CASE STUDY:
BANK OF AMERICA

Overview: Bank of America is the USA’s largest consumer bank. It was the first to have a truly national retail franchise, has over 5,000 full service banking centers across 29 states. As a matter of corporate policy, these banking centers collect point-of-sale voice of the customer (VOC) data focused on the key drivers of customer delight and dissatisfaction.

Problem: The previous (pre-Opinionmeter) situation saw a single measure, capturing a Top-2-Box score at the banking center level. Detail at the associate level and information regarding the reasons behind the collected responses was not available. As a result, it was difficult for a banking center manager to diagnose the root cause of a poor score. Coaching varied by manager and often required a significant time investment. One goal was to increase the speed with which banking centers could move net customer satisfaction ahead from one level to the next. Another was to also improve the associate coaching experience as managers to give an additional tool to managers to augment their personal observations but with directly collecting the voice of the customer (VOC) and incorporating that into daily coaching activity.

Solution: Opinionmeter survey devices were deployed to those banking centers identified as under performing. The web-enabled devices provided real-time “voice of the customer” feedback at the point of-sale. The Web-based reporting allowed managers to view results in aggregate or filtered down to the associate level faster than before, and in greater detail.

Smart Coaching: Based on results from the VOC surveys, Banking Center Managers created action plans and were provided “Smart” (or targeted) coaching based on best practices of high performing banking centers.

Feedback:
“I found the opinionmeter to be one of the best mediums to capture the voice of the customer at the point of the customer’s experience. There is no easier or cheaper way today to capture customer data." - Steve Darrish, Senior Vice President

CASE STUDY: BANK OF AMERICA

CASE STUDY:
BANK OF AMERICA