Magazine article American Banker

How Do You Maintain Service Quality When Customers Are Getting Their Products Delivered Electronically?

Magazine article American Banker

How Do You Maintain Service Quality When Customers Are Getting Their Products Delivered Electronically?

Article excerpt

YOU HAVE TO REDEFINE SERVICE quality. For example, we pay a lot of attention to ATM downtime. This is an issue that gets our top executives' attention. We are striving for no downtime.

Another thing we watch is how many calls we lose over our telephone-banking lines because a customer was kept holding too long.

For every new delivery channel, we create a new level of service standards, measure them, and make sure we keep them.

YOU HAVE TO LOOK AT THE consumer's needs. If a consumer is using an ATM, he's doing so because he wants to. We don't believe that the electronic delivery methods take away at all from the customer's ability to call a person or visit the branch in person. But the need for convenience and lack of spare time are driving customers today to find quick, easy ways to do the things they need to do. They're discovering new ways to make their lives easier.

With Wachovia's personal banker strategy, we allow a customer to bank with us in whatever way is convenient for his lifestyle. We set the stage so our customers know that they have a relationship manager whom they can go to with problems or concerns.

But we've also positioned ourselves so that our customers would have more access to their accounts. That's what our research said the customers wanted.

YOU HAVE TO DEVELOP A perceptible service difference. You can't implement electronic delivery successfully without upgrading the quality of your service people. You have to take your people's competence up to the next level. Bank employees will have to become less order takers and more financial planners.

CHEMICAL WORKS REAL HARD AT that. Quality service, whether it's through the branch, an automated teller machine, or a personal computer delivering home banking, is of utmost importance to us.

We monitor customer satisfaction and we respond if things are not working the way they're supposed to. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.