Santander had a customer service problem: where 62% of their customers were describing their experience as ‘poor’. Despite having many of the best products, customers wouldn’t buy them and for every 10 new primary account customers, they would lose nine existing ones.
Mind Gym developed a radical Customer FIRST programme to engage all levels to turn to face the customer. The key lay in opening the managers’ eyes to the impact of their behaviour on their team, and their customers; and to equip them with the skills to delight customers.
A series of half-day learning bites for all branch managers followed, which they cascaded on to the employees in their branch, with a bit of help from their regional manager.
12 months later, the results are emphatic. The continuous slide in customer service has been reversed with a percentage change of 4%. After the previous 36 months of decline, average branch customer satisfaction now shows increase of 5% in working together, and 13% delivering to customers.
Santander won the Your Money award for Best National Branch Network for overall customer experience in July 2012 and again in 2013. As well as the Moneywise customer service award for Most Improved Bank.
The project also scooped the LPI bronze award for External Learning Project of the Year.
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