You know that building a loyal customer base is critical to the success of your financial institution, but the Satisfaction or NPS measures you have place don’t seem to link to the amount of banking customers conduct with your institution.  Sound familiar?  You’re not alone.

1. The Proven Link to Share Growth
Wallet Allocation
Rule® Certified

2. • Harvard Business Review published research finds:
‒ Fewer than 1 in 20 firms achieved net income growth of at least five
percent for five consecutive years.*
‒ Once growth stalls, the odds of ever resurrecting even marginal growth
rates are very low.**
Sustainable growth is hard to achieve
* MCGRATH, RITA GUNTHER (2012). “HOW THE GROWTH OUTLIERS DO IT,” HARVARD BUSINESS REVIEW. 90 (JANUARY-FEBRUARY), 110-116.
** OLSON, MATTHEW S., DEREK VAN BEVER, AND SETH VERRY (2008), “WHEN GROWTH STALLS,” HARVARD BUSINESS REVIEW. 86 (MARCH), 50-61

3. TWO PATHS TO GROWTH
1. Acquire new customers.
2. Grow spending with existing customers.

4. THE PROBLEM: CURRENT METRICS DO NOT LINK TO CUSTOMER SPENDING
On average Satisfaction &
Net Promoter Score explain
only 1% of customers’ share of
spending.

5. CUSTOMER SATISFACTION HAS LITTLE RELATION TO MARKET SHARE
Wells Fargo
Citi
Bank of
America
Chase
ALL Credit
Unions
0%
20%
60 70 80 90
MARKETSHARE
SATISFACTION LEVEL
Banks & Credit Unions

6. THE REASON STANDARD METRICS FAIL AND THE WALLET ALLOCATION RULE WORKS:
• Janet and John appear to be equally satisfied.
• Both would be classified as “Promoters” using the Net Promoter Score
(NPS) system.
Satisfaction Ratings Do Not Tell Enough of the Story

7. Everything Is Relative to Competition
• Janet & John also use the same two competitors, but rate them
very differently.

8. Rank Matters!
• Different ranks result in different spending behaviors. Janet is
going to spend significantly more with your company than John will.

9. Backed by rock-solid science.
THE SOLUTION:
MaxShare™: A True Predictor of Share Growth
• The Rockbridge MaxShare™ solution is the only Wallet Allocation Rule® Certified product
on the market—as a result, it is proven to link to share growth.
• A revolutionary new discovery—the Wallet Allocation Rule®—
strongly links satisfaction and loyalty metrics to share of wallet.
‒ The Wallet Allocation Rule® was introduced in the Harvard Business Review and won the Next Gen Disruptive
Innovation Award.
‒ The Wallet Allocation Rule® has undergone numerous, rigorous scientific tests. More important, it has passed
them all!
• The Wallet Allocation Rule® was created by Rockbridge Chief Strategy and Client Officer
Tim Keiningham, Ph.D. (with academic colleagues from Fordham University and
Vanderbilt University).

10. * NOTE: MAXSHARE™ USES THE WALLET ALLOCATION RULE® TO CALCULATE SHARE OF WALLET.
KEININGHAM, TIMOTHY L., BRUCE COOIL, EDWARD C. MALTHOUSE, ALEXANDER BUOYE, LERZAN AKSOY, ARNE DE KEYSER, AND BART LARIVIÈRE (2015), “PERCEPTIONS ARE RELATIVE: AN EXAMINATION
OF THE RELATIONSHIP BETWEEN RELATIVE SATISFACTION METRICS AND SHARE OF WALLET,” JOURNAL OF SERVICE MANAGEMENT. VOL. 26, NO. 1, 2-43.
0 0.1 0.2 0.3 0.4 0.5
Net Promoter Score
Recommend Intention
Satisfaction
MaxShare™*
Correlation to Changes in
Share of Wallet Over Time
THE PROOF
Strong Correlations to Changes in Share of Wallet

11. DATA FROM: LERZAN AKSOY (2013), LINKING MEMBER SATISFACTION TO SHARE OF DEPOSITS: APPLYING THE WALLET ALLOCATION RULE IN CREDIT UNIONS, PUBLICATION NUMBER 290 (2/13), MADISON,
WI: FILENE RESEARCH INSTITUTE. MY CREDIT UNION IS A PSEUDONYM FOR A USA-BASED CREDIT UNION.
MaxShare™ Identifies Where Your Customers’ Money is
Going
NumberofFinancialInstitutions
UsedbyMyCustomers

12. TIMOTHY KEININGHAM, LERZAN AKSOY, AND LUKE WILLIAMS, WITH ALEXANDER BUOYE (2015), THE WALLET ALLOCATION RULE: WINNING THE BATTLE FOR SHARE, HOBOKEN, NJ: JOHN WILEY AND SONS,
FIGURE 3.6, P. 61.
MaxShare™ Identifies What Really Drives Share, Not Just
Satisfaction
0% 10% 20% 30%
Environment
Range of offer
Accessibility
Speed
Customer service
Convenience
Drivers of Share of Wallet
0% 10% 20% 30%
Convenience
Accessibility
Speed
Customer service
Range of offer
Environment
Drivers of Satisfaction
Convenience Environment

13. TIMOTHY KEININGHAM, LERZAN AKSOY, AND LUKE WILLIAMS, WITH ALEXANDER BUOYE (2015), THE WALLET ALLOCATION RULE: WINNING THE BATTLE FOR SHARE, HOBOKEN, NJ: JOHN WILEY AND SONS,
FIGURE 3.6, P. 61.
Did you choose your financial institution because it was good at solving problems it
created for you?
Or is it more likely the fee structure was more desirable?
0.0% 2.0% 4.0% 6.0% 8.0% 10.0%
Branches
Deposit interest
Financial advice quality
Products offered
Internet banking
Fee competitiveness
In-bank service
Complaint resolution
Drivers of Satisfaction for Credit Unions
0.0% 2.0% 4.0% 6.0% 8.0% 10.0%
Internet banking
Branches
Products offered
In-bank service
Financial advice quality
Deposit interest
Complaint resolution
Fee competitiveness
Drivers of Share of Wallet for Credit Unions

14. The MaxShare™ Process
Capture metrics relevant to customers’ category spending
Determine share for your brand and competitors
Calculate the money going to competitors from your customers
Identify precisely why your customers use competitors
Prioritize the most impactful share growth opportunities

15. It’s Easy!
• All satisfaction and loyalty
metrics work with MaxShare™.
‒ The results are the same
regardless of the metric you
use to gauge the customer
experience (e.g. satisfaction,
recommend intention, Net
Promoter Score, etc.).
• So you don’t need to throw out
what you are currently
doing…you simply need to
apply the MaxShare™ solution.
MaxShare™ Helps You Grow
• Provides a true customer view of
your performance.
• Quantifies the money going to
competitors from your customers.
• Identifies what really drives
spending.
• Links to share growth.

16. FOR MORE INFORMATION PLEASE CONTACT:
Joseph Taliuaga
Director, Client Development
jtaliuaga@rockresearch.com
+1 703 757 5213 ext. 23
https://rockresearch.com/