THE BEST RESPONSE

We have a precept here at BIG/PCBB that no employee should complain without offering a reasonable solution for improvement. That is why (and rightly so) some clients were critical of our assessment of how banks handled a recent website mystery shopping exercise that we conducted during the 1Q. As previously reported, most banks failed to score a passing grade - either because they ignored our initial inquiry to open a business account or gave an inadequate response. Since bankers felt that we should offer a solution to our criticism, we went to work. After surveying those banks that garnered the highest scores, we created our own e-mail response and had a 7 member focus group rate each submission. Based on this research and input, we have created a short, concise automatic e-mail response that should put web inquiry users immediately at ease. This response comes from a personalized e-mail address, assigns a tracking number in order to monitor quality assurance, sets expectations, gives a time of expected response, provides a follow-up number in case satisfaction is not achieved and includes a cross-selling promotion designed as an "Inquiry Thank You." The net result of this response should be to not only stem rising customer frustration to an inquiry or potential problem, but to showcase superior customer service. The document takes response one step further and turns superior customer service into a selling opportunity - something that is not done enough at banks. If you would like a copy of this well-tested and high scoring response form, send us an e-mail and we will send you one for your royalty-free use or edification.