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Latest study adds to list of satisfied CU members
NEW YORK (5/14/10)--Credit unions provide the most satisfying online banking experience, according to a survey conducted by ForeSee Results. Credit unions garnered an aggregate satisfaction score of 84. The top five banks provide the least satisfying experience, but still have an average score above 80, ForeSee said. Highly satisfied online banking and credit union members report an overall bank satisfaction score that is 32 points higher than dissatisfied customers. “As has been the case in every year of the study, credit unions provide their customers with the most satisfying experience,” the study said. “Credit unions also produced the highest trust score at 87.” The five biggest banks--Bank of America, Citi, Chase, PNC and Wells Fargo--scored the lowest with scores ranging from 78 to 83. Although credit unions scored high in online satisfaction, overall satisfaction with online banking dipped to 81 from an all-time high of 83 last year. “Financial services companies should care about online customer satisfaction for more reasons than just public image,” the study said. “Highly satisfied online customers report by a wide margin that they are more likely than less satisfied customers to purchase more services, open more accounts, use the [institution’s] website as a primary channel, and recommend both the company and its website.” ForSee suggested that credit unions understand how online satisfaction drives multichannel behavior and loyalty. To increase satisfaction, they must understand which elements have the greatest impact on satisfaction, the Ann Arbor, Mich.-based company said. The survey was conducted among 3,000 respondents in April. Survey respondents included subscribers to Forbes.com and online panelists from FGI Research.
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