Most “digital” consumers who know agents in financial activity he is satisfied with their work. Only 18% are not at all or not very satisfied. This is what emerges from an analysis carried out by the Oam Research Office on 500 consumers. However, the research also shows that a large range of customers (59% of the interviewees) have little or no knowledge of the figure of the agent.
As regards the advantages that consumers hope to receive by relying on these professional figures, 37% aim to obtain better contractual conditions, 21% to a greater chance of having the desired financial product. Instead, less attention is placed on obtaining financing in less time or on the ability to better understand the customer's needs.
The search then split by typology the consumers interviewed, outlining 5 groups: "the educated" (20% of the sample), "the digital" (15%), "the analogue" (21%), "the assisted" (23%) and "the traditionalists" ( 21%).
- educated they have a lower average age and a higher level of education, are scarcely digitized from a financial point of view, prefer to go to the branch to request information on certain financial products, such as mortgages and salary/pension transfers. Almost 1 out of 2 of this cluster relies on an agent in financial activity, from whom they mainly request savings in terms of financing costs.
Instead, i digital they are subjects who want to have all possible information, looking for it through internet banking or through the figure of the agent from whom they want a fast and efficient financial service. 62% of the group relied on an agent.
- analog they have low internet banking usage and little interest in agent support. In general, they are not very interested in financial products or services offered by both traditional channels such as banks and financial companies, and innovative ones. The cluster is distinguished by a limited knowledge of the figure of the financial agent and only 23% have relied on this figure in the past,
- assisted they represent a clientele particularly interested in understanding the financial product and in obtaining the required service quickly. This is why they require, more than all the others, the support of financial agents (64%) even though they use internet banking extensively for information.
It flies, i traditionalists prefer to interact with the branch over the new digital channels. All of this leads to low levels of digitization and use of internet banking. 47% of the group has entrusted themselves to a financial agent, to whom they ask for explanations on the financial service/product and personalization of the same.
