Bank Social Survey Report

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At the "2007 China Banking Service Marketing Forum" held recently, TNS, a special market research company, released the first survey report of the Chinese banking industry in 2007. TNS selected 1,500 retail banking customers and 900 credit card users from Beijing, Shanghai and Guangzhou for research. The survey found that customers' satisfaction with domestic banking retail business is generally lower than the global average, and customers generally recognize the quality of credit card services of domestic banks, but the credit pressure of credit card business is still relatively large.

Customer Cognitive Rate: ICBC “Folding Gui”

According to the TNS survey, the top six rankings of domestic customers for each bank's recognition are: ICBC, CCB, ABC, BOC, Bank of Communications, and China Merchants Bank. The most commonly used bank rankings, ICBC is far ahead, accounting for 55% of all respondents. According to TNS analysis, this is mainly related to the large scale of ICBC's outlets.

However, although the customer cognition rate ranks among the top banks, some small and medium-sized banks have a high proportion of people's minds, that is, customer recognition far exceeds their market share, such as Minsheng Bank, Shanghai Pudong Development Bank, and Shanghai Bank.

Retail line: still based on deposit and withdrawal business

The survey shows that customers are less satisfied with retail banking, and most bank customer churn rates are around 40%. Bank customer relationships lack breadth and depth, and service resources are not optimally configured. The survey found that most of China's banking outlets are concentrated in simple demand deposit accounts and time deposit accounts, and the structure of counter business is very simple.

According to statistics, 87% of the counter business is current and time deposit account business, only 7% of the investment and wealth management business, 3% is the debit card business, 2% is the credit card business, and 1% is the loan business. According to the analysis, “the business with the lowest bank profit accounts for the vast majority of the counter business, which is one of the main factors leading to lower bank yields.”

Representing the customer's objective evaluation of the retail banking service level, the market resistance ratio, the scores in Beijing, Shanghai and Guangzhou are only 2.9, which is far from the global average of 1.8. From the overall analysis, TNS found that only 31% of the Chinese banking customer relationships are believers, that is, both satisfied and loyal; 18% are mercenary types, that is, although satisfied, but not loyal; 24% are hostage types, That is, although loyal, but not satisfied; 27% is a terrorist type, that is, neither satisfied nor loyal.

Credit card business: huge development space

The survey showed that customers were more satisfied with the quality of domestic bank credit card services, reaching 70 points, exceeding the global average of 65 points. China Merchants Bank is currently the leader in China's credit card market. Among the respondents, 33% use China Merchants Bank credit cards, and the retention rate of China Merchants Bank's credit card reaches 87%.

But the survey also revealed the main problems facing the Chinese credit card market. First, among credit card holders, non-credit card payments still account for 50% of total expenses. Second, the use of credit cards is not active, and 50% of new cards issued by some banks have been written off, which has seriously eroded the bank's profits. Third, customer revolving credits are rarely used. Two-thirds of the respondents of the respondents fixed their debts on a monthly basis, and 27% of them will pay off their debts in most cases. Only 6% of customers who don’t pay off their debts on a monthly basis . This shows that the domestic credit card business is still facing a profit test.