CASE STUDIES—MENTON BANK
Study Questions
1. Identify the steps taken by Menton Bank to develop a stronger customer orientation in its retail branches.
2. Compare and contrast the jobs of CAR and CSR. How important is each (a) to bank operations and (b) to customer satisfaction?
3. Evaluate the strengths and weaknesses of Karen Mitchell and other candidates for head CSR.
4. What action do you recommend for filling the head CSR position?
Problems and issues
In this case, the manager and customer service director of Menton Bank’s Victory Square branch were selecting the new head CSR. Three candidates had their own strengths and weaknesses. With previous promotion criteria for
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Firstly, Karen Mitchell, who was the best choice based on the previous evaluation criteria, was challenging for selling skills and ranked the fourth with new criteria. Karen had excellent operational skills (Rank 1) with fast, accurate and professional performance. She had good relationship with fellow CSRs and customers. Three and half years teller experience was sufficient for promotion. She also showed that she wanted to take more responsibilities. However, on the downside, Karen’s selling performance was poor and showed resistance for bank’s new policies. Although the managers had talked to her to improve the selling skills, she still thought that CSRs and tellers were nearly the same position to provide fast and accurate operation, not selling. If Karen was promoted to the head CSR, the assignment and operational works would be performed well, but the selling performance might decline. The number of customers might be retained or even increased, but the profit might go down.
Secondly, Jean Warshawski, who was ranked the second place under the new evaluation criteria, had excellent selling performance (Rank 1). She had strong ability to recognize and identify the customers and their needs. She had good relationship with fellow CSRs and customers. She had three year teller experience including the part-time period. Her work was also well organized. But her operational performance
3. For your current organisation (or one that you are familiar with), describe the policies and procedures that relate to customer service. Why is it important to follow these policies and procedures?
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One of the main issues that customers faced when visiting a branch, was the unavailability of their service provider. Managers wanted to close this gap in service design by providing individualized services to their customers to understand their needs and build interpersonal relationships with them. The best way to achieve that was by assigning an account team to each customer. The team consisted of bankers who worked closely with the customer to figure out their needs and offer them solutions. This initiative have also managed to close the listening gap-1 which increased the customers’ satisfaction level.
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1 – Applicant fails to mention any concepts related to customer services or problem solving ability.
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Employees were selected on the basis of their location, keenness, past track records and their ability to perform. This ensured deliverable, exclusive and round the clock banking services feasible.
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Menton Bank had historically focused on corporate businesses, an its share of the retail consumer banking business ha declined in the face of a aggressive competition from other financial institutions. Menton Bank’s new focus is on customer service, trying developing a stronger consumer orientation at the retail level. The goal is to seize the initiative in marketing the ever increasing array of financial services now available to retail customers (Lovelock, Wirtz, pg. 521)