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1、Insights and trends on AI,digital engagement,and customer loyalty from 9,500 consumers worldwideSECOND EDITIONThe ConnectedFinancial ServicesReportThe financial services industry is no stranger to innovation,including artificial intelligence(AI).From detecting and preventing fraud to making better u

2、nderwriting decisions,AI has played a prominent role in the sector for years.What if financial services institutions had a limitless workforce?The next generation of AI agents is set to again revolutionize financial services through a new source of digital labor that automates tasks,enhances custome

3、r experiences,and ensures the highest compliance.Our latest Connected Financial Services Report,based on a new survey of 9,500 global consumers,reveals plenty of expectations and pain points for agents to address,such as:47%of consumers often have to repeat or re-explain information to different rep

4、resentatives 56%of consumers say their institutions dont proactively anticipate their financial needs Only 15%of customers say their institutions exceed expectations for actionable insights and tips that improve their financial healthSalesforce believes the shift to agents will benefit customers thr

5、ough faster,more seamless sales and service experiences.At the same time,representatives and advisors will be freed up from rote tasks to spend more time with customers and strengthening relationships that foster better financial health.This shift will also fulfill a key expectation of consumers esp

6、ecially younger ones for an outsized role of AI in their relationships with financial institutions compared to other industries.But like with any new technology,firms need to ensure that the underpinning data is managed with high standards of security and privacy,and that compliance is maintained wi

7、th the right controls and guardrails.Only then will the technology fulfill its promise for customers,employees,and partners.We hope you find the information in this report useful as you plan the next chapter of your businesss and customers growth as the industry enters the agentic AI era.A Note from

8、 Salesforce for Financial Services123SALESFORCE2THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION9,500 FSI customers surveyed worldwideWhat Youll Find in This ReportFor this report,Salesforce surveyed 9,500 financial service institution(FSI)customers worldwide to discover:What fosters consumer loy

9、alty and drives customer attrition in financial services The latest preferences and expectations for digital customer experiences How consumers think about the increasing and evolving use of data and AI in the industry including agentic use casesData in this report is from a double-anonymous survey

10、conducted from September 10 through October 18,2024.Respondents represent 22 countries across five continents.All respondents are third-party panelists.For further survey demographics,including income range definitions,see page pages 45 and 46.Due to rounding,not all percentage totals in this report

11、 sum to 100%.All comparison calculations are made from total numbers(not rounded numbers).Salesforce Research provides data-driven insights to help businesses transform how they drive customer success.Browse all reports at CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONSALESFORCE4THE CONNECTED FINAN

12、CIAL SERVICES REPORT,2ND EDITIONContentsExecutive Summary .05 Introduction.06 Chapter 1:The State of Customer Relationships.10 Chapter 2:The State of Digital Experiences.17 Chapter 3:Financial Services Enters the Agentic AI Era.21 Chapter 4:Data,Trust,and Infrastructure Are Works in Progress.26 Appe

13、ndix.31 Additional Information.44SALESFORCE5THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONThe State of Customer RelationshipsWhile competitive rates,fees,and pricing are the logical top factor that builds customer loyalty,differentiated service is a close second that can prevent attrition,parti

14、cularly among FSIs most lucrative customers.Forty-six percent of consumers including 55%of high earners would stay with an FSI that provides an excellent customer experience even if they raised rates or fees.01The State of Digital ExperiencesAlthough the share of consumers happy with institutions di

15、gital experiences has risen significantly,fewer than half of consumers are fully satisfied.Up to 60%of consumers expect a given financial services task to be fully automated.02Financial Services Enters the Agentic AI EraConsumers are generally open to a variety of AI use cases in financial services,

16、including those powered by assisted and autonomous agents.But as institutions ramp up AI adoption,theyll need to demonstrate how its used safely,ethically,and responsibly.Fifty-four percent of consumers trust the use of AI agents in financial services.03Data,Trust,and Infrastructure Are Works in Pro

17、gressCustomer experience standards require a solid base of reliable,interconnected,and accessible customer and business data.Financial institutions face the dual challenge of earning customers trust in their data stewardship and ensuring their data infrastructure is up to the task.Eighty-four percen

18、t of consumers would switch financial services institutions if they felt their information was mishandled up from 78%in 2023.04Executive SummaryIntroductionAs consumers senses of financial security grow,theyre increasingly turning to digital tools and channels to reach their goals.At the same time,t

19、hey are grappling with how AI will change their interactions with the financial services industry.Fifty percent of consumers expect AI to have a bigger impact on their relationships with FSIs compared to other industries.IntroductionSALESFORCE6THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONSense

20、 of Financial Security Compared to Prior YearConsumers Set Goals as Their Sense of Financial Security RisesConsumers Top Financial GoalsSee p.32 for additional segmentationsSee pgs.33-34 for additional segmentationsBuilding wealthPlanning for retirementCreating or maintaining an emergency fundSaving

21、 for a major purchasePaying off debt2024202324%26%33%31%25%20%16%8%8%10%12345SALESFORCE7THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONThe State of Personal FinancesConsumers have been on an economic rollercoaster over the past few years.Between supply chain issues,inflation,rising interest rate

22、s,and even a short-lived regional banking crisis in the U.S.,there has been plenty of economic uncertainty to go around.Today,consumer outlook is more positive.Two-thirds(66%)of global consumers feel their finances are more secure or stable up from 59%in 2023.As consumers look to the future,97%have

23、at least one financial goal.Gen Z and millennial consumers who collectively represent over half of the population are focused first and foremost on building wealth,whereas their Gen X and baby boomer counterparts are more concerned about planning for retirement.In addition to demographics,priorities

