Customer Experience Management in Royal Bank of Scotland

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management
Name of the Student
Name of the University
Author note

1CUSTOMER EXPERIENCE MANAGEMENT
Table of Contents
Profile of Bank...........................................................................................................................2
Main Customer Complaints.......................................................................................................2
Employee Complaints................................................................................................................3
Main Differences between Customer Journey for Online vs. Traditional Banking...................4
Suggestions Provided by the Customers....................................................................................5
Customer Negotiation................................................................................................................6
Identification of Customer Complaint Chart..............................................................................7
References..................................................................................................................................9

2CUSTOMER EXPERIENCE MANAGEMENT
Profile of Bank
The Royal Bank of Scotland is one of the retail banking kind of subsidiaries of The
Royal bank of Scotland Group plc together with the Ulster and NatWest Bank ("Royal Bank
of Scotland Online – Bank Accounts, Mortgages, Loans And Savings"). The respective bank
has more than 700 branches that is mainly in Scotland as well. The bank was founded in the
year 1727 and the headquarter is based in Edinburgh, Scotland, UK as well. The number of
employees who are working in the Royal Bank of Scotland are 71200 and the bank deals with
various products and services such as consumer banking, finance and insurance as well.
Main Customer Complaints
There are different kind of customer complaints that are faced by the different
customers regarding the different banking services. The customer complaints are described as
follows:
Hidden or Excessive amount of fees is the one and prior customer complaint that in
RCB, there were different complaints regarding the excessive amount of charges that were
taken intentionally. There are various times when the customers are not being aware of the
certain kind of charges such as the overdraft kind of protection. This kind of issue takes place
when there is insufficient amount of fund and there will be different charges that are incurred
and the customers are charged roughly around $35 per transaction.
The bad kind of customer service is the second kind of complaints from the various
customers of the Royal Bank of Scotland wherein it was noticed that there were different
customers who were unhappy with automatic payments that were appearing on different
wrong dates and this has caused the banks to charge them fees. Furthermore, it has been seen
that the customers get frustrated in handling such kind of issues and this has affected their
brand image of the company as well.

3CUSTOMER EXPERIENCE MANAGEMENT
Checks or the funds bouncing is the other issue or the complaint that has to be
ascertained as this occurs when there is merger of the bank with the other bank and this
causes bouncing of the checks of the customers of such bank as well. The customer service
provided in the bank is the other kind of unsatisfactory service as the different employees on
the desk is not that knowledgeable in nature as well.
Mortgage and loan issues is the other major issue that has been faced by the different
kind of customers in the respective bank. Furthermore, it has been noticed that there was an
instance from the customer wherein he/she was unhappy with the mortgage and loan issues
and this created huge issues along with making the loans more genuine in nature as well.
Lastly, there are different kind of bad branch experiences that has been encountered by
different customers and this has affected the entire brand image of the respective bank as
well.
Therefore, these are the different kinds of customer complaints that has been faced by
the individuals and this has affected the entire reputation of the bank as well.
Employee Complaints
There are different kind of complaints from the different employees that have been
faced by them in this respective bank. The different types of employee complaints are as
follows:
Pay or the salary structure is the main issue that have been faced by the different
employees in the organization that includes that the rise in the pay structure is not being
managed in an accurate manner and this affects the morale of the employees in the
organization as well (Duncan et al.). Furthermore, it has been seen that there has been no
such incentives or bonus provided to the employees in the organization and this created huge
issues for the employees to work in such kind of pay or rate as well. It has been a year