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Shop Smart: Banks taking customer service lessons from retailers
Sunday, August 27, 2006

When we surveyed our subscribers about their banking habits, they reported high levels of overall satisfaction with many institutions, reflecting the industry's new emphasis on convenience and customer service.

Of the 19 banks we recently rated based on those survey results, none scored as high as Commerce Bank, most of whose branches in eight states and the District of Columbia feature greeters by the door (a la Wal-Mart) and provide free coin-counting machines. Our subscribers gave Commerce high marks for its convenient branches, telephone customer services and online-banking site.

 
 
 

By the Editors of Consumer Reports www.consumerreports.org

 
 
 

Like many major bank chains, Commerce is undergoing changes in the way it does business. Taking their cue from retail establishments, several banks now refer to their branches as "stores" and outfit them with large glass windows and airy floor plans. Inside, you're apt to find well-stocked bookshelves, coffee bars and the occasional movie or yoga class.

And like stores, some banks are discounting their wares. As branches proliferate and the competition for foot traffic grows, a few have bucked the higher-fee trend of recent years and cut some charges. Commerce, for example, offers a credit card with no late fee, no annual fee and no balance-transfer fee. It also allows you to transact for free at other banks' ATMs if you maintain a $2,500 balance in your checking account. (PNC will allow many of its customers free access to any ATM in the world provided they maintain an average monthly balance above $2,500).

Other banks have launched customer-friendly campaigns to set them apart. Wachovia, which has more than 3,000 branches in 16 states and Washington, D.C., moved its tellers out of traditional cagelike booths and placed them at concierge-style desks in its new locations. Branch managers sit in a kiosk by the front door to "guide customers," the company says.

Not all chains are transforming, however. Chase, which merged with Bank One in 2004 and operates branches in 17 states, shuns the retail look. "We want you to be comfortable at our branches, but we also want you to feel that your money is safe," says Thomas Kelly, a senior vice president.

If you're in the market for a new bank, focus on the services you use most. Most of our survey respondents said they bank just for the basics. While all had a checking account, 59 percent had a savings account and 75 percent had an ATM card. The number who had bought stocks, mutual funds or annuities -- examples of financial "products" that many banks now offer through their own insurance and brokerage divisions -- was in the low single digits.

Joining Commerce as the best banks for ATM use are: Wachovia; KeyBank, with branches in 13 states; Bank of America, with nearly 16,800 ATMs and branches in 29 states and Washington, D.C.; and Citibank, with branches in 10 states and the district.

If you frequently use tellers for your transactions, KeyBank got highest marks from our subscribers for keeping the lines moving. Other banks that stood out for not making you stand in long lines were: Wachovia; Regions Bank, with branches in 16 states; and M&T Bank, in six states and the district. Poorest in this measure were Wells Fargo, with branches in 23 states; Citibank; and Washington Mutual, which is in 15 states.

Wells Fargo joined Chase, Citibank, Bank of America and PNC, with branches in eight states and Washington, D.C., as poorest for providing customer service by phone -- a benefit that rang truest with those who banked at Commerce and National City, which has branches in seven states.

When it comes to investments and insurance, meanwhile, you may be able to do better at financial institutions that specialize in these products than at banks. Of those subscribers who sought it, only 30 percent said they were highly satisfied with their bank's investment advice.

First published on August 27, 2006 at 12:00 am