FranklinCovey

Global SPEED of Trust Practice

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Commercial Banking Industry Profile

FranklinCovey Global Speed of Trust Practice

For your Trust Profile contact your FranklinCovey representative

Industry Trust-At-A-Glance

Commercial Banking Industry Profile

Introduction
The SPEED of Trust Industry Trust-At-A-Glance examines consumer trust messaging about top companies in the Commercial Banking Industry. Using new technologies in linguistics and statistics, FranklinCovey Global Speed of Trust Practice can extract trust messaging on websites, blogs, news sites, and many other sites including social media sites -- chatter across the entire Internet about your company and your competition. What makes a company credible with clients, suppliers, distributors, investors, consumers, and other stakeholders? The SPEED of Trust Industry Trust-At-A-Glance goes to the heart of web chatter about the companies in your industry. The quantification of language allows unbiased examination of consumer chat about your company, your competition and the industry.

The Data
The following analysis is based on Fortune 1,000 companies in the Commercial Banking industry. The data used in the following analysis is from blog sites, news sites, top ranked Google sites, and selected social media sites per company.

Commercial Banking Industry

The companies used in the Industry Analytics are:
Citigroup Bank of America Corp. J.P. Morgan Chase & Co. Wachovia Corp. Wells Fargo U.S. Bancorp Capital One Financial Bank of New York Mellon Corp. SunTrust Banks State Street Corp. National City Corp. Regions Financial BB&T Corp. PNC Financial Services Group Fifth Third Bancorp KeyCorp Marshall & Ilsley Corp. Northern Trust Corp. Comerica M&T Bank Corp. Synovus Financial Corp. Popular Zions Bancorp. Huntington Bancshares Commerce Bancorp First Horizon National Corp

The Analytics
The analysis is based on FranklinCoveys SPEED of Trust principles as outlined in Stephen M.R. Coveys book The Speed of Trust.

Four Cores of Credibility

The 4 Cores of Credibility focus on Character (Integrity and Intent) and Competence (Capabilities and Results). Building on Character and Competence analysis, FranklinCovey has developed linguistic analytics regarding the 4 Cores of Credibility comparing you to your competition and the industry.

13 Behaviors of High Trust

The 13 Behaviors of High Trust focus on how you and your competitors are messaging Trust and how that trust is being received by consumers. Do they think your message is direct and clear or do they think you are ambiguous and evasive? Do they see you as courteous or discourteous? Do they see you righting wrongs, delivering positive results, getting better, accountable and responsible, and do they see you as listeners and keeping commitments? This analysis goes to the heart of the Speed of Trust.

Analysis based on comments from 4.5 million Internet sites

FranklinCovey Global Speed of Trust Practice
For your Trust Profile contact your FranklinCovey representative

Commercial Banking Industry Profile

Average Trust in the Industry
Trust in the Commercial Banking Industry steadily trended downward during 2009. What is your Trust position in the industry?
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

Industry Character vs. Competence Issues

Competence issues negatively impacted Trust in the Commercial Banking Industry more than Character issues. What are the major Trust issues affecting your company? Character Competence

Significant Credibility Elements

Capabilities is the most significant Credibility Element negatively impacting trust in the Commercial Banking Industry. What are the most significant Credibility Elements impacting your company and competition?

Integrity

Intent

Capabilities

Results

Strengths: Integrity, Intent, and Results Weaknesses: Capabilities Critical Area: Banking Services; especially On-line Services Industry Action: Continue to strengthen Integrity (focusing on security), Intent (focusing on sentiment about programs), and Results (focusing on trust in delivering promised results). Work to strengthen Capabilities which is strongly focused on On-line Services.

FranklinCovey Global Speed of Trust Practice

For your Trust Profile contact your FranklinCovey representative