whilst positive customer experiences at banks increased modestly by 7% globally from last year, customer retention is still unstable.

According to the ninth annual Capgemini and Efma World Retail Banking Report 2012, which surveyed over 18,000 bank customers across 35 countries, 9% claimed they are likely to leave their banks in the next six months, whilst 40% are unsure they’ll stay long-term.

Banks that pursue a traditional “do-everything” strategy to improve customer experience should focus on only one or two areas to prioritise their investments and address customer demands, said the study. 

Additionally, the report revealed banks have a significant opportunity to close the customer sentiment gap and address loyalty-increasing factors such as quality of service (53%), fees (50%), ease of use (49%) and interest rates (49%).

Patrick Desmares from Efma said: “23% of bankers identified their banks as offering end-to-end models, but in these uncertain times, sustaining this strategy is very challenging. Right now, banks need to focus on building holistic, prioritised, nimble, and future-proof strategies or risk losing more of their customer base.”

Whilst mobile banking is still in its infancy, it is a channel that will demand more investment to improve customer experience, said the study. According to the figures, more than 60% of customers globally will use mobile banking by 2015. Mobile is currently offering the least positive customer experience but has also improved the most amongst all channels, said the report.

Jean Lassignardie from Capgemini Financial Services said: “Banks should be applauded for taking the necessary, initial steps to sustain customer relationships. However, as more non-bank competitors enter the market, banks must differentiate by building innovative products, improving channel management and service, and enhancing their mobile offerings.”