Trust in banking continues to slide, yet customers stay put
Two surveys into bank customers and the level of trust they give to the financial sector studies have thrown up some counter-intuitive conclusions. The common thread, though, is that while banks might be enduring a decline in trust, their customers have not left.In one of the surveys, the third iteration of an annual poll of more than 1,000 Australians carried out in June on behalf of financial services specialist agency Yell, there was a clear indication that trust in banks had fallen by eight per cent compared to the same period last year, while trust in financial advisers also dropped by six per cent.The continued negative headlines for the country's biggest banks, courtesy of the Hayne royal commission, saw banks slip one position to third in the overall trust index - with the damage relatively limited because financial advisers fell further - from third to fifth position. Superannuation providers remain the most trusted industry sector despite a decline of five per cent year-on-year.As in 2017, credit card providers were the least trusted on the index falling an additional three per cent from 2017.Nigel Roberts, founding partner at Yell said: "This year's results showed an acceleration in the gradual erosion of consumer trust that's still not being recognised by the industry as a whole. The question is whether there will be a significant commercial impact as new entrants emerge that don't carry the stigma of some of the established players."If so, the results of another survey by consulting firm Accenture indicate major banks could be in for a rough time in the next 12 months. In a survey of more than 2,000 Australian consumers, Accenture found that two-thirds (66 per cent) of retail bank customers are unwilling to share their financial data with non-banking organisations, which Accenture interpreted as "underscoring the challenge that fintech companies and other digital giants face in taking market share from established financial firms".However, the same research series also found younger consumers far more willing than older ones to share their data with third-party providers, indicating that the introduction of open banking regulations next year could pose a mounting threat for established banks. And despite the general anti-bank tone of the survey, 84 per cent of respondents said they would trust only their own bank with their financial data even if a third-party provider were to offer added benefits to secure access to the information, compared with 59 per cent of British consumers who said the same.