Survey Research

 

Identify strengths and weaknesses from market and customer perspectives.

Exploring customer experience through survey research is an indispensible way to not only acutely understand your organization’s strengths and weaknesses in meeting customer needs, but also to identify the true motivating drivers that attract customers and then forge long-term and loyal relationships.

Our Approach

Our approach leverages the considerable experience we have gained through surveying a broad range of customer populations within the financial services sector, along with the knowledge that each study must be customized to address the unique needs of every client. ath Power’s survey research experience has ranged from primary retail and small business accounts, to mortgage and home equity, to credit cards, to wealth management, to internal service, to broker relationships.

Some of our survey research methods include:

  • Account Open Surveys
  • Account Closed Surveys
  • Customer Satisfaction Surveys
  • Customer Intercept Surveys
  • Post-Transaction Surveys
  • Mortgage/Home Equity Closed Loan Surveys
  • Mortgage/Home Equity Non-Converted Applicant Surveys
  • Competitive Benchmarks
  • Internal Evaluations
  • Employee Engagement Surveys

ath Power’s survey research spans the customer lifecycle from the acquisition process, to relationship building, and ultimately, to retaining the customer.

Acquisition

Understanding how the initial moments of the banking relationship were experienced through the eyes of the customer creates a most optimal opportunity to identify areas where you can strengthen the initial bond, and essentially, determine the key drivers that are turning prospects into customers. Furthermore, interviewing individuals who have and have not converted into customers, for products such as mortgage and home equity loans, can pinpoint the factors that will substantially improve your conversion rates.

Relationship Growth

Customer satisfaction and post-transaction surveys provide a window into how well you are meeting the needs of your ongoing customers. Additionally, customer value and segmentation analyses can help refine the level of service for existing products as well as identify cross-sell potential for other products. Using survey research during the relationship-building phase, especially in areas such as wealth management, will yield enormous organizational benefit in assuring the needs of your most value customers are being met.

Retention

Ultimately, account closing surveys can provide an enlightening view into why customers discontinue their banking relationship with you. By understanding these root causes, you will know how to best intervene with the customer before they attrite and moreover, how to avoid the issues that have brought them to that point altogether.