The Value of Digital Engagement At Large US Banks
What All Institutions Can Learn From 1Q24 Earnings Presentations
Abstract
High-for-longer prime interest rates and a cooling loan market have made deposit costs, retention, and net interest margin (NIM) some of the biggest strategic challenges for US banks this year. Banks say they are paying more to retain deposits and that profits could suffer.
Celent examined the 1Q24 public presentations and earnings calls from the largest seven US banks to examine how they relate digital customer engagement with deposit costs and retention and other bottom-line consumer banking results.
Celent finds that many of these banks are measuring and communicating the benefit of digital customer engagement as a driver of deposit retention and in some cases a lower cost of deposits. Another driver, but to a lesser extent, is a thoughtful branch engagement strategy.
To compete for deposits, all digital banking leaders should commit to more expansive digital engagement strategies, track the impact of engagement on bottom-line results, and be able to communicate those results clearly.
Celent evaluated banks’ first-quarter public commentary through three lenses. We seek to learn where these institutions are focused and how they connect increased digital customer engagement with bottom-line results.
Lens |
Considerations |
Approaches to Digital and Human Engagement |
Is the bank pursuing specialized digital experiences, either internally developed or in partnership with fintech partners? Which customer-centric product opportunities has the bank identified? Does human support complement digital? |
Metrics for Digital Engagement |
Does the bank provide digital engagement numbers or illustrations of growth over time? Are there qualitative measures of customer engagement in digital and in relation to other channels? |
Value of Digital Engagement to the Franchise |
How does the bank connect digital engagement and capabilities to bottom-line results? How is the return on investment illustrated? |
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