Bank of America urges employees to provide better service

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When it comes to customer service, Bank of America is apparently going back to basics.

The bank had the lowest score among national banks in the most recent American Customer Satisfaction Index, and big banks in general lagged thrifts and small banks. Bank of America CEO Brian Moynihan sent a letter to all 270,000 employees informing them that better customer service is now a priority at the bank.

"Giving an example of how to improve customer service, Moynihan says in the letter that customer call centers should provide the same 'problem-solving approach' to helping customers as the bank's Merrill Lynch financial advisers and U.S. Trust private bankers, which work with wealthier clients. The letter also highlights efforts to provide more clear communications with customers and initiatives to put investment specialists and mortgage loan officers in branches," according to the Chicago Tribune.

The detailed strategy was not released in the letter, but employees will no doubt be hearing more about this. The company kicked off a new customer service push this week, and meetings with top company executives about customer service will be scheduled soon.

In the end, it's the little things that might prove helpful at the retail level. A simple smile would do wonders. On the phone, a perky voice always helps. No matter how good the service, surly reps leave a sour taste in the mouths of customers.

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