24、 vary across geographies.For example,Americans are focused on paying off debt while estate planning and educational funding are consistently low priorities.Significantly more secureSlightly more secureThe sameSlightly less secureSignificantly less secureRanked Importance of Personalization FactorsCu

25、stomer service interactionsOffersData and insightsProduct recommendationsCommunicationsTotalGen ZMillennialsGen XBaby boomersData and insightsCustomer service interactionsOffersProduct recommendationsCommunicationsCustomer service interactionsOffersData and insightProduct recommendationsCommunicatio

26、nsCustomer service interactionsOffersData and insightProduct recommendationsCommunicationsCustomer service interactionsCommunicationsOffersProduct recommendationsData and insight12345Consumers Who Are Fully Satisfied With Financial Services Institution PersonalizationFinancial Services Institutions

27、Have an Opportunity to Differentiate On Personalization38%25%21%SALESFORCE8THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONCustomer Engagement Standards Are EvolvingAlthough taking the pulse of broad economic sentiment can paint a valuable picture,the reality is that no two consumers are the same

28、.The financial services industry has always been built on relationships,but consumers have become less than impressed with what their financial service institutions deliver.Today,personalization means more than adding a customers name in communications.Tailored customer service and offers based on a

29、n individuals unique circumstances are especially top-of-mind.For the rising Gen Z customer base,personalized data and insights that help them make sense of their unique financial picture such as where their financial progress stands against their peers will make an institution stand apart.BanksInsu

30、ranceWealth managementBankInsurance agent or providerWealth management advisor52%20%17%21%48%26%19%27%How Customers Prefer to Interact With Financial Service InstitutionsDigital-First Consumers Have High Expectations for AIs Role in Financial ServicesGen ZMillennialsGen XBaby boomers%38%49%55%5943%S

31、ALESFORCE9THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAI Ups the Ante for Digital TransformationThe shift to digital-first engagement is all but complete in financial services,with a strong majority of customers preferring to conduct all or most business through channels like mobile apps and

32、account portals.Today,even high touch,high stakes wealth management relationships are more likely to be built over email than over the phone.Now,the ascension of AI particularly generative and agentic examples is spearheading a new era of the industrys digital transformation that,unlike the peaks an

33、d valleys of digital assets and blockchain,is transformative.As the technology advances,customers increasingly expect routine interactions with financial institutions to be transformed,offering enhanced convenience,efficiency,and personalization.In fact,50%of consumers expect AI to have more impact

34、on their relationships with financial services institutions compared to other industries,a sentiment thats more common among younger generations.Completely offlineMostly offlineMostly digitallyCompletely digitallyMuch more than other industriesSomewhat more than other industriesNo more or less than

35、other industriesMuch less than other industriesDont knowSomewhat less than other industries14%36%31%10%9%8%6%2%10%How Customers Believe AI Will Impact Their Interactions With Financial ServicesSALESFORCE10THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONThe State of Customer Relationships01Provide

36、 generic information not specific to my financial situationOnly address my financial needs reactivelyAct in their best financial interestOnly address some of my financial needsAre apathetic about my financial healthAct in an impersonal mannerTreat me like a numberTake a lot of effort to work withPro

37、vide information relevant to my financial situationCare about my financial health“My financial services institutions.Customers Give Their Financial Service Institutions Mixed Reviews78%22%65%35%64%36%63%37%59%41%52%48%50%50%44%56%Demonstrate empathy and understandingTreat me like an individualAre ea

38、sy to work withMeet all of my financial needsAct in my best financial interestProactively anticipate my financial needsSALESFORCE11THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONTrusted Relationships Are Works in Progress01Given the unique needs and circumstances of each customer,the onus is on

39、FSIs to deliver tailored engagement built on trusted relationships.After the industrys pivot to digital-first engagement over the years,consumers generally feel like their FSIs provide an easy-to-use experience without sacrificing empathy and relevance.In other areas,however,there is room for improv

40、ement.Our 2023 survey found that roughly two-thirds of consumers generally trusted their FSIs.Today,however,half of consumers question whether their financial service institutions truly have their best interests in mind,and nearly as many feel that some of their financial needs go unaddressed.Additi

41、onally,financial services remains a largely reactive industry in the eyes of its customers,with fewer than half experiencing proactive engagement based on factors like major life events or changes in market conditions that may impact them.Agreement With the Following StatementsCustomers Have High Ex

42、pectations for FSIsExtent to Which Financial Services Institutions Meet Customer ExpectationsSALESFORCE12THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONFinancial Services Experiences Meet but Dont Exceed Expectations01Eighty-four percent of consumers expect their financial service institutions t

43、o act as trusted advisors,rather than transactional order-takers.For the majority of customers,their institutions are meeting this mandate.But,in a time when the basics of financial services have been largely commoditized,differentiated services and experiences can make the difference between keepin

44、g and losing a customer.Few financial services institutions go above and beyond what customers expect on some basic elements of trusted relationships,such as responding or even anticipating significant life events that are meaningful to customer relationships.Whats more,these shortcomings cost insti

45、tutions valuable cross-sell opportunities.I expect financial services institutions to act as trusted advisorsMy wealth management advisor acts as a trusted advisor1My insurance agent or company acts as a trusted advisor2My bank acts as a trusted advisor33Base:Bank customers1Base:Wealth management2Ba

46、se:Insurance customersBeing available on preferred communication channel(s)Providing personalized communications and recommendationsProviding actionable insights and tips that improve financial healthUnderstanding unique needs,budgets,and goalsRecommending the right products or services at the right

47、 timeAnticipating or responding to significant life events20%70%15%26%60%14%22%63%14%25%61%14%24%62%12%29%59%Exceeds expectationsMeets expectationsFalls short of expectations84%82%64%61%11%Consumers Who Report Having Switched the Following Financial Services Institutions Within the Past YearWhat Pro

