Abstract
M.Comm.
The aim of this study was to prove the effectiveness of a Customer
Service Index in improving customer service in a financial services
environment. For this purpose, the implementation of a CSI in WesBank
Corporate Finance was used as a case study.
The success of this service strategy was dependent upon constant
interaction with the customer in order to identify specific needs, to
measure the delivery of these requirements, and to monitor the
responses received from the customer base.
By making comparisons between the two CSI's used, it was possible to
discern a significant improvement in the ratings concerning various
aspects of WesBank's service to customers, in addition to an increase in
production, profitability and professionalism.
The overall success of this measurement strategy was made possible by
the total commitment and dedication of the entire staff of the
organisation, and is clearly evidenced by the high standard of service
quality which was attained, and is being maintained, through the
implementation of this monitoring system.