Customer Satisfaction Case Study

HomeTrust Banking Partnership

Customer Satisfaction

Business Objective:

The HomeTrust Banking Partnership, a partnership of five banks in cities from the mountains to the Piedmont in Western North Carolina, desires to deliver top-notch service to its customers.  To achieve this goal, the bank wanted to develop a program that would measure and track customers' satisfaction with the service they receive at each of HomeTrust's branch locations.

Research Objective:

Research Inc. was engaged to develop and implement an ongoing customer satisfaction program called Service Meter.  Research Inc.'s Service Meter program measures customers' overall satisfaction with the service they received the last time they were in the branch, how well employees follow bank guidelines when interacting with customers, and how the bank can better meet customers' needs at the branch level.

Methodology:

Towards this end, Research Inc. implemented the Service Meter program whereby a select number of customers of each of HomeTrust Bank's branches are asked to complete a brief telephone interview following a visit to the branch.  The program was implemented twice per year since 2004.

The Result:

Research findings are used to compare branch performance across all markets, reward exemplary employee performance, and enhance training programs.  Positively, the bank's customer service efforts are witnessed in the marketplace.  HomeTrust Bank was voted "Best Bank" by the readers of the Asheville Citizen-Times in 2006 and 2007 and for the years 2005-2007, the bank was voted "Best Bank" and "Best Customer Service" by the readers of the Waynesville Enterprise Mountaineer and "Best Senior Friendly Business" by the readers of the Waynesville Enterprise Mountaineer in 2007.