48、mpted Customers to Switch Financial Service Institutions2Customer Attrition Has Dropped,But Pricing and Experience Can Still Lure Customers AwayBanking Pricing,fees,or rates Customer service Digital experience Physical location Integration with other services InsuranceWealth management46%of consumer

49、s including 55%of high earners would stay with a provider with excellent customer experience even if they raised rates/fees.SALESFORCE13THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONCustomer Churn SlowsIn last years high interest rate environment flush with impressive yields and special incenti

50、ves for new customers,one-quarter to over one-third of consumers switched their banking,insurance,or wealth management providers.Those attrition rates have dropped significantly this year,although some customers are more loyal than others.High earners are twice as likely to have switched a financial

51、 service provider compared to low earners.Pricing,fees,and rates are the biggest driver of customer attrition,but other factors like differentiated customer service or digital experiences like website and app functionality can also be a draw,especially for millennials the largest adult cohort,and th

52、us largest customer base.1SALESFORCE13CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION59%38%29%26%23%59%44%36%39%29%49%38%32%34%25%65%33%23%19%16%63%31%12%16%15%25%35%34%17%18%12%20232024All respondentsGen ZMillennialsGen XBaby boomers1Source:“There Are 1.8 Billion Millennials on Earth.Heres Where Th

53、ey Live.”World Economic Forum,2021.012Base:Respondents who reported switching provider(s)within the past 12 months.Multiple responses accepted.54%of consumers would prefer to have a single service provider for all financial needs,but only 22%do.SALESFORCE14THE CONNECTED FINANCIAL SERVICES REPORT,2ND

54、 EDITIONDespite significant customer churn,the majority of consumers would prefer a single service provider.Yet that setup is the exception to the rule as customers settle with separate institutions that specialize in different facets of their financial needs.48%of consumers say their financial serv

55、ice institutions dont address all their financial needs.Beyond expanding their service offerings to be more comprehensive,financial service institutions seeking to retain customers and grow their share of wallets are well advised to focus on the same qualities that draw customers in the first place,

56、including exceptional customer service and digital experiences.Customer service and digital experience are the top factors that drive loyalty after rates,fees,and pricing.Better Service Can Build Share of Wallet01Top Factors That Build Customer Loyalty in Financial ServicesCompetitive rates,fees,and

57、 pricingTimely and seamless customer serviceGreat digital experience123Number of Financial Service Institutions Used by CustomersDespite Wanting a Single Service Provider,Most Account Holders Use Multiple InstitutionsJust oneTwoThreeFive or moreNot sureFour22%33%24%10%11%1%SALESFORCE15THE CONNECTED

58、FINANCIAL SERVICES REPORT,2ND EDITIONGreat customer service is a critical component of acquiring and retaining customers second only to competitive rates,fees,and pricing.Whether good or bad,even the most seemingly minute service interaction can leave a lasting impression that makes or breaks a rela

59、tionship.Relatively few customers are fully satisfied with either the speed or effectiveness of their institutions customer service,leading to minor annoyances at best and attrition to competitors at worst.This level of satisfaction is generally consistent across generations,except Gen X,which is sl

60、ightly less satisfied than their older and younger peers.47%of consumers say they often have to repeat or re-explain information to different representatives.Exceptional Customer Service Is Essential,but Uncommon01Banking InsuranceWealth management26%30%41%32%41%27%Consumers Fully Satisfied With Cus

61、tomer Service Speed and EffectivenessCustomer Service in the Financial Services Industry Leaves Something to Be DesiredGen ZMillennialsGen XBaby boomersSpeedEffectiveness27%33%39%31%34%44%28%32%43%27%33%39%20%26%35%23%29%38%27%29%46%29%32%49%See p.35 for additional segmentations1Salesforce State of

62、the AI Connected Customer,November 2024.SALESFORCE16THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONService shortcomings are often exemplified in some of the most basic,mundane tasks.For instance,banking customers are unlikely to be fully content with what it takes to dispute a fraudulent transac

63、tion,while insurance policyholders may be frustrated when filing a claim or designating a beneficiary.Across the board,its often easier said than done for customers to achieve the most basic of customer service tasks getting an answer to their questions.Financial service representatives are at a dis

64、advantage when it comes to meeting customer expectations,given the growing complexity and volume they face.85%of financial service representatives say customers are more demanding than they used to be.65%of financial service representatives say balancing speed and quality is difficult.Service Experi

65、ences Fall Short of Expectations01Banking Customers Fully Satisfied With the Following Experiences and CapabilitiesWealth Management Customers Fully Satisfied With the Following Experiences and CapabilitiesSimple Financial Service Tasks Can Be Frustrating to Accomplish1Salesforce State of Service,Ap

66、ril 2024.Account transfer capabilitiesAbility to get an answer to my questionAbility to get an answer to my questionTransaction dispute capabilitiesLoan application processHelp with personal budgeting/financial planningBeneficiary designation process27%37%39%41%17%34%16%15%Insurance Customers Fully

67、Satisfied With the Following Experiences and CapabilitiesAbility to get an answer to my questionPolicy opening processPolicy update processClaim filing processBeneficiary designation process29%32%28%22%22%Help with personal budgeting/financial planningSALESFORCE17THE CONNECTED FINANCIAL SERVICES REP

68、ORT,2ND EDITIONThe State of Digital Experiences02Make an account transferAdd a beneficiaryUpdate an existing account/policyCreate a personal budgetOpen a new account/policyAsk a questionDeposit a checkApply for a loanFile a claimDispute a transactionCreate a basic financial planHow Consumers Prefer

