01
Client context
The bank was retaining accounts but losing balances and primary-bank status, especially among salaried professionals.
02
Business challenge
Internal data showed declining engagement but not the triggers or destinations of switching.
03
Research objective & questions
Identify the triggers and root causes of attrition, and where retention investment would have the greatest effect.
- What triggers customers to reduce engagement or switch?
- Which competitors and fintechs are customers moving to, and why?
- Which service failures cause lasting damage?
- Which retention interventions would have worked?
04
Methodology & approach
- Switched-customer IDIs
- Customers who moved balances or salary accounts.
- Attrition driver survey
- Quantifying triggers across segments.
- Complaint theme analysis
- Grievance data mapped to journey stages.
- Driver modelling
- Linking attributes to likelihood of switching.
05
Sample & geography
- ~25 switched-customer IDIs
- ~1,000 survey respondents
- Geography — India
06
Key findings
- Poorly handled service issues were the most common switching trigger.
- Customers moved salary accounts when employers offered alternatives.
- Fintech apps attracted day-to-day spending while the bank kept dormant balances.
- Relationship managers' turnover weakened loyalty among affluent customers.
07
Business implications
- Strengthen service recovery for high-impact issues.
- Build employer-led salary account retention programmes.
- Improve the everyday digital experience to win back spending.
08
Outcome
The bank gained a ranked view of attrition drivers and a targeted retention roadmap by segment.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.