Keeping tabs on customer service.: An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on June 1, 1993. The length of the article is 1707 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Customer service has become a buzzword for the banking industry in the 1990s. In order to determine the appropriate measures that need to be taken to improve customer service, there should first be an assessment of the current state of customer satisfaction. A low-cost tool in tracking the quality of customer service in banks is the 'tell-us-how-we're-doing' comment cards. However, since only the two extremes of customers, very satisfied and very unsatisfied ones, are the chief users of comment cards, a survey may be used as a supplement. On the other hand, mystery shoppers may be used for detailed reports of customer service. Focus groups composed of eight to 12 customers are effective tools in obtaining candid comments. Customer complaint is another indicator of the quality of customer service, as well as employee turnover and decline in new accounts. Each of the seven benchmarks discussed have their own pros and cons, and should thus be used together with others.

Citation Details
Title: Keeping tabs on customer service.
Author: Steven Austin Stovall
Publication:Bank Marketing (Magazine/Journal)
Date: June 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n6 Page: p29(2)

Distributed by Thomson Gale