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• W243216980 abstract "In the special supplement accompanying this issue, customers speak out about what they and don't like, know and don't know about banking. There is a wealth of data in the supplement, which reports the results of an ABA-commissioned Gallup survey. It deserves your careful attention. Having lived with the study for several months while preparing the supplement, two findings in particular stand out to us. The first is the chart showing that 65% of bank customers are very satisfied and 32% are somewhat satisfied with their primary financial institution, which in eight out of ten cases is a commercial That made us wonder whether banking's glass was full or one-third empty. In other words, having two-thirds of bank customers be very satisfied is no small feat, but that also means that one third are less than fully satisfied. How many companies can afford to have one third of their customers in that category? The second finding that caught our attention was the response to this statement: Considering the fees you pay the bank for financial services, you receive good value for your money. Only one third strongly agreed that they received good value--hardly a number to boast about. Concerns about banking's prompted the Gallup study, and it addresses that issue. But while image connotes questions of how well the industry is liked or perceived, much of the survey's findings go beyond image. They are, in fact, largely related to marketing. The two points just cited, for example, deal not with image, per se, but with satisfaction and value. It would be wrong to come away from the survey thinking the goal is to get people to say, I really my bank. It's questionable whether that could ever be achieved anyway. Do people like their local video store, or do they its prices, service, selection, or some of the people who work there? In other words, having satisfied customers who feel they're getting good value for their money is a more important and realistic goal than being liked. At the same time it's also a determinant of a bank's--and the industry's--image. Satisfied customers are much less likely to give credence to the harangues of self-appointed consumer watchdogs than are somewhat-satisfied customers. But the numbers uncovered in the survey suggest there is a ways to go before banks can dismiss with equanimity such criticism. With only one third of bank customers considering that banking services are a good value, there's fertile ground for both the complaints of activist groups and the siren songs of nonbank competitors. …" @default.
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• W243216980 title "The Rise of Marketing" @default.
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