Brand analysis
Truist adds +1 to its Overall Effort Score wave on wave, remaining at 11th but now within just one point of Chime at 10th.
This wave, the brand’s scores in the component pillars tell a mixed story. Style of Communication and Speed of Resolving Problems remain flat. Valuing the Customer is up by +2 points, while Knowledge & Expertise is down by -1.
With only 46% of customers describing the way details were clearly explained to them as 'excellent’ – this should be where the brand focusses efforts to drive higher scores 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, which has continued to decline into 2025. It's great to see that the brand has reversed these losses in our Q2 data.
