APS Bank is leveraging customer feedback to provide a competitive edge. In the last year, the Malta-based bank has captured feedback from the equivalent of 20% of its customer base, via HappyOrNot terminals based in its branches.
“This enables us to identify what is working well and highlight areas for improvement, so we can devise strategies to improve our customers’ experience,” said Scott Lee Holloway, CCXP and Senior Customer Experience Manager, APS Bank.
“Customers can share feedback with us via all channels where they interact with us. Their feedback is captured and routed directly to the bank’s Voice of the Customer team,” he added.
HappyOrNot Terminals were rolled out across the bank’s 11 branches two years ago, following a successful pilot. Since then, the data has enabled the bank to keep its finger on the pulse of customer satisfaction, which facilitates more effective decision-making.
Feedback captured by the units has shaped the bank’s mobile banking strategy, identified which branches are under pressure, and even helped to get the air conditioning fixed.
“The terminals help us track customer sentiment in our branches day-to-day,” said Holloway. “It helps us identify what is most important for customers, such as reducing waiting times.”
The software on the terminals enables Holloway to compile weekly and monthly customer sentiment reports. The holistic reports are circulated to senior management, the brand management teams and individual branches.
The reports play a vital role promoting customer-centric thinking across the bank.
“The reports are a storytelling platform for us… they are very important in driving change across the organisation,” Holloway explained.
APS’ customer-first approach has been accelerated by CEO, Marcel Cassar, who has championed a customer-centric approach. Since his arrival, the Voice of the Customer team has grown to four people, as the bank has undergone a rapid growth phase.
Cassar “really walks the walk and truly embodies the values that we promote”, said Holloway.
“There is real leadership buy-in, which helps elsewhere in the business,” he added.
According to Holloway, the regular feedback is often used to fine tune the bank’s operations. For instance, feedback from customers when we transitioned to our new digital banking solution revealed that some customers still wanted to retain their secure keypads used in online banking, as opposed to switching to APS’ mobile banking app.
“Customer feedback is a journey — not a destination. As customer expectations evolve rapidly, businesses must adapt and innovate to meet their needs and exceed their expectations,” commented Holloway.