Brand analysis
Truist has added +2 to its Overall Effort Score, climbing the Financial Services in the US table and now sitting alongside Chime in 10th.
However, the component pillars tells a mixed story, which offers the brand some insights on where to focus. Three scores have increased wave on wave – Knowledge & Expertise is up by +3, while Style of Communication and Valuing the Customer are both up by +2.
But the brand’s performance in Speed of Resolving Problems continues its long-term decline – four straight months of decreasing scores. This must be where the brand focusses to drive its CEI fortunes in future waves.
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.
