In July the satisfaction level of the personal customers of banks remained close to the record high of 82.2% set in June, falling only marginally to 82.1%. The competition among the big four banks for number one ranking became much closer in July, with the CBA holding only a 1.3% point lead over Westpac among total personal customers. The margin was even closer for Main Financial Institution (MFI) customers where the CBA leads Westpac by only 0.2% points. These are the latest findings from the Roy Morgan Research Consumer Single Source survey of over 50,000 people per annum.
Personal customer satisfaction among the big four banks
In the six months to July 2014, the CBA maintained its leading position among the big four with 81.5% satisfaction, followed by Westpac (80.2%), NAB (80%) and ANZ (79.2%). The biggest improver among the major banks over the last month was Westpac ( up 0.3% points), followed by the ANZ ( up 0.1% point), the NAB ( down 0.4 % points) and CBA ( down 0.6% points)
Over the last month the CBA’s lead over Westpac was reduced from 2.2% points to 1.3% points. In terms of MFI the gap to Westpac in June was 1.1% point and in July this has narrowed to only 0.2% points.
Consumer Banking Satisfaction: Big Four Banks
Source: Roy Morgan Research Consumer Banking Satisfaction Report, July 2014; average 6-monthly sample for Big Four Banks (n= 18,290)
Over the last 3 months Westpac showed the largest improvement in satisfaction (up 1.6% points), followed by the ANZ (up 1.0% points), the CBA (down 1.1% points) and NAB (down 1.2% points). Westpac’s improvement was a result of their non-home loan customers increasing their satisfaction (up 2.4% points), whereas their home loan customers showed a decline in satisfaction (down 1.0% points). The CBA lost ground among both home loan customers (down 1.3% points) and non-home loan customers (down 1.3% points. The ANZ made gains in both home loan and non-home loan segments and the NAB lost ground among both groups.
Satisfaction among all banks, building societies and credit unions
With so much publicity given to the satisfaction ranking among the big four banks it is worth considering their performance in the context of the overall market that they compete in. The following chart shows that the big four banks as a group don’t compete favourably with their smaller competitors. Around six million people are customers of institutions outside of the big four banks and as such are a very important group to consider in terms of relative satisfaction levels.
Consumer Satisfaction with Financial Institutions
Source: Roy Morgan Research Consumer Single Source, 6 months to July 2014; n= 25,724
The big four banks with a satisfaction rating of 80.5% are well below building societies (91.6 %), credit unions (90.8%), mutual banks (87.9%), foreign banks (85 .8%) and other banks (85.0%).
The “drivers” of the higher satisfaction levels outside of the Big Four banks
With such a big gap between the satisfaction levels among the big four banks and other financial institutions it is important to look at the reasons (or “drivers”) for this difference.
Roy Morgan Research has carried out extensive analysis over a period of time to establish what the main “drivers” of bank customer satisfaction are. A summary of some of the main “drivers” is shown in the following chart and compares the rating given for each among big four bank customers to that given by others outside of the big four.
Comparison of Big Four Banks with other Financial Institutions* on Key Satisfaction Drivers
Source: Roy Morgan Research Consumer Single Source, 6 months to January 2014-July 2014; n= 7,254. *Others include other banks, building societies and credit unions.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“While satisfaction with the big four banks has increased greatly over the last thirteen years, there is still room for improvement among the major banks as is evidenced by the performance of their much smaller competitors who are seen as outperforming them on a number of important dimensions, particularly in relation to fees and charges, interest rates and treatment of customers.
Competition among the big four banks has obviously succeeded in increasing satisfaction levels but has also resulted in bringing their satisfaction scores much closer together, resulting in less competitive advantage to the leader. Back in late 2005 the gap between the best and the worst of the big four in terms of satisfaction was 12.6% points, with the CBA on 62.5% and the ANZ on 75.1%. Now that the gap has closed to only 2.3% points overall and in the case of MFI ratings the gap is now only 1.2% points between lowest (ANZ with 81.6%) and the highest (CBA 82.8%), the challenge is now to sustain a clear advantage.
“While it still remains a priority among the major banks to lift consumer satisfaction overall, we have seen in recent analysis that two important groups are rating their banks below average. These groups are business customers and the top value quintile personal customers, both of which have big potential for business growth but are far less satisfied than the lower value customers and as such should increasingly become the focus of improving satisfaction levels.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
P: (03) 9224 5268