Bank Overall Satisfaction Surveys

Understanding transactional satisfaction is critical, however, this can give a distorted view of how all your customer think of you. To understand customer satisfaction globally, managers must survey the entire population of customers, where every customer of the bank has an equal probability of being surveyed, regardless of their recent transaction history.

Bank Satisfaction Surveys: How satisfied is your customer base?


Typical objectives for general satisfaction surveys may include:

  • Determine the level of overall satisfaction with the bank
  • Determine the level of satisfaction with respect to the five dimensions of satisfaction:
    1. Reliability: ability to perform the promised service dependably and accurately
    2. Responsiveness: willingness to help customers and provide prompt service
    3. Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence
    4. Empathy: the caring, individualized attention the firm provides its customers
    5. Tangibles: appearance of physical facilities, equipment, personnel, and communication materials
  • Diagnose the causes of satisfaction or dissatisfaction
  • Determine key drivers of bank satisfaction
  • Measure change in bank satisfaction over time
  • Measure the relationship between satisfaction and both customer profitability and purchase/retention behavior
  • Link research to action by determining which business functions can most improve customer satisfaction and increase financial return

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 post discuss bank customer experience research design:

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 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.




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