Understand what earns trust, loyalty and growth
RMS helps financial organizations understand the people, experiences, markets and opportunities shaping stronger, supported business decisions.
BANKING RESEARCH
What do you need to understand?
RMS can measure satisfaction, loyalty, Net Promoter Score (NPS), ease of doing business and specific service experiences across branch and digital channels, then identify the factors most strongly connected to retention and recommendation.
Relevant RMS research approaches: Customer Surveys • NPS • Experience Tracking • Voice of the Customer (VOC)
RMS can compare experience and performance across locations, identify branch-level patterns, assess wait times and service standards, and distinguish operational issues from broader market-awareness challenges.
Relevant RMS research approaches: Mystery Shopping • Branch-Level Analysis • Surveys
Market research can identify audience segments, untapped demographics or emerging markets, unmet financial needs, competitive perceptions, decision drivers and life-stage opportunities that can sharpen acquisition and marketing strategies.
Relevant RMS research approaches: Customer Segmentation • Market Opportunity • Trend Analysis • Brand Research • Product Research
RMS can compare the moments that shape the experience across channels and identify where service delivery, convenience, wait time or digital interactions create friction.
Relevant RMS research approaches: Experience Surveys • Mystery Shopping • UX • Channel Analysis
Closed-account research can uncover reasons for attrition, competitive usage, unmet needs, service issues
and the conditions that could influence a former customer to return.
Relevant RMS research approaches: Closed-Account Surveys • Competitive Assessment • Interviews
RMS can study market awareness, location convenience, customer behavior, competitive saturation and unmet needs to help evaluate an underperforming branch or inform expansion decisions.
Relevant RMS research approaches: Market Opportunity • Image & Awareness • Location Analysis • Competitive Assessment
Image and awareness research can measure unaided and aided awareness, brand perceptions, competitive position and the attributes that influence consideration among current and prospective customers.
Relevant RMS research approaches: Brand Awareness • Community Surveys • Market Research
Research can explore awareness, perceived value, usability, trust, channel preferences and adoption barriers, helping financial institutions prioritize product, security, digital and communication improvements.
Relevant RMS research approaches: Product Research • New Product/Service Feasibility Studies • Customer Surveys • UX • Focus Groups
CREDIT UNION RESEARCH
What do you need to understand?
Member satisfaction alone doesn’t tell the whole story. RMS can measure satisfaction, loyalty, likelihood to recommend, ease of doing business and the specific experiences that strengthen—or weaken—the member relationship. We can also identify which aspects of the experience are most strongly associated with loyalty and retention.
Relevant RMS capabilities: Member Satisfaction Surveys · NPS · Experience Tracking · Key Driver Analysis · Member Segmentation
A member doesn’t necessarily have to close an account to become less valuable or less engaged. RMS can explore why members are “soft switching,” shifting deposits, loans or everyday banking activities to other institutions, uncover unmet needs and competitive influences, and identify what could strengthen the primary relationship.
Relevant RMS capabilities: Member Surveys · Attrition/Closed-Account Research · IDIs · Competitive Research · Loyalty & Retention Analysis
RMS can help identify what younger and prospective members expect from a financial institution, how they perceive your credit union, which products and experiences matter most, and what prevents awareness from becoming membership and membership from becoming a deeper relationship.
Relevant RMS capabilities: Prospective Member Research · Gen Z/Millennial Research · Segmentation · Brand Awareness · Product Research · Focus Groups
Credit unions often compete on personal service, trust, community connection and a member-first experience. RMS can measure whether members actually experience those differentiators, which attributes matter most to them, and where the experience may be falling short of the brand promise.
Relevant RMS capabilities: Member Experience Research · Brand Research · Key Driver Analysis · Qualitative Research · Mystery Shopping
Being known is different from being considered. RMS can measure unaided and aided awareness, brand perceptions, competitive position, community reputation and the attributes prospective members associate with your credit union, helping determine what drives consideration and where awareness gaps exist.
Relevant RMS capabilities: Image & Awareness Studies · Brand Equity Research · Community Surveys · Competitive Analysis · Prospective Member Research
Low adoption may reflect awareness, perceived value, usability, trust, communication or simply a mismatch between what the credit union is promoting and what members actually need. RMS can help identify the barriers and determine which improvements are most likely to increase consideration and use.
Relevant RMS capabilities: Product Research · Member Surveys · Focus Groups · IDIs · Concept Testing · Digital Experience Research
RMS can evaluate whether communications, offers and educational content align with member priorities. Research can identify which topics members value, preferred communication channels, message effectiveness and opportunities to personalize outreach by member segment or life stage.
Relevant RMS capabilities: Communications Research · Message Testing · Member Surveys · Focus Groups · Segmentation · Concept Testing
Members experience your credit union in many places: at the branch, over the phone, through your website and mobile app, and during important interactions such as opening an account or applying for a loan. RMS can identify where experiences differ, where friction occurs and which interactions have the greatest effect on the overall member relationship.
Relevant RMS capabilities: Transaction Surveys · Member Experience Surveys · Mystery Shopping · Branch-Level Analysis · Digital Experience Research
RMS can combine member and market perspectives to understand location convenience, branch usage, market awareness, competitive presence, unmet needs and channel preferences—helping inform decisions about expansion, relocation, optimization or changes in how a branch serves its community.
Relevant RMS capabilities: Market Opportunity Research · Image & Awareness · Member Surveys · Community Research · Competitive Analysis · Branch Experience Research
FINANCIAL RESEARCH JOURNEY
Exponential opportunity means research to match financial relationship growth
From a single question to an ongoing listening system
Listen
Customers, members, prospects and former customers.
Compare
Branches, channels, segments, and experiences.
Diagnose
Identify loyalty drivers and friction points.
Prioritize
Focus on the changes that matter most.
Track
Measure progress over time.
HOW WE ANSWER YOUR QUESTIONS
Financial services research in practice
CREDIT UNION CASE STUDY
Improving Client Experiences at a Credit Union
Ongoing new-member and post-transaction surveys helped identify experience patterns across branch and online interactions.
BANKING CASE STUDY
Customer Satisfaction & Brand Awareness
Research examined satisfaction, loyalty, financial needs, awareness, brand equity and changing channel preferences.
MYSTERY SHOPPING
Banks & Credit Unions
Mystery shopping evaluated service standards and opportunities across in-person and telephone experiences.
From our Finance Client Community
RELATED SERVICES
Use the right approach for the question
SERVICE
Surveys & Intercepts
Customer/member satisfaction, NPS, transaction and relationship feedback.
SERVICE
Market & Product Research
Brand awareness, market opportunity, segmentation, and product/service needs.
SERVICE
Mystery Shopping
Observe the customer experience through realistic branch and service interactions.
What do your customers or members really think?
Tell RMS what you’re trying to understand. We’ll help determine the right approach.