SITUATION: RESULTS: United Community Bank (United), who has United added more than 43,000 new deposit built their culture as The Bank that accounts and 161,000 new services; SERVICE Built – and is recognized as one increased the number of products per of the industry’s top performing banks, was household by 0.5; and boosted core deposit seeking an increase in new customer balances $641 million. Additionally, United’s acquisition, core deposit growth, cross sell key metrics have all improved. But the area expansion with existing customers and that has really impacted the bottom line is the market share. improvement in Needs-based Selling; which has a direct correlation to the increases in SOLUTION: customer satisfaction and advocacy scores. One of the keys to their success was a service quality program through Customer CSP’s program, working in concert with their Service Profiles (CSP) that measured and sales management effort, United Express, tracked the customer experience utilizing has resulted in a significant improvement in actual United customers to provide in- United’s employees’ ability to assess and person evaluations after a recent banking respond to customer needs – which has had a experience. This produced a clear and dramatic impact on the increase in customer timely voice of the customer that provided deposits and market share. actionable customer knowledge for United executives and managers. CSP conducted a statistically valid number of evaluations across United’s entire branch network and then identified key drivers of the customer experience for each retail position. The results of these key criteria were then compared to the scores of peer-group benchmarking to produce an actionable service quality improvement roadmap. The Craig Metz, United’s EVP of Marketing commented, “Thanks to CSP’s Service Quality Enhancement program, our bank has consistently improved our customer care scores… the timely knowledge makes our employees much more effective in delivering exceptional customer service.” “CSP has had a major impact on everyone in the organization in assessing and responding to customer needs which has improved our core deposit growth, cross sell effectiveness, retention and market share. The CSP data plays a significant role in the management of our business and assuring our brand promise of being: The Bank that SERVICE Built.” CSP model made it easy for United Craig Metz EVP of Marketing United Community Bank managers to focus on the key criteria that For more on United’s service culture, please would lift United’s key metrics. log on to www.ucbi.com for more information.
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