Survey: Regional, Community Banks Lead Industry in Customer Satisfaction

Regional and community banks notched the highest customer satisfaction scores in the retail banking industry, earning a score of 83 out of a 100, according to the latest American Customer Satisfaction Index released yesterday. Overall, the banking industry saw a 5.3 percent jump in customer satisfaction over last year, moving from 76 to 80 points.

“Super-regional” banks earned a score of 79 points, while nationwide banks landed at 77, up from 72 points the previous year. Among nationwide banks, Citibank saw the highest jump in overall customer satisfaction, with its score improving 12 percent year-on-year. Most improved among super-regional institutions were Citizens Bank, Fifth Third Bank and SunTrust Banks.

Of the survey’s ten customer experience categories, regional and community banks led the way in all but two — number and location of branches and ATMs. They earned the highest scores for courtesy and helpfulness of tellers and staff (91 points), the speed of in-branch financial transactions (88 points) and website satisfaction (88 points). Respondents also said they found it easier to add or change accounts at smaller institutions, and were more satisfied with the call center experience they had at regional or community banks.