To address customer retention issues Wachovia Bank, a US financial services company, recognised that performance shortcomings could not be solved by management fiat and launched a programme to survey thousands of customers using the bank's branches, call centres, and web site each week, Surveys were followed up by phone to ask a subset of customers to rate the quality of their experience. The results were tracked and each branch was ranked by its customer loyalty score. By tackling the problem a...

BPIR Categories

1.1.3 Design customer surveys

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