|Author(s): T.R. Rao, Francis D'Souza
Collection: Financial Services 2005
Keywords: Choice Modelling, Customer Loyalty, Customer Satisfaction Studies
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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The focus of this paper is the design of a Voice of the Customer feedback program for the multinational bank, Standard Chartered Bank (SCB), thereby ushering in a major transformation from a sales-oriented culture to a customer-oriented culture.
SCB, with the development of an all-encompassing 'Outserve' the competition theme, built different metrics of performance for evaluating different customer experiences relevant to their strategies in each market.