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  "documentTitle": "2019 Global FS Consumer Study DACH",
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  "notes": "The slide segments customers into personas such as Skeptics, Pioneers, and Traditionalists to analyze trust and loyalty dynamics.",
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      "text": "77% of respondents say they trust their bank to look after their long-term financial well-being, while 68% trust their insurer to do the same.",
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      "text": "However, trust varies among personas. It is lowest among Skeptics, who also show the least satisfaction with their branch experience.\n\nTrust is not necessarily a driver of loyalty. For example, Pioneers, the group with one of the highest levels of trust in their bank and insurer, are also most likely to trust a non-traditional provider—such as a telco or tech company—to look after their long-term financial well-being, suggesting new sources of competition. They are also the group that has switched provider most over the last year. Providers should also do more to engage with Traditionalists, 13 percent of whom say their trust in financial providers has dropped in the last year. Traditionalists are likely to act on their discontent—indeed, this group switched provider most often, after the Pioneers.",
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      "text": "5 The role played by trust",
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      "kind": "title",
      "text": "CUSTOMER ATTITUDES AND PREFERENCES",
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