Customer-Focused CRM (#CX)

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"It's Not About Satisfaction, It's About Engagement"

According to a recent Gallup poll, which involved retail banking customers, it was found that ‘banks that only consider customer satisfaction – even extreme “top box” satisfaction – are leaving significant cross-selling and up-selling opportunities on the table”,  re-enforcing the point made in our previous article about engaging customers and creating emotional attachments with them.

Stats from the Gallup survey showed that;

  • Less than half (45 percent) of customers who are satisfied say they would consider their bank the next time they needed a product or service, however, that skyrockets to 83 percent among customers who are both satisfied and fully engaged.

Aside: I don't have a citation, but a colleague in the financial services industry recently told me that even the top-ranked banks are below the worst ranked automotive companies when rated for service. Food for thought.

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Published: 24-02-14 by Jon Sloper

customer experience, #cx, online software, customer engagement, #cem