Many banks and credit unions rely on customer metrics like NPS, CSAT, and CES to track loyalty. But without the context of customer comments and sentiment, leaders can miss early-warning signs of attrition hidden behind positive scores.
To tackle this problem, Support EXP today announced its new “Beyond the Score” brand and methodology, designed to help financial institutions pair traditional CX measurement with authentic voice-of-the-customer analysis. The approach reveals hidden risks, prioritizes action, and helps leaders protect customer relationships before it’s too late.
“Numbers are signals, not the full story,” says Rhonda Sheets, Founder and CEO of Support EXP. “Without the context of real customer language — their tone, urgency, and friction points — organizations risk assuming satisfaction while erosion is already underway.”
A recent case shows how metrics can mislead. A credit union member rated their experience an NPS of 8, yet left shortly after, writing, “Not having live tellers is a huge inconvenience… I left and opened an account with [another bank].” The score suggested loyalty; the comment revealed imminent departure.
Industry analysts call this “silent attrition” — a growing issue as competition for customer relationships intensifies. Studies show that a significant percentage of departing customers give high scores in the months leading up to their exit.
“Beyond the Score means listening differently, acting earlier, and leading with insights as real as your customers’ words,” adds Sheets.