Menton Bank
MENTON BANK
OVERVIEW
A large regional bank seeks to develop a stronger customer orientation and deliver more services through electronic technology instead of human tellers. Three branches have been selected as test sites for a new customer service program. Tellers, whose job was previously defined in operational terms, are now known as customer service representatives (CSRs) and are expected to engage in limited selling of the bank’s growing array of services. This move to a selling role has been resisted by one CSR, Karen Mitchell, who is outstanding at the operational aspects of her job. When she applies for the position of head CSR, management must decide how much emphasis to place on selling versus operational skills, since another candidate is outstanding at selling.
STUDY QUESTIONS
1. Identify the steps taken by Menton Bank (MB) to develop a stronger customer orientation in its retail branches.
2. How would you compare and contrast the jobs of CAR and CSR? How important is each to (a) bank operations and (b) customer satisfaction?
3. Evaluate the strengths and weaknesses of Karen Mitchell and other candidates for head CSR.
4. What action do you recommend for filling the head CSR position?
ANALYSIS
1. What steps has Menton Bank taken to develop a customer orientation in its branches? Students must distinguish between new financial products (not describe specifically in the case) and new or improved delivery systems designed to reach out to customers.
Delivery Improvements, Innovations
• Remodeling and renovation of “new look” branches
• Counters redesigned to provide full/express service
• Staffing levels varied to match variations in demand for service by customers
• Customer service information desks located near entrance
• Touch-screen information terminals installed near entrance, remodeling, and renovation of “new look” branches (“friendly yet professional”)
• Introduction of advanced model ATMs with color touch screens, capable of
OVERVIEW
A large regional bank seeks to develop a stronger customer orientation and deliver more services through electronic technology instead of human tellers. Three branches have been selected as test sites for a new customer service program. Tellers, whose job was previously defined in operational terms, are now known as customer service representatives (CSRs) and are expected to engage in limited selling of the bank’s growing array of services. This move to a selling role has been resisted by one CSR, Karen Mitchell, who is outstanding at the operational aspects of her job. When she applies for the position of head CSR, management must decide how much emphasis to place on selling versus operational skills, since another candidate is outstanding at selling.
STUDY QUESTIONS
1. Identify the steps taken by Menton Bank (MB) to develop a stronger customer orientation in its retail branches.
2. How would you compare and contrast the jobs of CAR and CSR? How important is each to (a) bank operations and (b) customer satisfaction?
3. Evaluate the strengths and weaknesses of Karen Mitchell and other candidates for head CSR.
4. What action do you recommend for filling the head CSR position?
ANALYSIS
1. What steps has Menton Bank taken to develop a customer orientation in its branches? Students must distinguish between new financial products (not describe specifically in the case) and new or improved delivery systems designed to reach out to customers.
Delivery Improvements, Innovations
• Remodeling and renovation of “new look” branches
• Counters redesigned to provide full/express service
• Staffing levels varied to match variations in demand for service by customers
• Customer service information desks located near entrance
• Touch-screen information terminals installed near entrance, remodeling, and renovation of “new look” branches (“friendly yet professional”)
• Introduction of advanced model ATMs with color touch screens, capable of