3 Things You Should Know About Small Business: Nov. 12
NEW YORK (TheStreet) -- What's happening in small business today?
1. Huntington Bank ranks highest in small-business customer satisfaction. Small-business banking customers continue to be underserved by their financial institutions, according to the J.D. Power and Associates 2012 U.S. Small Business Banking Satisfaction Study released Friday.
The annual study says overall satisfaction among small-business banking customers averages 736 (out of 1,000). While the score is a 19-point increase from 2011, satisfaction is still significantly lower than among retail banking customers (whose satisfaction scores average around 753).
However, Huntington Bancshares (HBAN) ranks highest in small-business banking satisfaction, with a score of 793 and performs particularly well in account activities, product offerings, fees and account information. SunTrust Banks (STI) and BB&T (BBT) rounded out the top three banks among the rankings with scores of 774 and 772, respectively.
The study finds that when small-business banking customers are greeted by name, the positive impact on overall satisfaction is 106 points. However, this occurs only 47% of the time, compared to 64% of the time among retail banking customers. This disparity occurs even though small business customers bank in person at the branch more than twice as often as retail customers, J.D. Power and Associates says.
"When it comes to customer satisfaction, sometimes it really is the little things that matter. Simple gestures, like greeting customers by name as they walk in, go a long way in providing a satisfying experience," said Jim Miller, senior director of banking at J.D. Power and Associates. "Due to the value of their business to the bank, and how frequently they visit the branch, small business banking customers expect, and deserve, a level of service that is greater than that of retail banking customers."
The seventh annual study measures small-business customer satisfaction with the overall banking experience by examining eight factors: product offerings; account manager; facility; account information; problem resolution; credit services; fees; and account activities.
This year's study includes responses from 7,246 small-business owners or financial decision-makers who use business banking services. The study was fielded from Aug. 10 through Sept. 10.