Customer practices in an era of connected and responsible consumption

The stakes

The current context of converging climate, economic and geopolitical crises is a source of multiple concerns for consumers. Forced to re-evaluate their priorities and find their bearings, they seek players they can trust. Nevertheless, they remain alert to new opportunities and experiences offering flexible, fluid ways of consuming, in particular through digital channels.

Faced with budgetary pressures and the question of security, which has become a major concern, the need for protection has never been as great, nor as multidimensional. Consumers want to delegate risk management to a trusted partner who can provide them with peace of mind, offering integrated solutions to protect them and services capable of anticipating risks. As such, they consider banks to be reliable institutions that will keep their funds safe and ensure the flow of financial transactions.

Trust drives engagement. For consumers, it is a key factor that encourages them to purchase, repurchase and remain loyal, in an environment in which it has never been so simple to switch brands. Innovating and updating the service offer are therefore key to remaining competitive; faced with a plethora of proposals, consumers tend to want to take advantage of new opportunities. They are no longer content with high-quality products; they seek immediate profits and exceptional experiences that resonate with their values. For banks, which already fulfil the role of a trusted third party, a long-term relationship based on loyalty and honesty strengthens customer focus and engagement across the regions. The universal banking model covering all business lines and areas of expertise, offering a range of services above and beyond the core banking business, is an additional advantage.

Lastly, consumers expect features better suited to their lifestyles and modes of consumption, modelled on digital excellence and e-commerce, yet that value authenticity and human relationships. They want to understand in order to be able to act in an informed manner, make their own choices and focus on the important things, while paying particular attention to perceived value and price transparency. In this context of digitalisation and the search for practicality and flexibility in purchasing processes and usage, the banks need to reinvent their customer focus, taking into account the increasing importance of hybrid channels (smartphone; branch; selfcare and human support; multimodal text, image, audio and video communications etc.).

Key actions

• Roll-out of a broad range of banking services (everyday banking, insurance, savings and credit) covering the needs of all customers from those on the lowest income to the wealthiest.
• Broadening of the offers, particularly in the areas of mobility (Agilauto, Watèa etc.) and the energy transition.
• Roll-out of the new Crédit Agricole Transitions & Énergies (Transitions & Energies) and Crédit Agricole Santé & Territoires (Health & Territories) business lines, and development of strategic partnership in France and internationally (such as the partnership with Worldline in payments).
• Continuous roll-out of banking applications for private individuals and professionals, as well as the use of artificial intelligence, while building on human, customer-focused support.

See also our section “Strategy“.