Overall Canadians are happy with their retail bank, according to the J.D. Power’s 2013 Canadian Retail Banking Customer Satisfaction Study released on Thursday, but they still see room for improvement.
The survey found that overall customer satisfaction with Canadian retail banks increased to 772 points (our of 1,000), a 19-point jump over last year. TD Canada Trust ranked first out of the big banks for overall customer satisfaction with a score of 781. ING Direct Canada received the highest ranking at 839 in the midsize banking segment.
“With satisfaction increasing and banks doing a better job of communicating with their customers,” said Jim Miller, senior director of the banking practice with J.D. Power in Boulder, Colo., “as an industry that is all good news.”
According to study results, more Canadians are satisfied with their retail banks because they better understand their fees. Customer satisfaction with fees rose to 627 from 592 in 2012. Thirty-one percent of survey respondents said they understood their fee structure better while only 21% reported experiencing a fee change in 2012.
However, one area where customers would like to see improvement, according to the study, is in mobile technology. This year’s study revealed that only 58% of customers view their bank as innovative, down from 66% of respondents who thought that way in 2012.
More specifically, banks are struggling to provide mobile banking options for the customers. Banks are starting to move in the direction of more mobile technology, says Miller, however it is a slow process, slower than their peers in the U.S. For example, in the U.S. it’s possible for individuals to use their smartphones to snap a photo of a cheque, which will then be deposited into their bank accounts.
While Canadian consumers are not necessarily clamoring for this type of technology right now, Miller believers that any bank that starts offering such a service will have a competitive advantage with individuals trying to decide which bank to work with.
The J.D. Power survey is now in its eight year and looks at customer satisfaction with their primary financial institution. The study broke down financial institutions into three segments: Big 5 banks, midsize banks and credit unions. The banks were ranked based on seven factors: channel activities, account information, facilities, product offerings, fees, financial advisor, problem resolution.