Bank Closed Account Surveys

Closed account surveys identify sources of run-off or churn to provide insight into improving customer retention loyalty and profitability.

Closed Account Surveys: Identify drivers of account defection or churn.


Specific objectives may include:

  • Determine the key drivers of customer defection or churn
  • Determine the relationship of retention or churn to customer satisfaction and profitability
  • Identify characteristic of product/provider switchers

For more information on defining research objectives to make your customer experience research more successful, see the following blog post:

Keys to Customer Experience Research Success – Start with the Objectives


Additionally, the following posts discuss the bank customer experience:

Best Practices in Bank Customer Experience Measurement Design


Same-Branch Deposit Growth & The Customer Experience



Other Research Purposes


Bank Post-Transaction Surveys Post-transaction surveys are event-driven, where a transaction determines if the customer is selected for a survey. As the name implies, the purpose of this type of survey is to measure satisfaction with a specific transaction.


Bank Open Account Surveys Open account surveys identify the reasons behind new customers' selection of the bank for a new deposit account or loan – providing valuable insight into new customer identification and acquisition.


Bank Satisfaction Surveys General bank satisfaction surveys measure customer satisfaction among the general population of customers, regardless of whether or not they recently conducted a transaction. In effect, every customer of the bank has an equal probability of being surveyed.


Bank Image & Positioning Surveys These surveys are used to determine the bank’s satisfaction, general image and positioning among its customer base and the broader community within its service area.


Bank Loyalty & Walletshare Surveys These surveys provide valuable information to managers about the bank’s satisfaction, loyalty and walletshare among its customer base.




“It is 6-7 times more expensive to acquire a new customer than it is to keep a current one.”

- White House Office of Consumer Affairs