June 30, 2008

Bank Relationships Differ Across Ethnic Groups

This is the ninth document in the "Value Of Customer Relationships" series.

by Bruce D. Temkin

with Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with banks. We examined their feedback on overall customer experience and their satisfaction with Web, branch, and phone interactions, along with their plans to stay loyal to their current banks. To understand the dynamics of these relationships, we analyzed the data based on the ethnicity of the respondents. Some of our findings: Caucasians and Hispanics get their basic needs met, Blacks find banks hardest to work with, Asians are the least satisfied with branch interactions, and Blacks and Asians are the most likely to switch banks.

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