Since the Great Recession, financial institutions around the world have fought relentlessly to regain consumers' loyalty, confidence and respect. While institutions have made inroads in building back their credibility, they have consistently struggled to identify and communicate consumers' needs. According to a Cisco survey, "Forty-three percent of U.S. customers believe their primary bank does not understand their needs." Unfortunately, the financial industry will face further consumer-facing challenges for the foreseeable future. For example, according to an EY report, banks are "facing increased competition from a range of new market entrants, offering high-touch and high-tech branch services." Additionally, McKinsey & Company reported, financial institutions have "a stiff challenge to differentiate their offerings while reducing cost[s] and complexity for customers – and to do it at a profit."