JD_Power-2021年美国零售银行满意度调查（英文）-2021.6-18页_340kb

U.S. Retail Banks Nail Transition to Digital during Pandemic, J.D. Power Finds

Core Content

The J.D. Power 2021 U.S. Retail Banking Satisfaction Study reveals that U.S. retail banks have successfully adapted to the challenges posed by the pandemic, resulting in a surge in customer satisfaction. Despite financial hardships affecting a significant portion of customers, the industry's response—through digital transformation, customer support initiatives, and communication strategies—has led to improved satisfaction levels.

Main Findings

• Digital Banking Growth: A record 41% of customers are now using digital-only banking, up from 30% pre-pandemic.
• Satisfaction Increase: Customer satisfaction has improved, especially among those who feel financially worse off, indicating that banks' support efforts have resonated.
• Support Actions: Banks have implemented various measures to support customers, including waiving fees, offering late payment forgiveness, community support, and additional financial advice.
• Reusability Boost: There was an 86% increase in the likelihood of customers reusing their banks, and a 60-point rise in the Net Promoter Score.
• Complaint Reduction: The number of problems or complaints has decreased by 48%.
• Big Banks Closing the Gap: Large national banks have significantly improved their customer satisfaction scores, narrowing the gap with midsize and regional banks.

Key Information

Satisfaction Drivers

• Digital Engagement: Customers with high digital engagement report higher satisfaction.
• Proactive Support: Banks that actively communicated and provided relief during the pandemic saw greater satisfaction.
• Channel Performance: Strong performance in digital channels (mobile, online, etc.) has reassured branch-dependent customers.

Regional Highlights

• California: U.S. Bank ranked highest with a score of 818.
• Florida: Chase scored 846.
• Illinois: Chase scored 829.
• Lower Midwest: BancFirst scored 871.
• Mid-Atlantic: Atlantic Union Bank scored 854.
• New England: Bangor Savings Bank scored 861.
• North Central: Huntington scored 845.
• Northwest: Umpqua Bank scored 830.
• NY Tri-State: PNC scored 840.
• Pennsylvania: Northwest Bank scored 834.
• South Central: Chase scored 848.
• Southeast: United Community Bank scored 884.
• Southwest: FirstBank scored 823.
• Texas: Frost scored 861.
• Upper Midwest: Associated Bank and Chase tied at 823.

Study Methodology

• Sample Size: The study is based on 94,784 responses from customers of the largest U.S. banks.
• Time Frame: Data was collected from April 2020 through February 2021.
• Bank Categorization:
  • Big banks: More than $260 billion in domestic deposits.
  • Regional banks: $55 billion to $259 billion in domestic deposits.
  • Midsize banks: Less than $55 billion in domestic deposits.
• Metrics Measured: Satisfaction is evaluated across six factors: account opening, communication and advice, channel activities, convenience, problem resolution, and products and fees. Channel activities include seven subfactors: ATM, assisted online, branch, call center, IVR, mobile, and website.

Conclusion

The study underscores the resilience and adaptability of U.S. retail banks in the face of the pandemic. Their proactive digital strategies and customer-centric support have not only improved satisfaction but also solidified customer loyalty. This marks a significant shift in the banking landscape, with digital banking becoming a central component of customer experience, and large banks closing the satisfaction gap with their smaller counterparts.