Industry Sector
Financial
Service Required
Customer Satisfaction Survey
Method Used
Telephone Survey
What They Needed
Marketing Means conducted RBS’s Industrial Partners telephone survey from 2008 to 2013, in partnership with Clicktools. This was a monthly telephone survey of, typically, 150 to 250 brokers who dealt with the bank’s business products, and was designed to ensure that RBS fully understands the support that they need and their awareness of the range of the Group’s products and brands.
What We Did
Marketing Means has also conducted several continuous surveys for RBS Group’s business customers, principally for its business banking arm, Lombard. We conducted a survey of 50-100 businesses each month from 2009 to 2012, to assess respondents’ satisfaction. This covered customers’ satisfaction with their loan agreement and with their relationship manager. We also collected their views on any contract hire and asset finance arrangements that they had made through Lombard.
We have also conducted a series of regular surveys (approx. 50 each month) with corporate customers of Lombard who had requested a quote for a loan but had not subsequently taken the offer forward. This information enabled Lombard to refine their customer service, and to better understand the outcomes of enquiries that they have received.
Just as for surveys of personal customers of RBS, our surveys of business customers included red flag alerts to trigger customer service recovery where necessary, in all cases only a very short time after the problem has been identified.
Outcome
Our telephone fieldwork interviewers are well-drilled in providing an efficient and trustworthy interface for clients of our customers such as RBS Group to provide their feedback. They are well aware of potential sensitivities that can be encountered in fieldwork for financial sector client. The fieldwork team have maintained a high conversion rate of completed interviews across all of the different surveys that we have conducted.
For more information on telephone surveys like those we conducted for RBS, please don’t hesitate to contact us.