69、to Complete Financial Services TasksAs Customers Seek More Digital Self-Service,Their Satisfaction Remains Below ParSALESFORCE18THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONEngagement Is Digital by DefaultCould the solution to institutions customer engagement challenges be digitally-driven?Whi

70、le customers satisfaction with digital experiences has risen significantly over the past year,most arent totally content.Bridging the gap is critical for institutions,given that at least half of customers expect to accomplish a given task through digital,self-service means.02Consumers Fully Satisfie

71、d With Institutions Digital ExperiencesBanking InsuranceWealth management19%34%27%39%21%35%20232024Digitally on my ownOffline with assistance86%68%68%66%60%59%59%58%57%52%50%14%32%32%34%40%41%41%42%43%48%50%Extent of Process Automation Expected in Financial Services TasksCustomers Assume That Financ

72、ial Services Tasks Will Be at Least Partially AutomatedSALESFORCE19THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONCustomers Expect an Automated ExperienceCustomers increasingly expect processes to include no paper,no branch,and fast resolution.In customers minds,such processes may translate to“a

73、utomated,”and at least seven in 10 consumers expect a given process be it a simple account transfer or a more complex transaction dispute to be at least partially automated.Yet in many institutions,processes that appear automated may actually require significant human intervention on the back end.SA

74、LESFORCE19THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION02 Financial institutions work hard to remove friction from the customer experience,but too often,this relies on employees stitching together manual processes behind the scenes.Embracing true end-to-end automation requires more upfront inv

75、estment,but leads to streamlined processes that can be appreciated by both customers and employees.KELLY UTLEYSALESFORCE SR.DIRECTOR PRODUCT MARKETING,FINANCIAL SERVICESI expect no automationI expect partial automationI expect full automation17%21%24%26%30%26%27%26%30%31%32%22%34%33%33%30%36%38%39%3

76、7%37%39%60%45%43%41%40%38%35%34%34%32%30%Update an existing account/policyMake an account transferAdd a beneficiaryOpen a new account/policyDeposit a checkCreate a personal budgetFile a claimCreate a basic financial planApply for a loanAsk a questionDispute a transactionGen ZMillennialsGen XBaby boo

77、mersMobile appOnline chat/supportEmailText/SMSWebsiteMobile appOnline chat/supportEmailMessenger appWebsiteMobile appEmailOnline chat/supportText/SMSWebsiteEmailWebsiteMobile appText/SMSOnline chat/support12345SALESFORCE20THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONThe financial services indu

78、stry was early in embracing the rise of mobile apps shortly after the launch of the App Store in 2008.Mobile apps ongoing appeal is evident considering consumers rank them as their overall preferred digital channel when working with banks,insurers,and wealth managers.However,newer channels like onli

79、ne chat and support functionality as well as messenger apps like WhatsApp and WeChat,which are particularly popular in emerging markets,also rank high.Despite the imperative to continually evolve digital strategies as new channels gain popularity,FSIs must be careful not to abandon tried and true ch

80、annels like desktop websites and email,which are heavily preferred by the baby boomer generation,which in the U.S.continues to hold the largest share of overall wealth.1Generational Preferences Call for“All of the Above”Digital StrategiesFinancial Services Customers Most Preferred Digital ChannelsMo

81、bile Apps Dominate Financial Services Digital Engagement,but Not for Everyone1Distribution of Household Wealth in the U.S.,U.S.Federal Reserve,Accessed January 10,2025.02SALESFORCE21THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION03Financial Services Enters the Agentic AI EraWhen Customers Expect

82、 AI to Be Standard in Financial Services EngagementMost Customers See Themselves In Or Near An AI Revolution in Financial ServicesIt already isWithin two years from nowBetween two and five years from nowLonger than five years from nowNeverDont knowSALESFORCE22THE CONNECTED FINANCIAL SERVICES REPORT,

83、2ND EDITIONExpectations for AI Are High Across GenerationsThe question on customers minds isnt if AI will impact their financial services experiences,but when and how.Nearly one-third(31%)of consumers believe AI is already a standard part of their financial services relationships,and over three-quar

84、ters(76%)believe it will be within five years.In some cases,the impact of AI is coming into view at an astonishing pace.For example,65%of consumers believe AI will speed up financial transactions up from 46%in 2023.While significant numbers of consumers,especially those in younger generations,forese

85、e more sophisticated benefits such as increasing their financial literacy or helping them earn money just as many havent yet made a judgement call on whether or not to expect such AI dividends.03Speed up financial transactionsIncrease my financial literacyAct as a financial coach/advisorSave me mone

86、yHelp me make or earn moneyImprove my relationships with financial service institutionsBeliefs in What the Use of AI in Financial Services Will DoAgreeNeutralDisagreeSee p.32 for additional segmentations31%27%18%7%6%10%65%49%43%35%35%35%23%28%31%38%35%34%12%23%26%27%29%31%Preventing and detecting fr

87、audCompleting routine tasksIdentifying opportunities for lower prices/feesGetting financial education/adviceGetting customized financial services offersPlanning or managing a budgetSolving customer service issuesMaking financial trades/transactions on my behalfConsumers Comfort With the Following Us

88、es of AI1Consumers Interested in the Following Financial Services AI Use CasesConsumers Are Generally Open to a Range of AI Use CasesSALESFORCE23THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION03ComfortableNeutralUncomfortableTo respond to me fasterTo develop or improve productsTo show me more re

89、levant information/offersTo resolve my issues fasterTo better understand my needs and preferences50%48%46%46%38%34%33%35%33%37%16%19%19%21%25%77%73%61%60%60%57%55%36%1Salesforce State of the AI Connected Customer,November 2024.Consumers comfort and familiarity with AI is a work in progress.Taking in

