Regions Bank is no stranger to accolades.

This week Regions Bank earning the top ranking for customer satisfaction in the 2017 American Customer Satisfaction Index Finance and Insurance Report.

With $123 billion in assets, 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 1,500 banking offices and 1,900 ATMs.

Loyalty360 talked to David Sherrill, Customer Experience Manager, Regions Bank about this esteemed honor.

Can you talk about how this recognition validates Regions Bank’s customer satisfaction/customer experience/customer engagement initiatives?

Sherrill: Regions executes around a philosophy of helping our customers reach their financial goals. We do this through a disciplined process we call Regions360. We are honored that our customers recognize that we are partners on their financial journey, and do all we can to provide exceptional experiences that help them succeed.

Can you talk about some of your ongoing and new initiatives related to customer satisfaction?

Sherrill: We are continually refining our measurement processes and metrics to make sure we are focusing on those factors that result in customer loyalty. As with all companies, we are striving to provide a consistent experience across all touch points within the customer journey, and that is our focus for 2018 and beyond.

What is the key to continual customer satisfaction?

Sherrill: One of Regions’ core values is Focus on the Customer. We feel that the constant reinforcement of this key message, plus support from executive management, has led to a true cultural adoption of improving the customer experience in all areas. Also, never forget the power of engaged associates. We realize the more we do to improve the associate experience, the better chance we have with the customer experience.

How often do you survey your customers?

Sherrill: It depends based on what we are trying to measure. If we are measuring transaction satisfaction, we measure more frequently. If we are looking at more relationship management satisfaction, it is less frequent. Of course, any new initiative may bring up one-off type of surveying that we do to understand customer thoughts around new products/processes.  

Can you talk about the importance of listening to your customers?

Sherrill: Listening to our customers is the backbone of our efforts to improve the customer experience. Without feedback, we have no internal accountability, or external view of the success of our customer experience initiatives. We design and refine processes and technology constantly. Without client feedback, we don’t know if we are successful or not. We must have the voice of the customer in the room whenever we make key decisions, or monitor the success of a new products, service, or process.

What are you most proud of?

Sherrill: We are most proud that our customers have honored us with this recognition. We are also proud that all our associates work hard every day to improve the customer experience, whether they are customer facing, or in a support unit. 

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