Santander customer rating: from hero to zero

first_img KCS-content whatsapp AS Stephen Hester contemplates accepting his bonus we’ve looked at how successfully he has improved consumer perceptions of his bank in 2010. Last January RBS was poorly perceived and was clearly the last of the big five banks on every BrandIndex indicator. Take the key measure of recommendation; at -14.9 RBS was 13.3 points worse than the industry average. Its general impression score (-33.7) was 27.1 points below average. The year has seen RBS move closer to the industry norm on all elements but still remain in negative territory – recommendation -8.2 from -13.3, impression -16.5 from -27.1. Its improvement has been partially down to a slow rise in its ratings and partially due to a collapse in views of Santander. The Spanish giant was competing with HSBC as the best perceived bank last January but opinion nose-dived throughout 2010 – impression down from +0.9 to -13.1, recommendation from +2.9 to -12.9 leaving it in 4th or 5th place across all measures. As the charts show it is on recommendation that Santander has taken the biggest hit compared to its competitors, suggesting that it is the experience of customers leading the general image decline rather than bad press. TellYouGov confirms what is going wrong, with respondents spontaneously emailing, tweeting or using the TellYouGov website or app to express an opinion on Santander. Comments such as “Poor service – again!” proliferate with their volume making it the only bank that consistently appears on our volume leaderboard. So for RBS, the roots of recovery are in place but there is some way to go. For Santander, public opinion is low and falling. Customer service needs improving to reverse this decline.Stephan Shakespeare is chief executive of YouGov Tags: NULL Santander customer rating: from hero to zero More From Our Partners Brave 7-Year-old Boy Swims an Hour to Rescue His Dad and Little Sistergoodnewsnetwork.orgMatt Gaetz swindled by ‘malicious actors’ in $155K boat sale boondogglenypost.comPolice Capture Elusive Tiger Poacher After 20 Years of Pursuing the Huntergoodnewsnetwork.orgA ProPublica investigation has caused outrage in the U.S. this weekvaluewalk.comRussell Wilson, AOC among many voicing support for Naomi Osakacbsnews.comNative American Tribe Gets Back Sacred Island Taken 160 Years Agogoodnewsnetwork.orgSupermodel Anne Vyalitsyna claims income drop, pushes for child supportnypost.comAstounding Fossil Discovery in California After Man Looks Closelygoodnewsnetwork.orgFlorida woman allegedly crashes children’s birthday party, rapes teennypost.com Sharecenter_img Tuesday 11 January 2011 7:29 pm whatsapp Show Comments ▼ by Taboolaby TaboolaSponsored LinksSponsored LinksPromoted LinksPromoted LinksYou May LikeMisterStoryWoman Files For Divorce After Seeing This Photo – Can You See Why?MisterStoryMoneyPailShe Was A Star, Now She Works In ScottsdaleMoneyPailTotal PastThe Ingenious Reason There Are No Mosquitoes At Disney WorldTotal PastSerendipity TimesInside Coco Chanel’s Eerily Abandoned Mansion Frozen In TimeSerendipity TimesBrake For ItThe Most Worthless Cars Ever MadeBrake For ItBetterBe20 Stunning Female AthletesBetterBeElite HeraldExperts Discover Girl Born From Two Different SpeciesElite Heraldmoneycougar.comThis Proves The Osmonds Weren’t So Innocentmoneycougar.comZen HeraldThe Truth About Why ’40s Actor John Wayne Didn’t Serve In WWII Has Come To LightZen Heraldlast_img

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