90、to account which use cases have the strongest appeal and perceived benefit is critical for financial service institutions seeking to incorporate the technology.In general,consumers are comfortable with the use of AI when its end value is clear such as improved products,faster response and resolution

91、 times,and more relevant information.When it comes to use cases specific to the industry,consumers are particularly interested in AI that protects them from fraud,saves them money,and takes routine tasks off their to do lists.77%of consumers are interested in AI that prevents and detects fraud.Consu

92、mers Warm to Helpful AI Use CasesSALESFORCE24THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONSALESFORCEIncreasingly,AI agents which perform work semi-or fully-autonomously by searching,analyzing,and taking action on data are being looked to for their ability to more efficiently serve customers.Th

93、ese can be thought of as the next generation of the automated,self-service channels that customers and firms alike have come to rely on.46%of service cases in the financial services industry are solved through self-service methods.While the majority of consumers trust the use of agents in financial

94、services to some degree,only 10%are fully on board.As firms roll out agents,they must focus on transparency first and foremost,among other steps to earn customers trust in the technology.Spotlight:Agents and Humans on the Same Team1 Salesforce State of Service,April 2024.2 Salesforce State of the AI

95、 Connected Customer,November 2024.Consumer Trust in the Use of AI Agents in Financial ServicesFirms Must Focus on Trust as They Roll Out The Next Frontier of AI AgentsCompletely trust itSomewhat trust itSomewhat distrust itDont trust it at allDont know10%44%24%10%6%Top Actions That Build Consumer Tr

96、ust in Agents2Transparency into their useHuman validation of outputsUser control over their applicationsExplainability of outputsConsistently accurate outputs12345SALESFORCE25THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION Data:Accurate and relevant data is the foundation of agentic AI,but fewer

97、 than half of technical decision makers in the industry say their data measures up.Making sure that both structured and unstructured data are accurate and relevant is critical.Governance:Bring legal,risk,and compliance teams to the table early.Be transparent about your goals and let them help shape

98、strategies so theyre safe and compliant.Strategy:Consider the most important roles to address,the jobs to be done,and whether they should be augmented,assisted,or autonomous.Then,you can design agents scope of work and guardrails.Given regulations,how can FSIs get started with AI confidently?Address

99、 the most obvious use cases first.For example,customer service representatives only spend 39%of their time working with customers,with the rest spent largely on low value administrative work.So a firm might use AI to automate rote tasks like updating customer records and free resources for more stra

100、tegic customer engagement like creating personalized financial plans.These proofs of concept are important before expanding to other roles across the firm.What are some of the biggest opportunities for AI to assist or augment work at FSIs?Its helpful to consider the three levels of AI that can be em

101、ployed:Predictive:The AI provides proactive notifications or alerts to a human.Assistance:The AI helps a human by providing easy access to information.Autonomous:The AI completes a task without human intervention.For more delicate tasks,like filing and managing complaints or closing accounts and dis

102、tributing funds,a human should be driving the action where the AI augments or assists in activities.For others,like changing a PIN or providing standard statements and documents,an autonomous agent can take the lead.This dynamic will transform how we think about what work gets done,and by whom.How c

103、an FSIs prepare for agentic AI?I think of these preparations in three ways:Expert Perspective:AI in Financial ServicesAmir Madjlessi Managing Director,Financial Services Banking Industry Advisor,Salesforce123123SALESFORCE26THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONData,Trust,and Infrastruct

104、ure Are Works in Progress04Wage or tax statementsLocation or movement dataHealth/fitness tracker dataSocial media dataMedia streaming dataNone of the above52%28%22%18%16%25%TotalSALESFORCE27THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONRegardless of whether or not theyre powered by AI,the tailo

105、red,digital-first engagements customers expect require high quality,connected data that is consistently available across all touchpoints.69%of consumers expect all representatives to have the same information about them.Yet many customers are uncomfortable sharing the contextual data that can be lev

106、eraged to deliver more sophisticated personalization.However,younger generations are significantly more comfortable with this value exchange,and three-quarters of respondents indicated theyd share at least one of these data types.Data Powers Customer ExperiencesConsumers Willing to Share the Followi

107、ng Data With Financial Services Institutions for Personalized ServicesMany Customers Are Hesitant to Entrust Firms With Their Data041 Salesforce State of the AI Connected Customer,November 2024.Gen ZMillennialsGen XBaby boomers56%35%30%23%24%57%32%28%24%22%51%25%20%14%13%45%24%12%9%6%10%17%29%40%The

108、 terms and conditions from my financial services institutions are straightforward and easy to understandI have control over who accesses the data I share with financial services institutionsI understand how my financial services institutions protect my dataI know how to opt out of sharing data with

109、my financial services institutionsI understand how my financial services institutions use my dataI know how to review what data is shared with my financial services institutionsConsumers Who Agree With the Following Statementsof consumers dont believe most companies use their personal information in

110、 a beneficial way1%49of consumers say theyre increasingly protective of their personal information1%71SALESFORCE28THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONFirms Contend With Higher Transparency Standards as Customers Increasingly Guard Their DataThe hesitation to share valuable information

111、 is occurring against a background of decreased trust and a heightened awareness of data breaches and misuse.Seventy-two percent of consumers say they trust companies less than they did a year ago.1Firms seeking to leverage customer data better to drive great experiences and efficiencies have the on

112、us of demonstrating their trustworthiness with transparency and customer control.Today,few customers believe their financial services institutions are living up to their end of this bargain,which increasingly puts their loyalty at risk.84%of consumers would switch financial services institutions if

113、they felt their information was mishandled up from 78%in 2023.Firms Navigate a Data Trust Dilemma041Salesforce State of the AI Connected Customer,November 2024.48%48%47%46%44%44%Our organization should be getting more value out of its dataThe need for trustworthy data is higher than everAdvances in

