Bank Loyalty and Walletshare Surveys

Loyalty/Wallet Share: Identify experience drivers of customer profitability.


These surveys are used to evaluate customer loyalty to the bank. Specific objectives may include:

  • Determine if customers consider the bank their primary financial institution
  • Understand why a customer chooses a primary financial institution
  • Measure customer perceptions of the bank’s customer advocacy
  • Evaluate customers’ referral activity
  • Calculate referral likelihood
  • Determine actual referral behavior
  • Determine how customers assess the value the bank creates
  • Evaluate changes in customer purchase/referral behaviors over time

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:

Same-Branch Deposit Growth & The Customer Experience


Same-Branch Deposit Growth & The Customer Experience


Not All Service Attributes Are Equal: Retail Bank Transaction Drivers of Loyalty



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 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.




“On average, loyal customers are worth up to 10 times as much as their first purchase.”

- White House Office of Consumer Affairs