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Customer satisfaction is paramount in today’s markets, which are dominated by choice.
The employees at United Community Bank, for the fifth consecutive year, have the highest customer satisfaction in the southeast, according to JD Power, the global market research giant.
The U.S. Retail Banking Satisfaction Study, now in its 13th year, is the longest-running and most in-depth survey of the U.S. retail banking industry. The study measures satisfaction in six factors including channel activities; communication and advice; convenience; new account opening; problem resolution; and products and fees.
Satisfaction is measured on a 1,000-point scale, and United ranked among the best with a score of 854, six points ahead of its closest competitor.
The company discussed the award.
“This recognition validates the consistency with which we provide a high customer service experience. We believe that we deliver the products and services of a big bank in a much more personal and high touch way. Customer service begins with our people, who have a passion for helping others and for following the ‘Golden Rule,’ which is treating others as you would want to be treated.
“We want to continue to build our reputation for delivering personal, high-quality customer service, and not for the transactions that we do. The big banks are known for convenience and transactional banking. Since we do not offer as many locations or the nationwide convenience factor that the big banks do, we strive to differentiate ourselves by delivering a better customer experience. We want people to want to bank with us because they know that we genuinely care about them, we exist because of them, and we will go the extra mile to serve them.”
UCB focuses on building deeper relationships with the people and businesses it serves, thus improving their customer experience.
“We take getting to know our customers very seriously and going the extra mile to provide a unique customer service value proposition. We very closely follow our United Creed, which is centered around our focus on the customer experience. Our people successfully execute on our customer service strategy.”
By gathering customer insights that it can leverage to enhance the overall customer experience, UCB is able to deliver the highest level of service.
“We regularly conduct customer surveys in our branches. It is important for us to know what our customers think of us. It is a key determining factor in how we deliver our products and services.”
Elite levels of customer service are not new for the UCB business model, as the topic has been stressed since the founding of the company.
“Customer experience has always been a part of our business model. We instituted a formal Voice of the Customer program in 2003, and we continue to enhance it to ensure we are listening to customers when and where they are interacting with the bank. It is how this company has been successful. We talk about it each and every day and is a cornerstone of our culture and always has been.”
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