4 Common Reasons Your Members Switch Banks

Written by Devon Wilson

reasons members switch banks

 

Part of knowing how to create a successful business continuity plan for credit union member retention comes from the knowledge that we gain from studying what makes your members choose to leave your financial institution for another. So here are some common reasons why your members switch banks.

Better Data Protection

The COVID pandemic has accelerated the digitization of a lot of businesses, and that has in turn increased cybersecurity risks. That is why, in a recent study done by Morning Consult, the number one reason respondents switch banks is because they are looking for better data protection.

The easiest way to combat members switching to another bank is to incorporate facts and messaging into your mobile and online banking marketing programs. Because even if their data is safe, members want to know the particulars.

Better Customer Service

Your members have a lot more information than previous generations. If they don’t like a product or service, no matter how long they have given their patronage to a business, they shop around for better options.

This is exceptionally true when it comes to customer service. Consumers are much savvier now, so if the customer service at your location isn’t up to their standards, they likely won’t hesitate to switch banks. In fact, a study from The Ascent reported that 97.18% of respondents ranked “quality of customer service” as either “somewhat” or “very important” when deciding where they’d open a new account. And as digital offerings become more and more accessible and user-friendly, it’s only getting easier for an unsatisfied member to switch banks.

Better Digital Features

According to Banking Journal, recent data suggests that bank customers under the age of 55 are much more willing to switch banks to take advantage of better digital features and services. And 37% of customers regardless of age said they are more likely to switch banks now than they were in the past, likely due to the effects of the coronavirus pandemic in banking and other industries.

Uncertain Financial Times

Our banking situation is often based on the same feelings we have in the summertime. It sounds crazy, but think about it: if you are at your son’s baseball game or a backyard barbecue, you want to park your chair somewhere in the shade. And for as long as the shade covers you, even while the sun changes position, you stay in that spot, even if there are bigger shade spots nearby.

Your banking situation is the same: if we are in pretty stable financial times, most people are fine with not needing to switch banks because nothing is making them think about making a switch. But if we are in the middle of economic instability, like a recession, people will be more apt to shop around and consider looking into the steps it takes to switch banks.

IMS Integration Can Help Build a Strong Foundation for Your Digital Credit Union Needs

IMS Integration is here to assist you so you can better serve your members. With our professional services, you can take advantage of custom web development, UI scripting, batch scripting, and custom electronic forms.

Request a consultation today for more information about our credit union solutions.

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