By: Nancy Steadman
The use of social media websites, such as Facebook and Twitter, have become popular mediums for gauging customer sentiment and gathering useful feedback. However, mystery shopping is re-emerging as a popular method many banks are employing to conduct direct customer satisfaction research.
A recent survey highlighted the customer service successes and failures of a range of banks and credit unions, and showed there is still room for improvement when it comes to gaining new customers, Rate Watch reports. The findings found that all bank representatives across a spectrum of small banks, large institutions and credit unions were friendly, helpful and knowledgeable regarding their product bases.
However, the study also revealed weaknesses in certain customer service areas, which if corrected, may help institutions grow in the future. For example, cross-selling other products, asking customers if they prefer to sign up the day they arrive and gathering contact information for follow-up calls were named as three strategies banks should focus on in order to improve a consumer's experience and increase their new customer acquisition rates.
In addition, mystery auditors reported that "people skills," such as greeting consumers at the door and making small talk, also played a significant role in building a more positive experience.