Brand analysis
Trust remains at 11th in the Financial Services in the US table for another quarter.
The company recorded another dip ints Overall Effort score this wave, down -1 to 58.
The brand declined in three out of the four pillars within the index, with the most notable drop in ’Style of Communication’ (-2). Digging into the questions behind the score, improving the politeness of their customer service agents may be a key area of focus.
Last year, Truist had to inform 4.2 million people about a data breach involving a third-party service provider. It included sensitive information such as name, address, Social Security number and date of birth.
We recorded a significant drop in the ‘Knowledge and expertise’ pillar around this time, which has continued to decline into 2025.
For Truist, the question is how can they use proactive automated conversations to communicate their expertise and win customer trust?
