Abstract:

This paper outlines the research programme which has been instituted to monitor the multifarious aspects of the Customer First Programme instituted in Lloyds Bank. This is initially planned to span two and a half years. The elements of the research are related both to staff, at whom the programme is aimed and customers, who are the ultimate 'consumers' of the service the Bank provides. In addition to qualitative monitoring of the impact and effectiveness of all of the training and instructional activities, there is a continuous monitor of the staff attitudes to the Programme. Customer evaluation of service standards are monitored through the medium of a massive two year research study which commenced in March 1987, following an intensive pilot phase. Samples of personal customers are surveyed by means of a self-completion postal questionnaire. All branches will be covered over the two years in twenty four matched groups.