Global Retail Banking Cross-sell Report

  • ID: 4431545
  • Report
  • Region: Global
  • Retail Finance Intelligence (RFI)
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The 2016 Global Retail Banking Cross-Sell Report brings together two of the most relevant issues in banking today – those of cross-sell and digital engagement – and marries them with more than 40,000 consumer surveys across 21 countries. These countries are distributed across every major continent, including North and South America, Europe, Asia and Australia.

One of the key questions posed by this report is whether the engagement of a bank customer in a digital offering can lead to increased benefits such as satisfaction, advocacy and ultimately profitability through increased product penetration. This is a topic that we have tackled at a local level in various countries around the world, but not one that we had sought to bring together at a global level before.

The report also provides a global comparison of the following aspects of cross sell:

  • Products per customer and product holdings across all customer banking relationships
  • Products per customer with main bank
  • Top banks in terms of products per customer with main bank
  • Top banks in terms of main bank conversion rates
  • The link between main bank relationships and cross sell
  • The drivers of main bank relationships
  • Customer main bank switching
  • Life-stage factors that drive switching
  • Case studies in successful youth banking

Within this report we chose to define digital engagement by overlaying channel usage with a frequency metric to give us four distinct groups:
Digitally unengaged – don’t use online banking (desktop) or mobile
Less digitally engaged - use online banking (desktop) but not mobile
Digitally engaged – use mobile for banking less than once a week
Highly digitally engaged – use mobile for banking once a week or more

Countries covered in the report include: Australia, Brazil, Canada, China, Egypt, France, Hong Kong, India, Indonesia, Malaysia, Mexico, New Zealand, Peru, Singapore, South Korea, Taiwan, Thailand, UAE, UK, USA and Vietnam.


As retail banks around the world face challenges to their profitability from digital disruptors, higher cross-sell, main bank relationships and digital engagement will serve as the first lines of defence. Readers of this report will benefit by gaining a global understanding of the drivers of higher cross sell, which in turn will help guide strategic initiatives, product design and targeted offers. Furthermore this report allows readers to benchmark their institutions against global competitors on key cross sell and digital engagement metrics, both locally and globally.

Features and Benefits

Identifies higher digital engagement as a key factor in higher cross-sell and hence higher profitability. The report also covers the top banks from around the world in terms of digital engagement.

Explores the factors which drive main bank relationships, including the importance of life-stage factors in main bank switching. This raises the importance of understanding changing customer product demands as they pass through life-stages and making targeted offers relevant to these life-stages.

Provides global comparisons of key cross sell metrics, including the number of products a customer holds with any bank, the number of products customers hold with their main bank and main bank conversion rates; from this the report draws out the top performing institutions on each measure.

Key Questions Answered

  • What effect does higher digital engagement have on higher cross sell and profitability?
  • Which are the top banks around the globe in terms of digital engagement and cross sell?
  • How can institutions drive higher cross-sell by capturing main bank relationships at key moments in a customer’s life cycle?
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Section One - Key cross-sell metrics
Global comparison of product holdings
Product penetration

Section Two - Main bank relationships
Why are main bank relationships so important?
What drives customers to choose their main bank?
Which products are integral to building a main bank relationship?
Customers who switch their main bank
How does customer life-stage affect switching?
Product holding bar life stake
Case studies - Success in youth banking
Converting any relationship to a main bank relationship

Section Three - Digital engagement
How important is digital engagement?
Global digital engagement
Digital engagement by age
The relationship between digital engagement, advocacy and switching
Digital engagement and cross-sell

Section Four - Conclusion
Glossary of terms

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Note: Product cover images may vary from those shown