ath Power Report©: Ideal Banking Study™


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There is more consumer measurement and greater varieties of data capture mediums today than ever before. So, one would think our present banking institutions would effectively translate the data into a better experience for their customers. Unfortunately, this happens in too few cases, as only a small percentage of financial services organizations provide consistently high levels of customer experience.

While it is difficult to alter brand image in the current banking markets, every element of customer experience offered through front-line employees has a tremendously positive effect on a consumer's view of an institution. Our definitive Ideal Banking Study™ is aimed at showing you what is important in bolstering your brand and further developing long-term, profitable retail banking relationships. Discover the most sought after sales and service processes, product and service offerings, delivery mediums and customer experiences as revealed by today's banking customers.

The ath Power Ideal Banking Study™:

  • Reveals and directly ranks the most sought-after elements in a consumer banking relationship;
  • Defines specific banking occurrences that yield positive customer experiences;
  • Illuminates satisfaction levels with the most highly sought convenience factors of the financial services markets;
  • Uncovers key drivers and the "must have" characteristics of how consumers choose a primary banking organization;
  • Unveils the defining elements of a high-level customer experience that are still missing at most banking institutions, and offers actionable insight and best practices to help resolve this problem;
  • Reveals how some individual banks are performing within the competitive landscape of retail banking;
  • Provides a year-over-year comparative view of the results from ath Power's previous studies to trend consumer behavior.


The ath Power Ideal Banking Study™

ath Power's industry leading analysts authored our 2011 Ideal Banking Study™ with data collected from over 3,200 retail banking customers across the nation. Participants responded to an online survey that set out to determine what factors make up an "ideal banking experience" for consumers, and to uncover the impediments to producing such an experience. Through this evaluation, consumers assessed their current primary bank on an array of dimensions, including customer service, product offerings, loyalty programs, cross-sell attempts and problem resolution dynamics. They also provided information regarding their banking behaviors such as frequency of branch visits and online banking usage.

The study provides accurate competitive intelligence on the current consumer banking market and reveals the most important elements in banking relationships today. It also offers a comparative view of the 2010 Ideal Banking Study™ to trend consumer behavior year-to-year.

In this report, you will:

  • Find out which factors are the most important in choosing a banking relationship in 2011 compared to 2010.
  • Discover what defining elements of a high-level Customer Experience are still missing at most banks, and what you can do at your bank to resolve this problem.
  • Learn how individual banks are performing within the competitive landscape of retail banking compared to the previous year.
  • Gain the strategic insight needed to attract more customers, retain existing customers, and develop long-term, profitable retail banking relationships.

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