Retail customers worldwide reporting fewer positive experiences.

• Position: MARKETING NEWS

A SURVEY OF 17,000 RETAIL BANKING CUSTOMERS in 32 countries reveals positive customer experiences declined in 2013, according to the annual World Retail Banking Report.

The report points to possible demographic, technological and competitive trends that may have caused the decline--and which may have implications for the ability of banks to provide positive customer experiences in the future.

The report was compiled jointly by the global consulting firm Capgemini, and the international retail banking association, Efma.

The factors that appear to be playing a role in declining positive banking experiences: The growing influence of Gen Y: One of the defining traits of the generation born between 1980 and 2000 is its embrace of technology. "Of all age groups, Gen Y is considerably less likely to have positive experiences with their banks, indicating that their expectations are higher," notes the report. In North America, the difference is particularly great, with only 41.7 percent of those between 18 and 34 citing positive experiences, compared to 63.4 percent of those of other ages.. Gen Y customers are also less likely to engage in profitable behaviors--such as staying with the bank, referring. a friend or purchasing another product. -Gen Yers are far more interested in the mobile channel than other age groups...