Operating Intangibles Loyalty Satisfaction â€� Market sentiment â€� Portfolio of financial offerings â€� Trusted brand name â€� Transparency in communication â€� Trusted brand name â€� Market sentiment Key experience attributes across the customer segments - Satisfaction : Customers were asked to rate their experience on a scale from 1 to 10 based on how satisfied they are with their main brand Loyalty: Customers were asked to rate their experience on a scale from 1 to 10 based on how likely they are to continue with their main brand Switchers 48% Critics 3% Ambassadors 48% Source : ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø CX survey, co - created with EQUiTOR Value Advisory Dependent 1%