Data from the J.D. Power 2014 Social Media Benchmarking Study (released in April 2014) finds that banks and credit card issuers can improve their social media presence as a potential method of driving new business. When compared to other industries measured in the study, banks and card issuers receive lower satisfaction scores related to the social media shopping experience. Currently, 36% of retail banking customers use social media as a method of gathering information (products, promotions, etc.), compared to 21% of credit card customers.
It is also important to note, however, that banks and card issuers actually receive high satisfaction scores related to the servicing experience on social media. In fact, customer satisfaction with social media as a servicing channel is higher than all other channels commonly measured by J.D. Power (branch, website, mobile, ATM, call center).