114、AI make data management a high priorityWe lack full confidence in our datas accuracyWe lack full visibility into how our data is collected and usedOur data maturity is best in class93%91%87%45%45%41%SALESFORCE29THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION04Financial Services Industry Decision

115、 Makers Who Agree With the Following Statements1Data Maturity Is Elusive As Its Volume and Importance SoarsFSIs Seek To Shore Up Their Data FoundationsEarning customers trust in a firms data stewardship is only one piece of the puzzle.Ensuring that relevant data is accurate,recent,relevant,connected

116、,accessible,secure,and governed is a tall order,especially as institutions start or expand their use of AI.88%of technical decision makers in financial services believe AIs outputs are only as good as its data inputs.With the volume of enterprise data growing by double-digit rates every year,this ca

117、n feel like a moving target and technical decision makers in the industry see significant room for improvement.SALESFORCE29THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONestimated annual data volume growth at financial services institutions122%1Salesforce State of Data and Analytics November 202

118、3.Make trust your foundation Prioritize trusted solutions with robust security guardrails to retain compliance and regulatory requirements.Bring in compliance,legal,and risk teams early to help build your AI strategy with your firms risk tolerance in mind.Ensure data is accurate,recent,and well-gove

119、rned with technology that provides transparency and seamless integration.Make clear how you plan to use customer data,and how it is protected.Leverage customer data in a mutually beneficial way to establish trust and enhance customer perception of value.Foster customer loyalty through personalizatio

120、n Leverage AI to provide personalized insights and recommendations.Focus on timely and seamless customer service to build loyalty,especially on digital platforms.Provide actionable insights and anticipate significant life events for customers.Ensure complex tasks can be handled with a personal touch

121、.Expand offerings to a comprehensive range of services to meet all customer financial needs.Use tools like Agentforce for seamless AI integration Integrate AI that feels collaborative and human-centered to enhance customer experience and team productivity.Balance human and digital interactions to me

122、et customer expectations.Key Recommendations Prioritize AI and agent use cases that directly address significant customer pain points,such as improving response times,personalizing interactions,or streamlining complex processes.SALESFORCE30THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITION111222333

123、4455SALESFORCE31THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAppendix26%28%47%24%42%34%57%20%23%21%35%43%18%49%33%35%40%26%68%19%13%34%27%39%24%39%37%25%35%40%53%25%22%36%35%30%24%32%44%26%38%36%36%32%31%23%37%40%40%39%21%29%38%33%31%26%43%High incomeMiddle incomeLow incomeGen ZMillennialsGen

124、XBaby boomers55%43%24%15%21%27%36%47%24%29%40%37%49%35%19%27%35%36%24%30%45%SALESFORCE32THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONLess SecureAustraliaBelgiumBrazilCanadaFranceGermanyIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNordicsSingaporeSouth KoreaSpainUKUSSameMore SecureLess Sec

125、ureSameMore SecureLess SecureSameMore SecureFinancial Security Sentiment Compared to Prior YearSALESFORCE33THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONTop Financial Goals by CountryAustraliaFranceItalyNew ZealandSpainBrazilIndiaMexicoSingaporeUnited StatesCanadaIrelandNetherlandsSouth KoreaBe

126、lgiumGermanyJapanNordicsUnited KingdomPaying off debtPlanning for retirementCreating/maintaining emergency fundPlanning for retirementSaving for a major purchaseBuilding wealthBuilding wealthPlanning for retirementPlanning for retirementBuilding wealthPaying off debtPlanning for retirementBuilding w

127、ealthBuilding wealthBuilding wealthBuilding wealthCreating/maintaining emergency fundPaying off debtPlanning for retirementBuilding wealthCreating/maintaining emergency fundBuilding wealthPaying off debtPlanning for retirementPlanning for retirementSaving for a major purchaseMaking an estate planBui

128、lding wealthPlanning for retirementPlanning for retirementSaving for a major purchaseSaving for a major purchasePlanning for retirementPlanning for retirementPlanning for retirementBuilding wealthBuilding wealthBuilding wealthPlanning for retirementBuilding wealthSaving for a major purchaseBuilding

129、wealthBuilding wealthSaving for a major purchasePlanning for retirementCreating/maintaining emergency fundCreating/maintaining emergency fundBuilding wealthBuilding wealthPaying off debtPlanning for retirementCreating/maintaining emergency fundPaying off debtCreating/maintaining emergency fundPlanni

130、ng for retirementSaving for a major purchaseCreating/maintaining emergency fund222222222222223333333333333311111111111111231231231231231SALESFORCE34THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONTop Financial Goals by GenerationTop Financial Goals by Income LevelGen ZHigh IncomeGen XLow IncomeMi

131、llennialsMiddle IncomeBaby BoomersBuilding wealthBuilding wealthPlanning for retirementCreating/maintaining emergency fundBuilding wealthBuilding wealthPlanning for retirementSaving for a major purchasePlanning for retirementBuilding wealthPaying off debtSaving for a major purchasePlanning for retir

132、ementCreating/maintaining emergency fundCreating/maintaining emergency fundSaving for a major purchasePaying off debtBuilding wealthPaying off debtSaving for a major purchaseBuilding wealth222233331111231231231Gen ZBrazilBaby boomersGermanySingaporeMexicoMillennialsCanadaItalyUnited KingdomAustralia

133、IndiaSouth KoreaNetherlandsBelgiumIrelandSpainNew ZealandGen XFranceNordicsJapanUnited StatesOverall digital experiencePersonalizationCustomer service speedCustomer service effectivenessAbility to get an answer to my question36%37%32%33%37%37%38%37%24%35%45%32%33%10%48%42%41%30%31%18%39%40%43%25%23%

