In the spring of 2022, the Tenerity research team surveyed 1,417 banking customers in the United States about the benefits associated with their checking accounts. The purpose of the study was to understand how many customers use their benefits, which benefits are most popular, why some customers don’t use their benefits and how those benefits affect their loyalty and behavior.
Customers want long-term banking relationships. They also want recognition for their business. Survey results revealed that curated, hyper-relevant, and dynamically evolving bank benefits are now table stakes to form more loyal, sustainable, and profitable relationships with their customers.
Included are nine strategic takeaways that will help banks implement more effective benefits programs to create stronger, more profitable relationships with their customers.
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