Award Validates Regions Bank’s Customer Experience Initiatives

Regions Bank has received its fair share of customer experience accolades, and its most recent are notably significant: According to the 2017 Temkin Experience Ratings, Regions Bank is the highest ranked bank in the U.S.

The 2017 ratings evaluated more than 300 companies from across 20 industries, ranging from banks to supermarkets to retailers, and more. What’s more, Regions also tied as the fourth-highest rated company across all industries. Only Publix, Chick-fil-A, and the supermarket H-E-B ranked higher.

Regions Financial Corporation is a member of the S&P 500 Index and is one of the nation’s largest full-service providers of consumer and commercial banking, wealth management, mortgage, and insurance products and services. Regions serves customers across the South, Midwest, and Texas, and through its subsidiary, Regions Bank, operates approximately 1,600 banking offices and 2,000 ATMs.

David Sherrill, senior vice president, customer experience manager, Regions Bank, talked to Loyalty360 about the prodigious honor.

“It validates that our customers are positively responding to our efforts to identify and meet their needs—including the need to have an excellent experience at every touch point within the company,” Sherrill explained. “Whether it be in our branch, utilizing our online or mobile offerings, our contact center, or our ATM network, we want our customers to be able to have a great experience and have the ability to bank when, where, and how they want.”

A good customer experience at Regions doesn’t happen by accident, Sherrill noted.

“Regions is taking a very deliberate, prescriptive, and measurable approach to customer service,” he explained. “In 2013, Regions began an initiative called Regions360 with a goal of developing deeper relationships with customers, which helps us identify their financial needs and deliver customized solutions that help them reach their financial goals. Since then, Regions has made the Regions360 approach a cornerstone of our company, and it has become engrained in the DNA of our culture. Associates throughout the company fully embrace this approach and it guides and directs our customer experience efforts.”

Sherrill is very proud of Regions Bank’s customer experience/customer service initiatives.

“Frankly, I’m equally proud of several factors,” he explained. “One is that our customers recognize the value we deliver, as evidenced by the Temkin rankings. I’m also proud of the dedication our 22,000 associates throughout the company have shown to the Regions360 approach. But, perhaps, I’m most proud of the fact that more of our customers now have the tools and resources they need to reach their financial goals. While we are still focused on creating excellent experiences with daily transactional needs, our associates are also getting to know our customers better. They are asking the right questions. And they are delivering solutions that help people get where they want to be financially. That’s true success. And as our customers become more successful financially, our relationship with them is strengthened. We create what we call ‘shared value.’ Shared value is defined by creating long-term value for our customers and our communities. Regions360 helps us create it.”d

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