By Sue Doyle, SVP, Retail Banking
On a semiannual basis, we invite customers to rate how well North Shore Bank is performing in nine areas across three different categories: interaction with the bank and its representatives; products and services; and service experience. Our loyalty target goal is a score of 88 percent.
Nearly 1,200 customers returned a response to our May survey. Our average loyalty score was 85.15, with room to improve to meet our target. Customers rated us highest in these areas:
- Trustworthiness
- Easy to do business with
- High-quality customer service
- Personalized customer service
- Knowledgeable people aware of my needs
- Engaging and timely communications
What did we learn from our customers?
Technology
For the most part, customers overwhelmingly appreciate online banking options, including the features, ease of use, and convenience offered by online channels. But while customers appreciate the time savings associated with online options, they have a clear expectation that the systems need to continue improving as fast as new technologies become available.
Staff
Clearly, the biggest differentiator for our customers is the superior service they receive from North Shore Bank staff. They love feeling known (by name, face, or situation), being served by knowledgeable bankers, and having their questions answered and their needs anticipated. Customers especially appreciate being treated well in high-stress situations — the following situations were specifically mentioned: death, fraud, stolen cards, and funds shortages.
The verbatim responses below demonstrate the appreciation customers have for our staff:
“Whenever I have had an occasion to speak with a rep, suggestions to improve my service have been anticipated before I have verbalized them!”
“Everyone at my North Shore Bank knows me. I feel like family when I go in there. We take care of business, but they are also caring about me personally and how my life is going. I have cancer, and they are always asking me how I am doing, how am I feeling, how are my test results. They are genuine. I love my North Shore Bank. We have been customers there since 1985.”
“The tellers are familiar with myself, husband, and grandson … making our banking friendly, which gives me confidence in them.”
“When I go into the bank (which is not very often, because I do my banking online), they still greet me by my first name, as though I was a member of the family. I have never had this type of treatment at any other financial institution.”
“Most of the people at North Shore Bank seem to be a higher caliber than other banks. A lot of banks hire inexperienced people that don’t seem to know what they are doing.”
Trust
Building trust has more to do with individual relationships with bankers than it does with the bank as a whole. Several people also mentioned that doing what you say you are going to do (individually and as an organization) builds trust.
What can we do to improve our scores? Here are a few suggestions:
Follow SOAR Together principles during every customer interaction. Our friendly, helpful, happy people who smile, know our customers and their needs, and are knowledgeable are the most important things our customers tell us they appreciate.
Customers appreciate free ATMs. Our continual promotion of 25,000 surcharge-free ATMs through the MoneyPass network should be an ongoing focus that provides an opportunity to educate customers.
And chip-card debit technology and online and mobile banking updates that create easy access to account information are appreciated.