Bad Branch Experience Drives More FI Switches Than Fraud

Almost one in five consumers experienced fraudulent bank activity in 2017, but poor branch service and poor branch cleanliness were bigger reasons consumers switch financial institutions, according to a new survey from video technology firm March Networks and market research company Ipsos. Certain technology strategies could help credit unions battle these issues and keep members loyal, one industry pro noted.

The survey found that fraudulent bank account activity hit 17% of consumers in 2017, up from 15% in 2016. About two-thirds of the time, consumers noticed the activity before their credit unions or financial institutions did. However, just 9% of respondents said they switched financial institutions in response to fraud during the past year.

One in five respondents, on the other hand, switched financial institutions in the past year due to poor branch service, and 70% said they would consider switching financial institutions if their local branches did not appear clean and tidy. For consumers in households with children, that number was 77%.