Global customer survey reveals five ways that banks can improve.

A SURVEY OF BANK CUSTOMERS IN 42 COUNTRIES has led the compiler to extrapolate five ways that banks can improve. The survey was conducted by EY, the global provider of assurance, tax, transaction and advisory services. The improvement areas are:

* Transparency of fees and simplicity of offers and communications. "Customers want financial institutions to be clearer about what they offer, the fees they're charging and how to avoid paying them."

* Omnichannel experience. Increasingly, customer behavior is changing to involve Web, mobile, social media and in-person interactions for a single purchase. "To stay competitive, financial institutions need to build out channel capabilities to provide 24/7 real-time access to banking, seamlessly, across channels."

* More and better advice. Survey respondents said they would be willing to increase their accounts and balances in exchange for banks' helping them develop their financial plans and goals--demonstrating the power of personali7ing the experience and creating a mutual exchange of values. "Equipping advisers with the right skill sets, incentive structures and network of specialists: positioning the branch as a sales/advice center that provides personalind assistance; and redefining the role of the call center as a viable channel for...