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Most traditional banks and credit unions might not even be aware of the fragmenting of relationships caused by non-traditional competition. This is because most institutions simply monitor lost accounts, as opposed to changes in activity, balances and other indicators of lost share of wallet. According to Bain & Company, ‘Most defection in banking consists of people obtaining credit cards, loans, or other products elsewhere, but not closing their original account altogether. Maintaining a healthy base of primary customers may disguise the dire reality of declining share of wallet.”
Hidden Attrition:
Most customers don’t close accounts when they move relationships. Instead, they divert their loyalty to alternative providers that offer more value.
Making matters worse, customer churn is a lagging indicator, meaning the loss has already happened, and it’s just a measurement of the damage inflicted. Trying to recover these customers is often a money-losing strategy.
From Banking Share of Wallet Threatened By Hidden Attrition.
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