Customer Satisfaction Research with High-Asset Banking Customers
A savings and loan institution wants to better understand the needs and desires of both current and potential customers with significant assets. This research explores the reactions of a range of qualified participants to several special service options, to determine the likelihood of increasing the loyalty of existing depositors and attracting new ones.
Identify and recruit qualified participants. Elicit an open discussion about a traditionally taboo subject - managing wealth and the role of banking institutions.
A series of focus groups in the local market served by the client.
Discovered that most participants were satisfied with current levels of service although several existing practices stood out as particularly unpopular. The new proposed programs (a significant risk and potential expense to the client) were deemed to be largely unnecessary and unappealing.
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