More customer engagement means more recommendations, study says2010-04-09
Banks hoping to have customers spread the word about their services won't be finding any luck unless they engage with their customers on an emotional level, according to a recent study.
Customers that are engaged with their banks on an emotional level gave an average of two positive recommendations about their banks to friends or colleagues, says a survey by Allegiance research. The survey reached 2,500 banking customers.
The study added that only one in six customers that were disengaged made any sort of positive recommendation.
In a blog post about the survey results, Allegiance analysts say that banks should explore tangible ways of engaging with their customer on an emotional level.
"Creating feelings of engagement in the minds and hearts of customers empowers them to be more frequent and effective promoters," says Allegiance. "By measuring and exploring actionable engagement drivers, a business can then act in the most impactful way to increase engagement."
Earlier Allegiance customer-survey data says bank customers are most likely to engage with their bank at their local branch, with the staff's friendliness was cited as the number one factor determining customer loyalty, according to the Seattle Times.
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