Background
A smaller, non-systemic Greek bank, aiming to strengthen its market presence and improve customer loyalty, recognized the need to adopt a more customer-centric approach. With the goal of enhancing customer satisfaction across all service channels, the bank sought to reorganize its operating model to deliver a more consistent and integrated customer experience.
The bank enlisted our expertise to examine and improve its customer-facing processes across various touchpoints, including in-branch interactions, online banking, mobile applications, and other communication channels. Our task was to assess the bank’s current state of customer service, identify areas for improvement, and develop an organizational model that would clearly define responsibilities and foster accountability in delivering customer satisfaction.
The Challenge
The core challenge was to reimagine and streamline the bank’s approach to customer service, ensuring seamless interactions across different customer segments and channels. Key goals included:
- Developing a customer-centric operating model: One that emphasizes accountability for customer satisfaction outcomes across all service teams.
- Standardizing customer experiences across branches, online channels, and other touchpoints.
- Implementing tailored service models that address the unique needs of different customer segments, including individual clients and specialized groups like public sector customers.
Our Approach
- Comprehensive Assessment of Customer Processes: We conducted a thorough analysis of customer-facing processes across all service channels. This review covered in-branch services, digital platforms (web and mobile), and centralized customer service units.
- Segmented Service Models: Recognizing the diversity of customer needs, we proposed service models tailored to distinct customer segments. These models specified the optimal ways to interact with and support various client groups, ensuring that the service approach in branches, centralized customer teams, and digital platforms was aligned with the expectations of each segment.
- Integrated Organizational Structure: We designed an organizational model that clearly assigned responsibility for managing customer relationships and achieving customer satisfaction goals. This structure included defined roles and accountability measures for each customer service function, promoting a more cohesive and responsive service delivery framework.
- Modernization of Customer Interaction Channels: Recommendations were made to enhance digital platforms, including web and mobile applications, to create a seamless, modern customer experience. This involved upgrading the user interface, streamlining navigation, and implementing features that foster better engagement and quicker support.
By reengineering its customer service operations, we helped the bank integrate in-branch and digital channels into a cohesive, customer-centric model. This transformation has enhanced responsiveness, strengthened customer relationships, and positioned the bank as a modern competitor in a dynamic market.
Outcome
The restructured customer service operating model was successfully implemented, positioning the bank to engage customers in a more streamlined and customer-focused manner. By aligning service delivery methods across in-branch, online, and mobile platforms, the bank was able to ensure a consistent and satisfying customer experience, significantly improving overall customer satisfaction.
Impact
Through this reorganization, the bank achieved its goal of establishing a customer-centric operating model. The new structure clarified accountability for customer service outcomes, improved the bank’s responsiveness to customer needs, and helped build a reputation for reliable, customer-focused service across multiple channels. The bank is now well-positioned to compete with larger institutions, presenting itself with a modern, customer-first image that resonates strongly with its clientele.
