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As Amazon prepares to launch a basic account through a banking partner, Bain’s new survey of 6,000 US consumers finds that they give Amazon much higher loyalty scores than they give banks in general. The company’s strong showing stems from two decades of a singular focus on improving the customer experience. But Amazon—and by extension, other technology firms—is by no means invincible. Perennial bank loyalty leader USAA has a Net Promoter Score of 79, compared with Amazon’s 47. USAA may have a unique customer base in its military community, but some of its characteristics are shared by other direct banks such as Ally, Schwab and Capital One 360. Many of the direct banks have simplified their product line and processes, saving consumers time and effort. That’s one ingredient in the recipe for banks to regain the customer advocacy they need to thrive during the next Amazon moment.
Gerard du Toit is a partner with Bain & Company’s Financial Services practice and leads the firm’s banking sector in the Americas. Aaron Cheris is a Bain partner and leads the firm’s Retail practice in the Americas.
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