How Financial Brands Can Win Back Trust in the US & UK

Christina Stahlkopf

Looks at how banking brands have continually languished in the bottom third of the industry chart when it comes to customer experience scores and how this is slowly improving, with success examples from HSBC and US Bank.

Where once banks were among our most trusted institutions and brands, the decade following the global financial crisis has seen that trust all but dissolve.

Our relationships with money and our financial health and wellbeing remain profoundly personal, but increasingly we have suspected that our financial partner no longer has our best interests at heart.

Where historically banks reciprocated our trust by opening branches in our communities and through staff that knew us and understood our needs; branch closures, industry consolidation, tech and digitisation has put distance between bank and customer.

Add that to the consumer disillusionment with the...

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