Global Customer Satisfaction Monitoring
The Banking Sector Experience
International Survey Unit, PricewaterhouseCoopers UK, Northern Ireland.
Customer retention is of primary importance to any organisation – keeping hold of customers, especially the profitable ones, is key to the success of their business. Similarly the ability to attract new customers is a critical determinant of growth and survival in an expanding global marketplace. The ability to retain and attract customers is driven by high levels of service and satisfaction across market and product lines. Organisations in not only the financial services sector face increasing competition and as such must be ahead of the game in terms of understanding and responding to customer needs. This paper investigates the challenges presented by the implementation of a customer satisfaction monitoring programme on a global scale and draws on experiences from research which PricewaterhouseCoopers International Survey Unit have conducted on behalf of clients within the banking sector.