Managing Customer Satisfaction in Agent Banking

This Note (Briefing note: 111) discusses the design and implementation of a Channel Satisfaction Measurement and Management (CSM) exercise, which seeks feedback from mobile-banking (m-banking) customers on areas that influence take up and use of services.

Areas that necessitate understanding the customer’s perspective to improve m-banking solutions include the product, cost, marketing, process and service provided by the agent. The paper states that:

• Product should be easy to use and in demand;
• Operating procedures should be simple and user-friendly;
• Agent should provide care and attention;
• Customers should be comfortable in the location in which they conduct the transaction and should be provided with clear and transparent documentation;
• Cost of the service plays a part in determining the extent to which customers will use it;
• Promotional efforts should be effective.

The CSM helps to understand the extent to which the product satisfies customer concerns and make amendments accordingly. Data from a CSM helps to enhance the value proposition of the m-banking product, when conducted in conjunction with a channel or agent CSM, which obtains feedback from agents.