the long road back: 2011 edelman trust in u.s. financial services survey
Post on 17-Oct-2014
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Edelman’s Financial Communications group presents the findings of its second annual Trust in U.S. Financial Services Survey. The questions were fielded in November 2010 to gauge the level of trust individual investors feel in relation to financial services companies, professionals and regulations.TRANSCRIPT
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THE LONG ROAD BACK Trust in U.S. Financial Services 2011
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Trust in U.S. Financial Services Methodology
2
Individual Investors
• Income: $50,000 or more. (An income of $50K+ represents the top 50% of all U.S.
Households according to the U.S. Census Bureau, Current Population Reports, P60-
235 published August 2008)
• Investments: $10,000 or more invested in liquid assets and/or mutual funds, stocks
and bonds, and more than just a 401(k) or Roth/traditional IRA
• Telephone survey among 503 “Individual Investors”
• Survey dates: November 9-24, 2010
• Sampling error margin: ± 4.37% at the 95% level of confidence
Entry-Level Affluents
• Subgroup constitutes the top 18% of the Individual Investor population
• Income: $150,000 or more
• Investments: $100,000 or more
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For Nearly Half of Individual Investors, Trust in Financial Services Declines
Decreases in trust are due primarily to the perception that financial services companies have acted in
a greedy manner (57%) and that the industry itself has made the problems worse (18%).
Q. 11 Compared to last year, has your trust in the financial services industry…?
Q. 12 (Reduced sample, Q11. „Decreased‟) What is the most important reason your trust in the financial services industry has
decreased? 3
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Only Half of Individual Investors Trust Financial Institutions in General, Community/Regional Banks and Mutual Fund Companies Fare Best
Trust in Financial Institutions (Top 4 Box, 6-9)
32%
35%
37%
42%
43%
45%
49%
55%
67%
Private Equity Firms
Investment Banks
Property/Casualty Insurance Companies
Life Insurance Companies
Brokerage Firms
Large, National Banks
Financial Institutions in General
Mutual Fund Companies
Community or Regional Banks
Q. 58-66 Now I would like to focus on your trust in different financial institutions. Please tell me how much you TRUST businesses in each of the following financial
institutions to do what is right. Please use a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A
GREAT DEAL” (Trust = 6-9)
4
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7%
6%
Entry-Level Affluents are More Trusting of Large, National Banks and Brokerage Firms
Trust in Financial Institutions (Top 4 Box, 6-9)
Q. 58-66 Now I would like to focus on your trust in different financial institutions. Please tell me how much you TRUST businesses in each of the following financial
institutions to do what is right. Please use a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A
GREAT DEAL” (Trust = 6-9)
5
33%
39%
31%
43%
49%
52%
51%
59%
62%
32%
35%
37%
42%
43%
45%
49%
55%
67%
Private Equity Firms
Investment Banks
Property/Casualty Insurance Companies
Life Insurance Companies
Brokerage Firms
Large, National Banks
Financial Institutions in General
Mutual Fund Companies
Community or Regional Banks
Individual Investors
Entry-Level Affluents
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Half of Individual Investors Need Help Managing Their Money, But Six in 10 are Uncertain of the Value of Large Financial Services Firms
Q. 10 I believe that my family and I need expert and professional help to manage our money more effectively. Assuming I can find a firm that I trust and respect, I believe it would be
helpful to me to have expert and professional money management help and expertise
Q. 9 The recession has left me less certain about the value that large financial services firms offer my family and me in managing our money
6
50% need expert/professional help
to manage money
60% uncertain about value of large firms
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Importance vs.
