Comments
Webster Bank Targets Dissatisfied Customers for Retention, Cross-Selling
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Byurcan
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Byurcan,
User Rank: Author
8/1/2014 | 9:35:10 AM
Re: Research in action
But mostly you'd be freaked out.
Becca L
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Becca L,
User Rank: Author
7/31/2014 | 4:12:29 PM
Re: Research in action
If I left a tweet and suddently had an e-mail or phone call to address it, I think I'd be a bit freaked out they've connected my twitter username with my cell phone number (after all, my twitter/linkedin/facebook is not someting I offer when creating a bank account). On the whole though, I would be impressed by the effort.
Kelly22
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Kelly22,
User Rank: Author
7/31/2014 | 4:08:36 PM
Re: Research in action
True, I bet this tactic would have a positive effect on someone who voiced dissatisfaction through Twitter then received a call from the bank - you're right, most people probably don't expect that. At the very least, the angry customer would have to acknowledge the bank is making an effort to improve service. 
Becca L
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Becca L,
User Rank: Author
7/30/2014 | 7:30:16 PM
Re: Research in action
This is inspiration to start taking those surveys!

To your point about voicing opinions through Twitter and Facebook, Kelly, people are often braver behind a computer screen than when confronted face to face or over the phone. Online, they expect that feedback to go into the void. Giving them that jolt of personalized interaction is bound to create some wow-factor (someone is actually listening!).
Kelly22
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Kelly22,
User Rank: Author
7/30/2014 | 2:33:45 PM
Re: Research in action
Looks like Webster is making strides in its customer experience strategy, and this article illustrates the power of consumer feedback and personalized interactions. I'd be interested in learning how this research aligns with data from social media as well. As we've seen, plenty of customers like to voice their opinions through Twitter and Facebook, and I feel like that info could also help with this initiative. 
KBurger
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KBurger,
User Rank: Author
7/30/2014 | 1:54:39 PM
Research in action
We hear a lot about voice-of-the-customer (VOC) research, it's interesting to read about a bank actually putting this into action and getting results. I wonder to what extent they are able to use this info in conjunction with info they obtain from social media -- is it apples & oranges or are they able to compare feedback, follow-up and results? Are there differences in the feedback from "formal" research compared to what comes in via social media?


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