Truist considers client reaction after combination snags

Early last fall, Truist Financial in Charlotte, North Carolina, discovered itself in a beneficial position.

The $536 billion-asset business had made huge gains in a yearly bank track record study. It was ranked as having an “excellent” track record, ranking in the leading 25% of big U.S. banks.

These days, nevertheless, some consumers have a really various viewpoint about Truist after the business finished an innovation combination over Presidents’ Day weekend in February. For some customers, the core systems conversion — the last and biggest such occasion needed to integrate BB&T and SunTrust Banks into the juggernaut now called Truist — led to postponed access to their money, problems triggering and utilizing their brand-new Truist debit cards and extremely long haul times for client service.

The last of Truist’s combination in February included moving almost 7 million tradition SunTrust consumers to a brand-new digital system, rebranding 2,000 branches and setting up approximately 6,000 Truist indications throughout the business’s footprint.


Since the switch, mad and annoyed consumers state they have actually invested hours on the phone attempting to deal with the problems. Some have actually looked for assistance at branches. Many have actually aired their complaints on social networks. Others ended up being so exasperated that they submitted problems with bank regulators.

In March, the Consumer Financial Protection Bureau got 527 problems versus Truist, according to the firm’s customer grievance database. That’s up more than 81% from the variety of problems submitted in January, and more than 120% greater than the number submitted in March 2021.

“It’s been extraordinarily frustrating and confusing,” stated Branden Lisi, a small company owner who was on hold for hours attempting to buy a service charge card for among his shop supervisors. 

Lisi, who opened a SunTrust organization account in 2007 when his business broadened to Atlanta, did not end up submitting any problems versus Truist. But he’s now trying to find a brand-new bank, he stated. 

“I do not want to spend time, effort or energy finding another bank,” stated Lisi, who likewise has some individual accounts at Truist. “But my experience with Truist has been universally not good.”

A comprehensive — and prolonged — combination procedure

Truist’s last systems conversion was, by all accounts, a huge endeavor. It included moving almost 7 million tradition SunTrust consumers to the brand-new Truist digital system, rebranding 2,000 branches and setting up around 6,000 Truist indications throughout the business’s footprint.

It was likewise the conclusion of a painstaking innovation combination that Winston Salem, North Carolina-based BB&T and Atlanta-based SunTrust started preparing more than 3 years back when their hit merger was revealed. The technique went something like this: examine each business’s existing innovation stock, decide on the very best elements and dispose of whatever stayed while developing digital channels for mobile and electronic banking applications from scratch.

Early in the combination preparation phase, the last systems conversion was anticipated to take place in mid-2021. But the pandemic forced Truist to postpone the task as infotech personnel and other suppliers focused on necessary jobs such as establishing remote-work abilities, presenting the Paycheck Protection Program and assisting consumers get access to branches where lobbies had actually closed.

Still, not all of the combination work was stalled. During an almost two-year duration, Truist closed branches, diminished its back-office area and updated client contact centers, ATMs and digital payment systems. It moved Truist Securities and its wealth brokerage and wealth trust systems onto brand-new platforms. And it transitioned tradition BB&T consumers over to Truist’s brand-new digital system.

Bill Rogers, CEO of Truist, image with background

“Our team did an incredible job in resolving client challenges with urgency and with a view toward long-term client and teammate experience improvements,” Truist CEO Bill Rogers stated throughout the bank’s April 19 revenues call. “My commitment, though, is that we will not rest until every client is satisfied.”

In preparation for the last systems conversion, Truist carried out 2 “successful dress rehearsals,” one in December and another in January, CEO Bill Rogers informed experts throughout the business’s fourth-quarter revenues call. At that time, he revealed optimism about the real conversion.

“The momentum we have going into 2022 — combined with being ‘one Truist’ across all dimensions, technology, digital, brand, products, process — gives me great confidence in our performance and potential as we make and complete this pivot,” Rogers stated throughout the Jan. 18 call.

‘Nothing they might do’

But when the switch lastly took place, there were snags. According to a letter that Truist sent out to consumers in March, “a small subset” of the business’s customers “experienced challenges,” such as having problem triggering debit cards and withstanding uncommonly long haul times, in the days that followed the conversion.

The business stated there were “no broad system issues” and asked forgiveness to those impacted, stating it was “deeply sorry for the stress and frustration this caused.”