Performance
7
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Individual Investors Value Honest Communication and Open and Transparent Business Practices
Importance of Factors to Overall REPUTATION (Top 2 Box, 8-9)
Q. 30-43 How important are each of the following factors to the overall reputation of a financial company? Please use a nine-point scale where one means that factor is
“not at all important” and nine means it is “extremely important” to overall reputation (Top 2 Box, 8-9)
8
5%
19%
20%
49%
49%
51%
54%
62%
69%
74%
75%
75%
84%
91%
Social networking connections
Physical locations
Mobile/Handheld connections
Frequent communication
Highly-regarded local advisors
Informative website
Top leadership
Website with easy financial transactions
Values loyal customers
Available customer service
Consistent product delivery
Fair and competitive prices
Has open and transparent business practices
Honest communicationHigh Importance
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24%
21%
Individual Investors Feel That Financial Services Firms Fall Short on What is Important to Overall Reputation
Importance and Performance Ratings (Top 2 Box, 8-9)
Q. 30- 43 “How important is this factor to overall reputation on a 9-point scale where one means “not at all important” and nine means “extremely important”? (Top Two Box, 8-9)
Q. 44- 57 “How well has the financial services industry performed on this factor to overall reputation on a 9-point scale where one means “not at all well” and nine means
“extremely well”? (Top Two Box, 8-9)
9
91%
84%
75% 75% 74%
69%
62%
54%51%
49% 49%
20% 19%
5%
67%63%
56% 57%59%
56%53%
36%
43%
36%40%
19% 19%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%H
onest com
munic
atio
n
Has o
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tra
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nt
busin
ess p
ractices
Fa
ir a
nd c
om
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Consis
tent pro
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Ava
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le c
usto
me
r se
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Valu
es lo
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mers
Website w
ith e
asy f
inancia
l tr
ansactio
ns
To
p le
ad
ers
hip
Info
rmative w
ebsite
Hig
hly
-regard
ed local
advis
ors
Fre
quent com
munic
atio
n
Mobile
/Handheld
connectio
ns
Physic
al l
ocatio
ns
Socia
l netw
ork
ing
connectio
ns
Importance Performance
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Brokers, Advisors, Agents and Bankers are Seen as the Most Credible Sources of Financial Information
Credible Sources of Information
Q. 29 The most credible source for information from a financial services firm comes from…?
10
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Six in 10 Individual Investors use National News Sources Most Regularly
Sources of Financial Information
Q. 21 What sources of information do you use most regularly to get information about investments, investing, insurance or the financial markets?
11
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More than Half of Individual Investors Share Information at Least Monthly
Q. 27 How often do you share information or opinions with others about financial services companies you read or hear about?
Q. 28 How do you share that information about financial services companies and products? Indicate all that apply
12
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Men Share Information About Financial Services Companies More Frequently than Women
Frequency of Information Sharing
Q. 27 How often do you share information or opinions with others about financial services companies you read or hear about?
13
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Regulation
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Over Half of All Individual Investors Feel More Regulation is Necessary
Beliefs about Regulation
Q. 67 Should financial institutions be regulated more or less than they are currently regulated or is the current amount of regulation sufficient?
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Two Out of Three Believe there are Problems Not Covered in Dodd-Frank and that Entities Should Work Together to Address Problems
Q. 68 Do you believe there are problems in the financial services industry that need to be addressed beyond what was addressed in Dodd-Frank?
Q. 69 (Reduced sample, Q68 „Yes‟) Which entity do you think should be MOST responsible for addressing the problems facing the financial services industry?
16
Yes67%
Decreased18%,
Don't know15%
Which entity do you think
should be MOST responsible
for addressing the problems
facing the financial services
industry?
Percentage
Government regulatory
agencies such as the SEC or
Federal Reserve
21%
Financial services companies 6%
Congress 3%
All of the above entities should
work together
65%
Other 3%
Don’t Know 2%
Are there problems beyond those
addressed in Dodd-Frank?
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Insights
Financial services firms are suffering from
an enormous trust deficit
More than half of Individual Investors share
information and opinions about financial
services companies at least monthly
Transparency and honest communications
drive corporate reputation
Your client-facing professionals are your
most credible brand ambassadors
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Steps on the Road Back to Trust
• Evaluate your materials through the lens of the customer
• Don’t try to do it alone
• Ensure that everyone, from CEO to CSRs, reinforces your company’s values
• Use all the channels and trusted sources in the communications mix
• Harness the power of search
• Social media plays an important role
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