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CEO Says Customer Service Reps Know What Customers Want
The chairman of San Francisco's Pacific Western Bankcshares, Inc., Phillip Boyce, recently shared some of his institution's ideas with the ABA Bankers Weekly (Jan 15, 1991).
New service ideas were implemented after learning from branch managers and customer service representatives what customers wanted. Mr. Boyce says, "Maintaining close relationships with these people in the branches is important, because they learn faster than anyone else what customers want and expect."
As a result of these exchanges, recent special projects have included offering treats for customers' pets, get-acquainted mixers at branches, CDs with special rates for senior citizens, 24-hour access to customer service representatives via a toll-free telephone number, Saturday banking hours, account information through the ATMs, and a consumer check-protection plan.
Whenever a new service is offered, the first to know about it are institution employees who are notified through memo and meetings. (Editor's Note: What an innovative idea!)
Following that, mailings are made to customers and advertisements produced.
Copyright © 1991 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 2, No. 2, 3/91
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