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While most banks haven’t fared too well this year in trustworthiness, according to a Forrester report Citibank (NYSE:C), JPMorgan Chase (NYSE:JPM) and Bank of America (NYSE:BAC) are near the bottom of the list for large banks. HSBC was the absolute dead last in being considered trustworthy by respondents.

Other banks considered among the worst included Fifth Third, Capital One and TD/Commerce.

Forrester presented 4,500 participants in the survey with this statement: “My financial provider does what’s best for me, not just its own bottom line.”

Wealth management was especially castigated by survey respondents, getting the worst ratings from customers of the overall financial sector, including the insurance industry.

It would be wrong to assume this is largely because of the economic crisis and the tendency to blame big banks for the problems. Instead, the last seven years have had the giant banks ranked as the worst among financial institutions providing services.

Those able to fight that trend and rank higher are banks whose employees are free to settle disputes beyond strict parameters in place by the banks. Working to satisfy the customer and take care of the problem instead of only following the official company policy is rewarded by higher customer satisfaction.

All of this is much more than bragging rights though, as banks look to these surveys and studies in order measure how they are perceived by their customers and expanding their customer base with new clients.

There is also the high likelihood that their existing customers, even if they decide to continue to do business with the bank as they are, will withhold from expanding their business and spend their money elsewhere.

Along with insurance companies, other top rated financial institutions included Credit Unions, regional banks and the United Services Automobile Association (USAA).

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