Evaluation of customer capital
BOSTON, July 11, 2012 /BREGENZERGROUP.COM/ – ath Power Consulting, a leading financial services research and strategy firm, today announced the results of its annual Small Business Banking Study™, which assesses small business banking customer experience at banks nationwide. This year, the top performing banks were BB&T, Synovus and Capital One Bank – also the only 3 banks to achieve an overall evaluation score above 80 (out of a potential 100). BB&T achieved the highest customer evaluation, scoring 85 points.
Based on nearly 900 in-person audits performed by prospective Small Business Owners (SBOs) at 39 banks across the U.S., results of The ath Power Small Business Banking Study™ showed that a banker’s behavior clearly drives a small business prospect’s inclination to become a customer, and key factors can influence that decision, including a thorough needs assessment and discussing credit products during the initial interaction.
Findings revealed that when bankers took the time to determine the SBO’s needs before mentioning the bank’s offerings, more than 4 out of 5 business owners (83%) indicated that they would become a customer of that bank. When they did not, only 42% would consider becoming a customer.
“Asking questions about someone’s business is a significant driver of whether he or she intends to become a customer of a bank, ” noted Frank Aloi, ath Power CEO. “In fact, the highest rated banks were those whose employees determined a prospect’s needs before making any product recommendations.”
Source: Bregenzer Group
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- Definition of customer capital
- Explanation of customer capital
- Evaluation of financial capital
- Reporting of customer capital
- Acquisition of customer capital