For some consumers, nevertheless, the difficulties produced by the combination have actually been difficult to bear. Issues raised in problems on Twitter and Facebook have actually run the range from non-active and missing debit cards to non-operating ATMs to problems utilizing particular functions of mobile and electronic banking. 

Many of the problems have actually focused on client service, with consumers informing stories about waiting hours to speak to an agent or never ever handling to reach anyone at all.

Last month, John Runyan, who ended up being a SunTrust client in 1984, tweeted Truist straight after a service check that he transferred into his Truist account was placed on a 10-day hold. His message: “It took Truist just two [months] after taking over Suntrust to end our 38-year banking relationship. You cashed my deposit, you were paid, but your branch manager can’t free the funds for 10 days and I can’t phone staff. See you later. Did I mention your website sucks?”

In an interview, Runyan stated that he did not understand in the beginning that business check was postponed. That was an issue, as his spouse had actually currently started designating the funds. When they got in touch with Truist by phone, they were informed the check was unattainable since Runyan had actually forgotten to sign an internal revenue service refund check that the couple transferred on the very same day as business check.

“So she goes into a branch in Alexandria (Virginia) and I go into a branch on Capitol Hill and neither branch manager could offer a solution,” stated Runyan, who runs a public affairs seeking advice from company. “There was nothing they could do. Every ounce of authority had been taken away.”

The check was lastly launched, however the experience left a mark. A couple of weeks after the occurrence, Runyan opened 2 accounts at Bank of America, where he has an existing relationship, and stated he is now in the procedure of moving funds and closing the Truist account.

“I hope to never again be at the mercy of a bank that can put my financial reputation at risk while lacking the ability to correct the error,” he stated.

Truist up until now has actually not reacted straight to Runyan’s Twitter post.

On Wednesday, a representative for Truist stated the business cannot talk about particular customer matters due to the requirement to secure the personal privacy of those customers.

An uptick in customer problems

Plenty of Truist consumers have actually submitted problems with the CFPB and other regulative bodies. Companies typically react to such problems within 15 days, however in many cases they might have up to 60 days to offer a reaction.

Spokespeople for the CFPB, the Federal Deposit Insurance Corp. and the North Carolina Commissioner of Banks decreased to comment about the problems they have actually gotten.

But an analysis of the most current details on the CFPB customer grievance database exposes a few of the issue locations following Truist’s February combination. Of the 527 problems submitted in March, 256 — or 48.6% — had to do with “checking or savings accounts.” Of those 254, 229 had to do with “checking accounts,” the database revealed since Wednesday.

In March, “mortgage” issues gathered 109 problems, and “credit reporting, credit repair services or other personal consumer reports” created 56 problems.

The 527 problems in March were broken down into particular classifications. Issues associated to “managing an account” topped the list with 189 problems, followed by 80 problems about “trouble during payment process” and 31 problems about “incorrect information on report.”

Complaints to the CFPB are not confirmed separately by the bureau. Rather, the CFPB sends them straight to business to get a reaction. The problems are released in the CFPB’s database after a business has actually verified that it has a relationship with the customer, or after 15 days of being informed of the grievance, whichever precedes. 

Truist is not the only business that has actually experienced a boost in CFPB customer problems at some time throughout the previous year. The variety of problems in March amounted to 61,957, a boost of 50.5% from the very same month in 2021, according to the database.

Marcia Tal, a previous Citigroup executive, examines the CFPB database as part of her work as CEO of Tal Solutions, an information analytics business that has actually produced a platform called PositivityTech to assist banks discover development chances by evaluating their own client problems.

Tal examined Truist’s problems and kept in mind the “marked increase in the number of complaints” throughout March. She likewise compared the portion of extreme problems about Truist versus the portion of extreme problems about pre-merger BB&T and SunTrust.

“While BB&T and SunTrust would have had 9-10% of complaints in the highest severity category, Truist is about 16%,” Tal informed American Banker in early April. “That’s a way of saying there are more frustrated customers post-merger than within each institution pre-merger.”

Of course, Truist isn’t alone when it concerns client problems throughout and after a merger. Last October, when PNC Financial Services Group in Pittsburgh finished the conversion following its acquisition of BBVA U.S.A., the CFPB database taped 305 problems versus PNC, a boost of more than 50% from September. The conversion included transitioning 2.6 million consumers, 9,000 staff members and almost 600 branches throughout 7 states over to PNC.

