<Recent analysis of a general customer loyalty survey for a community bank and telephone debrief of the results. This FI has conducted this survey five times since 2007. The survey includes three specific questions that are widely accepted as a good measure for customer loyalty: Overall satisfaction with the FI (Satisfaction), Likelihood to come to the FI for additional financial services (Loyalty), Likelihood to recommend the FI to others (Advocacy).
Account holder data needs to be both actionable and all-inclusive. Surveys aren’t enough. Andrew Huber explains how Harland Clarke’s “bottom up” approach leads to account holder insight that directly impacts business performance.
I don’t have to tell you that an effective voice of the customer program is not the same as painting the bathroom. It’s not a one-off project, but a long-term strategy whose goal is to improve how an account holder experiences all aspects of your financial institution, enhancing customer satisfaction and value over time.
Data-driven, customer satisfaction, customer loyalty, customer-centric… these are phrases that occupy a marketer’s mind on a daily basis. Digital marketing strategies are formed by emotionally understanding the consumer, reaching him/her...