This edition of Bain & Company's annual survey of
consumer loyalty in retail banking covers 150,100
account holders in 14 markets.
The rewards of securing greater customer loyalty can
be substantial, on the order of $10,000 more in net
present value over the lifetime of an afﬂuent US
promoter customer vs. a detractor.
Two major survey findings—a surge in mobile banking,
and tepid loyalty scores given by afﬂuent customers in
many markets—highlight the need to tailor digital and
physical channels to the priorities of high-value
customer segments, and integrate these channels closely
with one another instead of running them in parallel.