In November, the variety of problems versus PNC decreased to 281, the database reveals.

It’s difficult to state whether there were as lots of or more issues with Truist’s combination compared to offers of comparable sizes, stated Stephen Scouten, an expert at Piper Sandler who covers Truist.

“There is always noise around large integrations, and this is one of the biggest we’ve seen, certainly in the last 10 years, so some of it was expected,” Scouten stated.

One most likely reason that the variety of problems versus Truist increased so considerably: a boost in consumer-to-consumer interactions on social networks platforms. Consumers who utilize social networks are filling each other in about how to make protests versus banks, stated Rajesh Vijayaraghavan, an assistant teacher at the University of British Columbia Saunder School of Business in Vancouver.

“What I found as one of the most interesting ways in which this escalated [at Truist] was the grassroots efforts of the Facebook community and the messaging [between] Truist customers,” Vijayaraghavan stated. “I think that is telling around the way that we consumers seek support when we are frustrated, and we can’t get directly to the companies that we do business with.”

Truist reacts

Truist itself has actually resolved the problems on numerous events, acknowledging that there were issues — which some difficulties stay. During its first-quarter revenues contact April and later on last month throughout the business’s yearly investor conference, Rogers stated that while the combination was “successful overall,” it was “impossible” to finish a job this big completely.

“Our team did an incredible job in resolving client challenges with urgency and with a view toward long-term client and teammate experience improvements,” Rogers stated throughout the April 19 revenues call. “My commitment, though, is that we will not rest until every client is satisfied.”

To assistance resolve the issues, Truist is “increasing the staffing in [its] contact centers, putting enhanced technology solutions in place and fixing certain processes to enhance the overall customer experience,” Rogers stated throughout the investor conference.

Truist decreased to make an executive readily available for an interview. The business likewise decreased to state the number of personnel would be contributed to the call centers and when, what the existing typical wait time for client service presently is, whether a callback function will be contributed to prevent long haul times and the number of inspecting accounts were closed in the weeks following the combination.

Scouten stated he was amazed that Rogers raised the problems throughout the current revenues call.

“It’s one of those things that banks tend to brush under the rug because it’s not financially attributable, and those calls are about numbers and strategy, and this was more like a mea culpa,” he stated.

The problems are making some consumers reconsider their existing or future relationships with Truist. Tim Herzog, an information researcher in the Washington, D.C., location, was a tradition SunTrust client with numerous monitoring and financial investment accounts at Truist. Earlier this year, as he prepared to begin a small company, he opened a brand-new organization inspecting account at the bank.

But a couple of weeks after the conversion, Herzog stated that he and his spouse went to their branch to update their safe deposit box. Despite having a consultation, they waited thirty minutes without any service prior to they quit and left the branch, he stated. The set made a fast call to neighboring rival Burke & Herbert Bank in Alexandria, where they got a bigger safe deposit box that very same day.

On Wednesday, Herzog stated he has actually chosen to change his small company accounts to Burke & Herbert and close the small company accounts that he formerly opened at Truist. 

“Originally we thought it made sense to have all or most of our accounts at one bank,” Herzog stated. “But if all of our accounts are [at Truist] and every single question, no matter how trivial, becomes a one-hour wait, then it becomes a liability. I regret opening the new checking account.”

Whether the difficulties will have a long lasting influence on Truist’s track record stays to be seen. Despite the unfavorable stories from existing consumers, the business — which is now the No. 7 biggest bank in the nation based upon possessions — will still bring in brand-new consumers, Scouten stated.

One favorable indication: the variety of CFPB problems in April presently amounts to 372, which is considerably lower than the March overall, according to the most recent numbers from the database. The April figure will likely be modified as the CFPB continues to evaluate the problems. 

“I do think there will be some reputational damage at the local market level, especially the smaller markets,” Scouten stated. “But again with a deal that large, you know it’s not going to be perfect.

“So you try to do the best you can and minimize the impact to customers and hope that any reputational damage is not catastrophic and there’s not a long-term impact … and that once you get past that, the normal operating procedures are not disruptive any longer,” he stated.


A news media journalist always on the go, I've been published in major publications including VICE, The Atlantic, and TIME.

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