Bank Image & Positioning Surveys

Image/Positioning Surveys: Determine how your community feels about you.


These surveys are used to determine the bank’s satisfaction, general image, and wallet share among its customer base and within the broader community.

Specific objectives may include:

  • Determine if the customer considers the bank their primary financial institution
  • Identify the drivers of selection of a primary financial institution
  • Determine the bank’s share of customers’ wallet
  • Evaluate the bank’s image
  • Evaluate if the image is consistent with marketing emphasis
  • Determine if the image varies by market segment
  • Compare image with the competitions

As you can see, these surveys are typically more strategic in nature, answering such questions as how the bank is positioned among its customers (or non-customers).


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


Best Practices in Bank Customer Experience Measurement Design



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 New or Open Account Surveys Closed account surveys identify sources of run-off or churn to provide insight into improving customer retention.


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




“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better. Your customer service organization should be designed to efficiently communicate those issues.”

- Kristin Smaby, “Being Human is Good Business”