Implementing the paradigm shift from satisfaction to loyalty

Date of publication: February 1, 2005


The focus of this paper is the design of a Voice of the Customer feedback program for the multinational bank, Standard Chartered Bank (SCB), thereby ushering in a major transformation from a sales-oriented culture to a customer-oriented culture. SCB, with the development of an all-encompassing 'Outserve' the competition theme, built different metrics of performance for evaluating different customer experiences relevant to their strategies in each market.

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