Regions Bank in Top 10 of CX for Fifth Consecutive Year

Customer experience continues to be a key component of today’s increasingly competitive market, and employees at Regions Bank seem to have unlocked the vault of success. For the fifth consecutive year, the Birmingham, Ala.-based bank has ranked among the Top 10 banks in the annual Temkin Experience Ratings.
 
The Temkin Group, which is a customer experience research, consulting, and training firm, conducts the survey each year on a nationwide level. It annually asks 10,000 customers to rate their experiences with 318 companies across 20 different industries. The three key areas are success, effort, and emotion.
 
David Sherrill, Quality Service Manager at Regions, believes the culture is what’s driving the CX at the bank.
 
“The key is culture. Our culture defines who we are and how we serve others. We don’t want to deliver an exceptional customer experience just part of the time. We want to do it all the time. We believe five years of consecutive rankings in the top 10 percent for customer experience shows Regions has achieved a level of superior service quality that’s consistent across our brand and engrained within our company’s culture.”
 
The deep relationships that each banker cultivates with its employees is in part because of their ability to listen and act on those wants and needs of the customers.
 
“It starts with listening,” he says. “Everything we do must be guided by the needs, goals and objectives of the individual customer. We cannot go into a fresh conversation assuming we automatically know what types of financial products or services best meet someone’s needs. We have to listen first. We have to see what makes the customer’s needs unique. And then we have to ask the right questions to learn as much as possible, so we can develop our best recommendations from there. We are supported by modern technology, we have incredible digital platforms, and we have years of experience that shape our service every day. But to make it all work, we have to simply listen to each customer first.”
 
With Regions, its approach involves looking at business as a partnership between the banker and customer, as opposed to just being a financial institution.
 
“The mission of our company is to make life better for the people we serve. We want to create value not only for the bank, but for our customers and our communities as well. I think that speaks to the emotional value that people increasingly assign to the products and services they use. We want people to see Regions as a partner in their financial success. As we help more people succeed financially, I believe they will recognize that we view our service to them as a long-term relationship, not simply a momentary transaction.”

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