134、16%20%22%19%19%19%13%26%32%20%19%8%33%22%21%16%17%9%22%20%36%27%28%20%27%29%26%19%28%19%31%36%24%24%10%9%8%28%30%26%22%19%16%27%29%43%31%33%27%26%23%23%29%29%32%30%27%26%23%22%33%33%20%28%28%38%37%37%25%25%28%25%32%32%27%30%31%28%21%24%21%16%11%13%29%29%32%26%47%46%SALESFORCE35THE CONNECTED FINANCIA

135、L SERVICES REPORT,2ND EDITIONSatisfaction With Financial Services ExperiencesConsumers Fully Satisfied With the Following Aspects of Their Banks37%39%30%27%36%32%42%32%21%33%45%33%34%19%47%41%32%37%26%19%36%35%38%29%28%20%21%24%24%28%22%12%31%33%23%22%15%39%38%25%19%21%11%28%18%38%33%32%26%29%29%32%

136、40%33%27%36%40%24%27%21%32%34%29%28%24%19%29%27%40%34%38%33%32%29%28%32%31%31%36%29%33%37%37%34%33%27%29%32%40%42%41%28%28%37%36%23%17%42%34%38%40%31%29%28%32%24%25%16%16%39%33%30%24%48%49%Satisfaction With Financial Services ExperiencesConsumers Fully Satisfied With the Following Aspects of Their I

137、nsurance ProvidersOverall digital experiencePersonalizationCustomer service speedCustomer service effectivenessAbility to get an answer to my questionGen ZBaby boomersMillennialsGen XSALESFORCE36THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONBrazilGermanySingaporeMexicoCanadaItalyUnited KingdomA

138、ustraliaIndiaSouth KoreaNetherlandsBelgiumIrelandSpainNew ZealandFranceNordicsJapanUnited StatesOverall digital experiencePersonalizationCustomer service speedCustomer service effectivenessAbility to get an answer to my question41%44%33%33%45%37%44%49%36%30%52%27%35%36%38%41%45%33%40%32%37%38%40%33%

139、39%36%42%38%38%33%46%43%39%36%32%26%25%58%37%45%27%35%33%35%39%51%39%43%35%46%43%38%37%59%45%38%49%35%38%38%48%38%44%32%35%35%40%33%48%44%37%39%42%38%33%49%55%53%48%43%37%41%31%49%49%37%45%40%45%51%41%38%40%38%34%28%34%45%44%48%44%42%35%24%43%38%33%32%35%42%44%46%43%52%56%Satisfaction With Financial

140、 Services ExperiencesConsumers Fully Satisfied With the Following Aspects of Their Wealth Management AdvisorsGen ZBaby boomersMillennialsGen XSALESFORCE37THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONBrazilGermanySingaporeMexicoCanadaItalyUnited KingdomAustraliaIndiaSouth KoreaNetherlandsBelgiu

141、mIrelandSpainNew ZealandFranceNordicsJapanUnited StatesPreferences for Digital vs.Offline EngagementHow Consumers Prefer to Engage With BanksCompletely offlineMostly offlineMostly digitallyCompletely digitally24%24%18%12%22%16%35%13%19%26%19%15%17%25%21%19%25%14%18%19%19%16%50%53%54%49%48%44%52%51%4

142、8%47%50%51%45%54%48%56%21%61%60%61%46%55%52%19%18%22%26%13%22%8%31%9%8%26%10%30%10%25%18%7%8%22%8%28%12%24%19%9%17%19%13%19%19%25%10%15%10%21%11%7%5%7%4%5%6%7%2%6%2%12%SALESFORCE38THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAustraliaBaby boomersGen XMillennialsGen ZBelgiumBrazilCanadaFranceGe

143、rmanyIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNordicsSingaporeSouth KoreaSpainUKUSAustraliaBaby boomersGen XMillennialsGen ZBelgiumBrazilCanadaFranceGermanyIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNordicsSingaporeSouth KoreaSpainUKUSPreferences for Digital vs.Offline EngagementHow

144、Consumers Prefer to Engage With InsurersCompletely offlineMostly offlineMostly digitallyCompletely digitally17%23%18%21%22%10%14%16%19%16%51%39%53%49%60%51%56%49%55%40%27%26%11%21%8%23%8%16%30%9%28%28%19%8%26%18%5%2%3%6%19%22%14%13%22%13%27%16%12%25%17%12%50%50%50%42%48%47%53%41%46%49%43%46%35%25%21

145、%28%31%14%23%8%29%11%15%39%12%31%12%32%25%7%7%27%9%35%19%6%7%8%5%11%SALESFORCE39THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAustraliaBaby boomersGen XMillennialsGen ZBelgiumBrazilCanadaFranceGermanyIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNordicsSingaporeSouth KoreaSpainUKUSPreferenc

146、es for Digital vs.Offline EngagementHow Consumers Prefer to Engage With Wealth ManagersCompletely offlineMostly offlineMostly digitallyCompletely digitally20%23%18%9%23%17%31%7%13%11%32%23%12%29%25%22%26%17%14%13%13%21%13%50%44%43%35%18%37%39%53%41%35%54%51%39%31%52%36%50%41%47%42%47%46%39%42%22%24%

147、30%9%37%34%34%10%10%39%13%42%10%25%10%13%21%21%42%16%17%23%16%19%26%32%30%14%36%30%11%22%18%30%15%8%8%6%5%5%17%2%8%7%5%4%SALESFORCE40THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAustraliaBaby boomersGen XMillennialsGen ZBelgiumBrazilCanadaFranceGermanyIndiaIrelandItalyJapanMexicoNetherlandsNew

