A research report released today, based on an analysis of 81,345 social media conversations, has found that Bank of America has the highest overall share of voice on social media networks; almost 50% of all social media conversations about banking are about the U.S.'s largest bank. But Wells Fargo has the highest overall "net perception score" (a measure of customer satisfaction) at nearly +54. Citi and Bank of America had net negative scores in the -40s.
To create the BankInsight consumer banking study, Serendio analyzed conversations at 25 social media sites, including Facebook, Twitter, Mybanktracker, Pissedcustomer and Ripoffreport. (Twitter was a major source of data, but Facebook tied with the other three sites, Serendio found.) The analysis looked at specific aspects of banking such as online banking, mobile banking, fees and customer service. Serendio is a provider of customer experience analytics software.
Observations in Serendio's third-quarter analysis include these:
- Mortgages and credit cards are hot topics for bank customers; together they represent about 32% of all banking conversations.
- Bank of America, Citibank, American Express, JP Morgan Chase and Wells Fargo dominate internet conversations.
- Wells Fargo, TD Bank, JP Morgan Chase and NatWest were the only banks with a positive net perception score.