Research shows that customers find it difficult to define quality service, but they can certainly tell you when they have not received it! Every financial institution, by its own performance, sets a standard for service quality. In order to impact a customer’s perception of service, an institution must perform at a level higher than that expected standard. High quality customer service enhances brand loyalty, increases customer referrals and nurtures advocacy. A program that highlights service quality is a vital link in the retention of customers and the development of new relationships.
Ongoing assessments of the customer experience provide organizations with actionable information to provide interactions that differentiate your institution from trade area competitors. Using mystery shoppers to evaluate your organization’s sales and service performance is an excellent way to measure development activities and reward employees for their contributions. Mystery shopping programs also give your supervisors and managers an additional tool to evaluate performance and identify training needs within their work areas.