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Dissatisfied bank customers still remain loyal

first_imgTuesday 18 January 2011 7:21 pm Tags: NULL Share KCS-content LAST week we saw that Santander had a difficult 2010 in terms of customer perceptions, with poor service quality leading to customer dissatisfaction and driving down scores across all BrandIndex measures. This week we ask whether that actually matters, as a new report from YouGov SixthSense into the customer journey suggests that customer inertia may give Santander hope. Only 15 per cent of adults have changed their main bank in the past five years, and most of those have done so for lifestyle reasons. The reason for this low customer churn is that 40 per cent of those that haven’t changed are “reluctant loyalists” – those who are not satisfied with their provider but remain loyal. The concern remains, however, as the report reveals that among adults who have changed their provider in the past five years, the impact of positive reviews on financial websites (49 per cent), positive reviews in the personal finance pages of newspapers and magazines (40 per cent) and features in the best buy tables of price comparison websites (40 per cent) are strong. Assuming their reluctant loyalists make their voices heard, Santander is likely to record poor reviews, but the main impact of this will probably be that the bank fails to attract new customers, rather than losing existing ones. The conundrum for banks chasing Santander’s dissatisfied customers is that whilst it is customer service levels that drive satisfaction, it is the bank’s offerings that people look at when considering a new provider. “Better value for money” (50 per cent) and “bank charges” (49 per cent) both outperform “customer service” (42 per cent) as factors precipitating change. The challenge, then, is first to overcome the inertia by playing on service dissatisfaction and then to show that they have better offerings than their competitors.Stephan Shakespeare is founder and chief executive of YouGov. Read This NextRicky Schroder Calls Foo Fighters’ Dave Grohl ‘Ignorant Punk’ forThe WrapCNN’s Brian Stelter Draws Criticism for Asking Jen Psaki: ‘What Does theThe WrapDid Donald Trump Wear His Pants Backwards? Kriss Kross Memes Have AlreadyThe WrapPink Floyd’s Roger Waters Denies Zuckerberg’s Request to Use Song in Ad:The Wrap’Sex and the City’ Sequel Series at HBO Max Adds 4 More ReturningThe WrapHarvey Weinstein to Be Extradited to California to Face Sexual AssaultThe WrapThe Truth About Bottled Water – Get the Facts on Drinking Bottled WaterGayot’The View’: Meghan McCain Calls VP Kamala Harris a ‘Moron’ for BorderThe Wrap’Black Widow’ First Reactions: ‘This Is Like the MCU’s Bond Movie’The Wrap whatsappcenter_img whatsapp Show Comments ▼ by Taboolaby TaboolaSponsored LinksSponsored LinksPromoted LinksPromoted LinksYou May LikeMisterStoryWoman Files For Divorce After Seeing This Photo – Can You See Why?MisterStoryMoneyPailShe Was A Star, Now She Works In ScottsdaleMoneyPailTotal PastThe Ingenious Reason There Are No Mosquitoes At Disney WorldTotal PastSerendipity TimesInside Coco Chanel’s Eerily Abandoned Mansion Frozen In TimeSerendipity TimesBrake For ItThe Most Worthless Cars Ever MadeBrake For ItBetterBe20 Stunning Female AthletesBetterBeautooverload.comDeclassified Vietnam War Photos The Public Wasn’t Meant To Seeautooverload.comElite HeraldExperts Discover Girl Born From Two Different SpeciesElite HeraldSenior Living | Search AdsNew Senior Apartments Coming Nearby Scottsdale (Take a Look at The Prices)Senior Living | Search Ads Dissatisfied bank customers still remain loyal last_img read more