The objectives of the research study are
to understand what comprises service excellence and to test whether the bank’s
service is the best available. It also seeks to identify areas of
dissatisfaction/improvements required by customers, establish customer advocacy
and to track changes to these over time. Due to the customers involved in this
research the approach requires both a temperate and careful judicious approach.
Charterhouse recommended a 3 or 4 stage approach, encompassing both qualitative and quantitative research, which will be repeated annually. Phase 1 will be with Relationship Manager and will comprise 5 depth interviews and 1 focus group. Phase 2 will comprise 12 face-to-face depth interviews with both customers and customer advisors. Phase 3 will be a quantitative approach comprising 200 x 10 minute telephone interviews administered via select, hand picked senior interviewers, to ensure a light but sophisticated approach is adopted. A forth phase may include further research with any customer types that require further understanding of any areas of dissatisfaction. All customers will be selected for interview via Relationship Managers.
The results will provide the bank with a better understanding of any service elements that require further attention to ensure the overall service excellence is maintained.