148、 ZealandNordicsSingaporeSouth KoreaSpainUKUSTrust in the Use of AITrust in the Use of AI Agents in Financial ServicesCompletely trustSomewhat trustNot sureSomewhat distrustCompletely distrust8%11%14%24%25%24%21%25%11%19%17%6%20%16%22%16%20%6%13%23%19%26%10%29%43%21%29%13%60%29%38%28%58%8%21%27%31%57

149、%26%27%22%5%9%24%25%29%9%24%6%54%15%15%7%8%16%22%49%21%8%33%9%38%34%6%9%38%27%6%47%5%3%29%9%7%10%44%8%41%10%45%8%16%11%43%37%6%8%6%51%12%53%56%10%45%12%32%7%36%14%4%8%3%3%3%7%2%2%5%4%4%4%5%5%2%4%SALESFORCE41THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONTrust in the Use of AITrust in Financial S

150、ervices Institutions to Use AI for the Customers Benefit9%14%19%21%19%17%20%9%17%15%5%13%13%15%14%19%10%22%15%26%14%27%43%22%28%13%59%24%38%26%57%4%22%29%28%59%24%27%22%8%9%27%28%27%11%21%8%55%17%16%8%9%9%18%19%6%50%20%9%35%12%37%34%10%14%40%27%11%49%6%34%10%7%7%10%46%8%39%9%49%8%22%11%46%6%43%8%7%7

151、%49%12%55%57%9%43%14%32%8%42%14%5%6%4%2%5%3%2%4%5%2%5%4%5%3%5%Completely trustSomewhat trustNot sureSomewhat distrustCompletely distrustAustraliaBaby boomersGen XMillennialsGen ZBelgiumBrazilCanadaFranceGermanyIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNordicsSingaporeSouth KoreaSpainUKUSSALE

152、SFORCE42THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONOutlook on AIs Potential BenefitsConsumers Who Believe AI Will Do the FollowingSALESFORCE43THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONSpeed up financial transactionsAct as a financial coach/advisorIncrease my financial literacySave m

153、e moneyHelp me make or earn moneyImprove my relationship with financial services providers65%49%43%35%35%35%TotalGen ZMillennialsGen XBaby boomers71%57%56%49%49%71%57%52%44%45%63%47%37%31%31%54%35%27%19%18%48%45%30%18%SALESFORCE44THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONAdditional Informat

154、ionSurvey DemographicsCountry Australia.N=500,5%Belgium.N=500,5%Brazil.N=500,5%Canada.N=500,5%Denmark.N=92,1%Finland.N=164,2%France.N=500,5%Germany.N=500,5%India.N=500,5%Ireland.N=500,5%Italy.N=500,5%Japan.N=500,5%Mexico.N=70,8%Netherlands.N=500,5%New Zealand.N=500,5%Norway.N=110,1%Singapore.N=500,5

155、%South Korea.N=500,5%Spain.N=500,5%Sweden.N=134,1%United Kingdom.N=500,5%United States.N=500,5%Generation Gen Z.N=1,510,16%Millennial.N=3,077,32%Gen X.N=2,709,29%Baby boomer.N=2,204,23%Household Income High.N=2,647,33%Middle.N=3,423,36%Low.N=3,111,28%Prefer not to say.N=292,3%SALESFORCE45THE CONNECT

156、ED FINANCIAL SERVICES REPORT,2ND EDITIONSee p.46 for more detail on household income rangesAustralia Belgium Brazil Canada Denmark Finland France Germany India Ireland Italy Japan Mexico Netherlands New Zealand Norway Singapore South Korea Spain Sweden United Kingdom United StatesAU$30,000 44,000 R$

157、10,000 C$50,000 320,000 kr 44,000 44,000 44,000 150,000 Rupees 30,000 44,000 5,580,000 360,000 Pesos 43,500 NZ$50,000 300,000 NOK S$30,000 350,000,000 44,000 450,000 SEK 30,000 AU$75,000 88,000 R$40,000 C$99,999 650,000 kr 88,000 88,000 88,000 350,000 Rupees 75,000 88,000 11,150,000 900,000 Pesos 87

158、,500$67,000 800,000 NOK S$75,000 650,000,000 88,000 900,000 SEK 75 000$100,000LowCountryMediumHighHousehold Income RangesSurvey DemographicsSALESFORCE46THE CONNECTED FINANCIAL SERVICES REPORT,2ND EDITIONIncome ranges are based on country level census data as outlined below.SALESFORCE47THE CONNECTED

159、FINANCIAL SERVICES REPORT,2ND EDITIONWATCH DEMO GET THE PLAYBOOK GET THE GUIDE GET THE WHITEPAPER Drive Success With Agentforce for Financial Services Learn how to employ agents specialized in financial services business processes to complete tasks.Understand the Customer Service Trends Impacting Fi

160、nancial Services Find out what sets high-performing financial services institutions from the rest.Unleash the Power of Data with AWS and Salesforce Explore how Salesforce and AWS power financial services institution transformation with data,AI,and cloud computing.Define Your Strategy for Effective D

161、ata Maturity Prepare your financial services institution for AI success with this comprehensive guide.Ready to Learn More?The information provided in this report is strictly for the convenience of our customers and is for general informational purposes only.Publication by Salesforce does not constit

162、ute an endorsement.Salesforce does not warrant the accuracy or completeness of any information,text,graphics,links,or other items contained within this guide.Salesforce does not guarantee you will achieve any specific results if you follow any advice in the report.It may be advisable for you to consult with a professional such as a lawyer,accountant,architect,business advisor,or professional engineer to get specific advice that applies to your specific situation.Copyright 2025,Salesforce,Inc.All rights reserved.