The state of your bank's current culture can be measured through employee surveys. Market share is generally a measurement of how well a financial institution is doing when compared to its competition. You can measure your bank's market share by comparing your customer base to the total potential customer base. Or you can look at the percentage of customers' financial activity with your bank vs. the entire amount of transactions they conduct at banks, brokerage firms, thrifts, and other financial service providers. Without a well-designed and professionally conducted customer survey, this latter statistic is difficult, if not impossible, to determine.
Customer satisfaction includes customer attitudes about service quality and product offerings.
Service quality as indicated by customer satisfaction levels can be determined through surveys, mystery shoppers, or a combination of the two. Product offering satisfaction can be measured by using surveys, personal interviews, or focus groups. Potential customers may be positively or negatively influenced by your bank's public image and reputation. Consumer product companies spend millions of dollars building brand recognition and acceptance. Organizations that provide financial services also work hard to build name awareness and a positive public attitude toward that name.