A bank’s customer service is more important than its image

In a study of 14,000 bank customers, 55 percent of respondents indicated they would leave a particular bank if they experienced poor customer service. A bank’s image only mattered to 27 percent of respondents. Furthermore, the extensive survey showed that the role of a local, branch office of a bank is changing dramatically as more banking functions are done online. Branches need to be keenly attuned to what their customers need and want, change their services accordingly, and then they need to provide excellent customer service along the way.

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