Case Study: Outstanding Services

Written by Moh Heng Goh | Mar 26, 2021 3:18:29 PM

Outstanding Service

In support of the vision of being recognized as the number one bank in outstanding service in AllSafe Bank established a set of service principles that form the foundation of all customer support.

  Respect every customer, every time  
 
  • Greet others with a smile, whether in person or on the phone.
  • Give your customers 100% of your time and focus.
  • Remember to say “thank you” and show your appreciation.
  
  Don’t leave customer guessing  
 
  • Talk and write in language your customers can understand.
  • Explain what you’re doing, why, and what happens next.
  • Ensure your customers know how to contact you.
  
  Take responsibility  
 
  • Follow up when you say you will.
  • Take the time to know what your customer needs.
  • When problems arise, focus on solving instead of blaming.
  

Figure 1 Customer Segments – Products and Services

As a result of the above AllSafe Bank has established a set of customer service standard that address it web site up-time, email response time monitoring and customer service in general. The following illustrates the translation of the above principles into actual practice.

Outstanding Service Measurement Metrics

 

Service Principle Service Standard Goal
Respect every customer, every time Call monitoring Score 5 (on 5-point scale)
E-mail monitoring Score 5 (on 5-point scale)
Rating on “Mystery Shopper” survey Score 5 (on 5-point scale)
Don’t leave customer guessing Statement timeliness 100% mailed out on time Average teller wait-time  < 4 minutes during peak times < 2 minutes during nonpeak times
Average time to answer (phone) 20 seconds (branch) 10 seconds (HQs)
Time to respond (e-mail)  100% within 24 hours
Take responsibility  Complaints resolved on first contact 95%
Transaction error rate  Zero errors
Web site up-time  99.7%

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