A study from consulting firm JD Power has found a strong correlation between customers' likelihood to switch banks and their perception of a bank's "authenticity".  JD Power used a matrix of a dozen attributes such as credibility, integrity, "brand relationship," history and continuity to conclude that customer-owned banks and direct banks have the lowest share of customers likely to switch in the next 12 months (5 per cent and 6 per cent, respectively). Customers of the Big Four banks have the highest potential to switch (18 per cent). Banks which rate strongly on "authenticity" also have a higher Net Promoter Scores and higher levels of satisfied customers, JD Power said. These findings have resonance with the latest set of NPS customer data from Roy Morgan Research, which found banks outside the Big Four continue to have notably higher scores than the majors. These smaller banks now have higher NPS than prior to the Royal Commission, while the Big Four are still making up lost ground.