Bain research shows there's only a moderate relationship between how often customers agree with the outcome of a fee dispute and their overall satisfaction with the bank.
Even when banks say "no," other factors can make customers happy, including saying “no” the same day, having empathetic reps, and helping customers avoid fees in the future. Following these golden rules can help banks can significantly increase their Net Promoter ScoreSM, a measurement of a customer’s likelihood to recommend the bank for the way it handles disputes.
And saying "yes" doesn't guarantee customer advocacy. If banks don't resolve the dispute in less than 30 minutes, they can see a 45-point penalty to their Net Promoter Score, according to recent data from Bain’s NPS Prism® benchmarking platform. And if customers don't feel empowered to avoid the fee again, banks' Net Promoter Score can drop 75 points lower. In fact, when banks don't say "yes" quickly and help them avoid future fees, customers are actually less satisfied than when banks say "no" well.
Leading banks will ensure that when they make policy exceptions, they get credit for doing so from customers. With simple standards that reduce the friction surrounding disputes, they can delight customers, generate lasting loyalty, and cut costs significantly.