Customer Interaction

Order Form

    This individual Report Becoming the Banking Customer’s Primary Financial Institution is available for purchase. This Report is available to members of Mercator Advisory Group’s Customer Interaction Advisory Service. Please be advised that this Report is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Report contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Report represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Reports form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Reports (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

    Unfortunately, in fairness to our paying members, we are not able to offer this level of support for a single Report purchase. We will, however, credit any Research Document purchase against the future purchase price of the service should you become a member within 30 days of purchasing the document.

    The price for individual Report purchases is $2950 per document. 


    Use the form below to request this individual Report purchase or

    Click here for a fax-back order form




Becoming the Banking Customer’s Primary Financial Institution

Research from Mercator Advisory Group on Becoming the Banking Customer’s Primary Financial Institution 

Boston, MA – April 16, 2014 – Today’s banking customers are inundated with a wide variety of products and services from various financial institutions (FIs) as well as new solutions from nontraditional industry participants. The competition for market share in banking services is fierce. And since banking customers and credit union members are embracing new products and technologies and becoming increasingly sophisticated in their use, FIs that increase their understanding of customer wants and needs, many of which may be unstated, have a better chance of becoming their customers’ primary financial institution.

In this research report, Becoming the Banking Customer’s Primary Financial Institution, Mercator Advisory Group reviews the increasing trend for banking customers to choose fewer financial institutions with which to interact and engage. Mercator survey data finds U.S. customers using fewer financial institutions, a trend that is making the competitive landscape even more challenging today than it has ever been.

“Financial institutions must increase their understanding of customer wants and needs, some of which may be unstated. Earning the customer’s de facto designation as primary financial institution can be a long process with rich rewards,” comments Ed O’Brien, director of Mercator Advisory Group’s Banking Channels Advisory Service and author of the report.

This report is 22 pages long and has 15 exhibits.

Organizations mentioned in this report include: Apple, Bank of America, Chase, Citi, Cisco, D+H, Fiserv, Navy Federal Credit Union, Microsoft, SAS, USAA, and Wells Fargo.

Members of Mercator Advisory Group have access to this report as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits.
Please visit us online at

Highlights of this report include:

  • Survey data on trends in U.S. adults’ usage of financial institutions and services

  • Rules of thumb for estimating customer profitability and account stickiness

  • New ways to expand and deepen the customer relationship and increase customer’s share of wallet with the institution

  • Leveraging data management and analytics for better targeting

  • Sample solutions for segmentation and targeting