DELUXE MARKETING SERVICES
A CASE STUDY ABOUT CONTINUOUSLY IMPROVING
CUSTOMER EXPERIENCES AND EMPLOYEE ENGAGEMENT
Interview with David Westerburg, Executive Vice President & Chief Operations Officer, Northwest Savings Bank
OVERVIEW
Goal
•
Continue the tradition of achieving award-winning customer
satisfaction scores.
•
Engage all employees in exceeding customer expectations and
establishing Northwest Savings Bank as the regional leader in
customer experience.
Deluxe Voice of
the Customer
allows us to
understand
what customers
desire so we can
clearly delineate
performance
expectations
for our frontline
staff.”
Challenge
•
Understand account holders’ expectations at a detail level for experience
design purposes.
•
Gather enough service-related information to make statistically
valid decisions.
•
Generate real-time feedback that can be used to reward or coach
front line employees.
Solution
•
Deploy Deluxe’s Voice of the Customer program, which uses Northwest
Savings Bank’s own customers to provide immediate online feedback,
rather than hire mystery shoppers who aren’t conducting real
transactions and don’t perfectly reflect the customer base.
Impact
•
Northwest Savings Bank recently ranked highest in customer satisfaction
in the Mid-Atlantic Region, according to the J.D. Power 2014 U.S. Retail
Banking Satisfaction Study.
© DELUXE ENTERPRISE OPERATIONS, LLC. ALL RIGHTS RESERVED.
2
DELUXE MARKETING SERVICES
A CASE STUDY ABOUT CONTINUOUSLY IMPROVING CUSTOMER EXPERIENCES AND
EMPLOYEE ENGAGEMENT
•
The bank’s experience design is based on statistically valid data from its
own account holders.
•
Employees strive to be recognized for achieving perfect service scores
from customers.
INTERVIEW
Deluxe: Congratulations on your J.D. Power award. This is not your first
one, is it?
Westerburg: J.D. Power has given us the highest retail banking satisfaction
score in our region four times in the last five years. We were also on the 2014
“Bank Honor Roll” by Keefe, Bruyette & Woods and included on Forbes’ 2014
list of “The Top 50 Most Trustworthy Financial Companies in America.”
Deluxe: To what do you attribute your success?
Westerburg: It’s definitely our employees. It’s our mission to take care of
them and give them the tools to succeed. In return, they take excellent care
of our account holders. They understand that customer satisfaction and
customer experience are top priorities.
Deluxe: In what way is Deluxe’s Voice of the Customer contributing to your
high customer satisfaction ratings?
Westerburg: Deluxe Voice of the Customer allows us to understand what
customers desire so we can clearly delineate performance expectations for
our frontline staff. Our staff knows what behaviors we expect from them
from the time the customer arrives on the premises, until they drive away.
Deluxe: It sounds like you have been able to standardize the customer
experience across all your branches.
Westerburg: Yes, that’s true. But we are also very dynamic and will make
changes if we see patterns in the comments we’re getting. We know if we sit
still, our competitors could move beyond us.
Deluxe: How long have you been collecting customer satisfaction data?
Westerburg: We’ve used Deluxe to help us measure customer satisfaction for
many years. We are able to get very specific, actionable data in near realtime. We are able to catch people doing the right thing and reward them -and coach up those who need some help.
© DELUXE ENTERPRISE OPERATIONS, LLC. ALL RIGHTS RESERVED.
3
DELUXE MARKETING SERVICES
A CASE STUDY ABOUT CONTINUOUSLY IMPROVING CUSTOMER EXPERIENCES AND
EMPLOYEE ENGAGEMENT
Deluxe: How many customer satisfaction reports are you receiving
each year?
Westerburg: We are “shopped” 6,500 times per year. We provide a list of
potential customers to Deluxe. We don’t screen the list in any way, yet we
receive a statistically valid number of reports for all our branches.
Deluxe: Are you asking questions specific to your financial institution?
Westerburg: Deluxe has a proven survey tool that accommodates a few of
our own questions. However, 95 percent of the questions we ask are Deluxe’s
standard ones.
Deluxe: Who reviews the survey data, and how often?
Westerburg: The regional and branch managers are notified throughout
the day when there is a shop. Most of them will login to the dashboard and
get the results right away. They understand the importance of providing
immediate feedback to their employees. Personally, I log on to the dashboard
portal every morning, usually on my iPad®. I read all the previous day’s
surveys – and that could be 20 to 30 reports.
Deluxe: How do your employees feel about receiving so much feedback?
Westerburg: Our people take customer satisfaction and experience very,
very seriously. They appreciate the feedback and it has inspired a healthy
competition among branches and people. Everyone wants those perfect
scores so they can be recognized on our intranet and congratulated by
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senior management.
Deluxe: What feedback would you give Deluxe about the Voice of the
Customer program?
Westerburg: I’d say that Deluxe’s Voice of the Customer program really
works – and it is one of the reasons we are so successful.
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DeluxeFinancialServices
@deluxe.com
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© DELUXE ENTERPRISE OPERATIONS, LLC. ALL RIGHTS RESERVED.