Market Positioning
St.George typically promotes itself as more friendly and customer-service oriented than the "big four" banks operating nationally in Australia, although it is now a part of the Westpac Group. The Bank was previously recognised as a customer service leader in third party surveys, but the 2010 CHOICE consumer survey shows customer satisfaction is on par with the other "big four", lagging behind small credit providers. More recent surveys show the bank is beginning to regain some ground in the customer service stakes with growth in Net Promoter Scores for the brand.
Despite its roots as a building society specialising in home and consumer lending, today the Bank provides funding to a variety of specialist industries and market segments including commercial property construction and development, invoice discounting, interest rate hedging, foreign exchange, trade finance and automotive finance (formerly the Barclay Bank Business). The Automotive Finance division also operates under St.George Finance Limited and St.George Motor Finance Limited (a subsidiary of St.George Bank) and has been rebranded in Victoria under the relaunched Bank of Melbourne.
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