Measuring the customer satisfaction in Banking IndustryCustomer Research

Service Quality Analysis is to understand and measure the efficiency of the customer service department. In the case of financial institutions, it could be a in-branch customer service or tele customer service. How the service representative handles the customer complaints and queries is an important parameter to understand and take corrective actions on.

The CSAT research using SERVQUAL model focus on : 

  • What is the quality of service offered to my customers?
  • How does the quality of service correspond to customers’ expectations? 
  • Where are the quality of service not meeting the expectations?
  • What are the reasons for the same and how to improve it? 

Challenge

A major banking established wanted to understand the quality of service while dialing the bank’s customer service center. It wanted to measured various parameters like knowledge, behaviour, courtesy, handling of the queries of the employee 

Solution

Customer satisfaction research was administered  for a detailed analysis of customer behaviour, their satisfaction levels at different points in the journey. The project employed SERVQUAL framework and was intended to understand the quality of service while dialing the bank’s customer service center. It measured parameters like knowledge, behaviour, courtesy, handling of the queries of the employee. 

Results

Client was able to take corrective measures to improve customers satisfaction by understanding the problems their customers face during the service cycle. Further, the results were also used to identify the areas where customer service representative had to be trained. 

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Damian S
Vice President - Marketing (MENA Region), Large FMCG multinational

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