What role does search play in current account usage and the application process in the Italian retail banking market? This research study discovered that search plays an important part of the customer journey, with 28% using search to find the right bank for them, increasing to 54% of those that apply for current accounts.
The objective of this study was to map the role of search in current account usage and the application process in the Italian retail banking market. The results showed that search is an important part of the customer journey.
Key Findings:
- Search is an important part of the customer journey - 3.2m or 28% use search in their journey, increasing to 54% of those that apply for current accounts
- Although brand specific terms dominate, a sizeable minority use generic terms
