1) Community banks enjoy higher customer satisfaction and loyalty than large banks, but lag in cross-selling additional products to existing customers. On average, community bank customers only have 2.61 deposit and loan services compared to 3.13 for large bank customers.
2) This is largely due to community bank customers having lower incomes and education levels on average. Community bank customers make $48,948 annually compared to $58,266 for large bank customers.
3) To close the cross-selling gap, community banks will need to address this strategic disadvantage related to customer affluence, in addition to expanding their product offerings and marketing capabilities.