Recent studies reveal that big banks are doing a better job of meeting customers' needs than small banks and credit unions. U.S. Bank has been named as a winner for Overall Customer Experience in the 2012 Keynote Experience Rankings. The bank received top marks in customer satisfaction and online adoption.
Other big banks have been spotted as service leaders in other studies. Research found that big banks were doing a better job of assessing the customers' needs and were more proactive about selling the benefits of the bank and its services. Overall, representatives at smaller branches were friendly, but took a more laid back approach when interacting with potential customers.
For example, they didn't initiate conversation about the bank's benefits and selling points. Employees at big banks were four times as likely to ask potential customers about the types of banking relationships they currently have at other financial institutions.
Additionally, studies have found that big banks excel in tactics that would build customer satisfaction and loyalty, such as greeting customers when they entered the store and engaging in small talk to establish rapport. Analysts were surprised by these results since small banks tend to have a better reputation for customer relations