Case Study
Purpose
Improve customer service, with an emphasis initially around sales, but then extending throughout the entire bank. In particular, the focus was on improving internal customer service with employees at the bank. Upon the initial review of its current state, BSB identified several challenges that they needed to overcome: It needed to provide a wider array of new services. It was not optimizing its potential, even with limited resources. Customers’experiences with the bank were not generally aligned with BSB’s brand or desired reputation. There was a gap between its goal of caring for customers and actually demonstrating that care.
Process
Over a two-year period from 2012-2103, World Class Benchmarking was asked to host a major sales rally for hundreds of its sales associates. World Class Benchmarking is the only organization who has ever been asked to come twice in a row, because of the demand of sales associates for the programming they provided. Afterwards, World Class Benchmarking developed an internal customer service program, that included agendas, leader guides, workbooks, power point, handouts and other materials. After the program was developed and piloted, train-the-trainer development was provided to their staff, so it could continue to offer the program to its employees. Improvement Strategy included: Clarify core nonnegotiable values, vision, and standards. Identify behaviors that bring the company values and brand to life. Align processes and leader and employee behaviors to the nonnegotiables for optimal performance. Enhance the overall customer experience. Enhance the overall employee engagement. Identify ways to add value for the customers and employees, as well as to the organization’s operational and financial bottom line. Increase market share and enrich reputation in the community.
Payoff
The result of the “You Matter More” campaign garnered Bangor Savings Bank numerous awards for excellence in service and growth. In 2016, J.D. Power and Associates ranked Bangor Savings Bank highest in New England for Retail Banking Customer Satisfaction for the second consecutive year. The J.D Power study includes banking customers nationwide for opinions on various aspects of their banking experience, including facilities, product offerings and fees, various channel activities, and the overall quality of personal interactions—all of which were affected by the initiative.
