Good customer service is the most highly valued attribute at both direct banks and multi-channel banks, according to a survey by Forrester Research of more than 110,000 consumers.
A lot of the research Forrester does actually shows that customer experience leaders are growing revenue at a much faster rate than their peers, said Alyson Clarke, principal analyst and a co-author of the report "The US Banking Customer Experience Index, 2018 -- How US Banks Earn Loyalty With The Quality Of Their Experience."
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