Report: Evaluating and Enhancing Commonwealth Bank Customer Service

This report analyzes customer service at Commonwealth Bank, responding to a customer's feedback regarding privacy concerns, superannuation plans, and website content. The report addresses issues of data sharing with third parties, website imagery, and complaint resolution processes. It emphasizes the bank's privacy policy, data security measures, and the importance of customer empathy. The report outlines the bank's six-step complaint investigation process, detailing assessment, investigation, evidence weighing, mistake correction, resolution, and response. It suggests strategies for improving customer relations, including website adjustments and staff training. The report concludes with an apology for any inconvenience and thanks the customer for their feedback, highlighting the bank's commitment to service improvement.

Assessment
project

Dear Madam
It is my pleasure that you wrote to our Bank for your concerns. This is our duty to help the
customers in every possible manner. There is need for us to develop good relations with the
customers. They are the most important asset for company. It has come to our concern that we
have to enhance customer relation management and thus, we are ready to solve each and every
problem of yours. The relationship among banks and its customers has wide influence on
customer satisfaction. In the present time period, most of the industries and organisations focuses
on maximizing the value of customers which is important in order to sustain at marketplace and
attain growth as well. In context to banks, consumers are advantageous from having wide
amount of information at a single click. In addition to this, online services of bank allowed them
to do transactions and other activities at the place they want. Service quality is undertaken as
one of the important issue within the banking sector. It is stated that banking services are mainly
associated with the undifferentiated product and it is becoming imperative for the banks to focus
for improved service quality. Commonwealth Bank is an Australian multinational bank with
businesses across Asia, US and UK. The bank provides financial services involving funds
management, insurance, superannuation, broking services and many more. The company is
facing issues as it customer perceive that the bank did not respond to the customer complaints.
We are writing this mail to you in response of your feedback provided about the customer
service. We feel glad to share you about our privacy policies and to respond your complaints in
this mail. This is going to be a gap filling procedure between us and the customer. The concern
related to insurance service taken from non bank facility will provide no benefit to you. This
letter has all detailed information regarding the factor that will help to manage the customer
service and planning. This is my pleasure to manage all factors and elements associated with the
customer satisfaction and happiness effectively. It is our responsibility to take efficient care of
our customers and feed them with the best results. As per our company’s policy, we do not
provide any of our customer’s details and information to any third party or person. If you want,
you can always ask us for providing transaction history. We always work upon providing our
customers the best support and help.
If you are not satisfied with the way we are providing you support, there is another option of
Australian Financial Complaints Authority which offers free and independent dispute resolution.

For your issue which stated that your husband will retire in few years, so you were worried about
the superannuation programs. The report was provided to you for $660 as the superannuation
program. We are very sorry that our brand members were not able to provide you information
about other superannuation plans our bank provides. There are other facilities too which cost you
less. There are different plans for the people with less income. We are having the best possible
way to manage the work and meet your expectations. Every customer is informed about consent
policy before investing in our bank. There is a privacy policy prepared for managing issues of
customers and service users. An individual provides information as per concise, transparent and
intelligence basis to note the applicability of information that is necessary and proportionate. As
also, individuals have the right to approach and acquired a copy of their personalized information
as per adequate plan of actions. A third party may also charge fees to deal it without delay and
ensures it to for particular interval of time with a legal pace of notice. As per the right to
rectification, the dealing of personal source of data can be in liable and legal form. Individuals
also ensures to delete their personal set of data by issuing a legal notice, it can be in a verbal
form or written form. The right to restrict the processing assures the form of request that varies
their request and ensures the personal source of data as per their managerial term. Another area
of field simplifies that the right to object ensures the manner of processing the personal source or
personal policy that enquired it in a sectional term.
Issues
The first complaint is about no consent from bank about the personal and banking details
being sent to other company. The customers have issue is about the main page of bank website
that consist of photo of a baby and two women which might effect on the traditional values. The
customer perceives that the such photo on the website impact negatively on the mind set of
consumer as there is vast majority of families have a woman and man or are single parent.
There are many reasons about the occurrence of issues that is different perception of
people on one particular aspect. In addition to this, sometimes the ability to understand things by
company is not appropriate and impact directly on the emotion and sentiments of customer as
well. It is important for company to consider such points before appealing anything on the
website.
Solution:

Dear XYZ,
Commonwealth Bank of Australia believes that the privacy of customer is important and
is giving clarity to customers about what they do of their information. The privacy policy of bank
involves handling of credit information and credit reports. In addition to this, it also consists of
data about credit reporting matters. For example, at the time of developing relationship with
customers and when customer fill an applications or claims then it is written “Read documents
carefully”. It is written in the policy of bank that it collects, exchange and use data in order to
confirm customer identity, minimise risk, assess customer application for services, manage
relationship, comply with laws and many more. There are also other reasons for which customer
information is required that is giving ideal about the goods and service.
The company privacy policy also states with whom the bank shares the information with
third parties for the reasons in section 4 and where the law allows. The third party members
consist of security providers, current or previous employers. Credit reporting bodies, service
providers such as loyalty program partners, mortgage insurers and so on. Sometimes, bank share
information to overseas who are the part of group, third parties who store information or may
operate outside Australia. The bank also provides information to customers on website about in
which countries they share the information in order to maintain transparency with customers and
decline the level of conflict arise due to sharing of information at overseas. All the staff members
of bank is highly trained in order to keep information secure and safe as well. The bank uses
security systems in order to hold data of customers and is keeping electric records and also using
trusted third parties which ensure safety of customer’s information.

Using digital landscape, Commonwealth Bank have to use principle of empathy and keep
themselves at their customer's shoes in order to establish an apology. This will help them in
managing their reputation using digital space. In addition to that, the associated organization
have to construct their website in such a manner that it won't hurt any of their stakeholder’s
beliefs and values. In order to do so, Commonwealth Bank will take assistance of data that they
have collected on their customers over time and use it to make changes in their website.
Commonwealth Bank can focus on implementing plan and strategies which focuses on not
hurting sentiments of their consumers. Commonwealth Bank managers have to make sure that
their website should be friendly to every consumer and images and content of website doesn't
hurt sentiment and values of any consumer. Every consumer has their own moral values and
Bank have to make sure that consumer shouldn't feel bad by its content and images on website.
Commonwealth Bank managers have to focus on identifying values of their consumer and in
order to do that they have to do analysis of their consumer base.
There is an investigation plan prepared in our bank for resolving issues of customers and helping
service users. There is s strategy of six steps which is used for investigating any complaint
provided by our customers. It has been adapted by our bank for helping people and customers.
These steps are mentioned below –
Step 1 Assessment – This is ensured that complaint is understood by bank. This organisation
tries to understand then reason for the occurrence of problem and the major issues that have to be
resolved. If customers are not able to understand the problem or issue effectively then they are
allowed to give a call or send email to bank. It is understood that there is need to take serious
action for resolving the issue.
Step 2 Investigation – There is a step for providing information about product or service details.
It is ensured that customer’s details and information are not shared with any other person or
company. We have got other problems too related with security issues of customers. That is why
all customers of this company are providing feedback on regular basis. All their issues and
problems are properly resolved. All the files and evidences are collected if there is case of any
fraud. There are several ways to ensure that fraud actually happened and how to know what

actually happened. Several interviews are taken from people and it is analysed that they are able
to provide all information for guiding the organisation to reach the ultimate goal.
Step 3 Weighing the evidence
The first step is to challenge the response provided by customer and make it correct. We collect
all evidences and data properly. There should be no failure to trace the missing correspondence.
All details regarding transaction are collected before managing the work.
Step 4 Correcting mistakes
When bank does any wrong thing or it is not able to provide the right kind of service, it is
ensured that bank is providing extra effort for filling such type of gap. It is taken care that all
scenarios are properly taken care.
Step 5 Putting things right
All the factors and elements within the complaint are discussed properly and improvised.
Complaint is seen as opportunity in our organisation and we take extra care for solving the issues
raised by customers. We provide a fix for service provided to the customer.
Step 6 Respond
There is an effective written response provided to the customer for demonstrating commitment
and professionalism of our organisation. The respond must be concentrating upon positive ways
to improvise the service. There must be use of any precedent or attempts for considering the
attempts of evidence. There is use of appropriate wording and official words for providing
settlement to customers in case the bank is at fault of not providing good service. At times,
financial redress is paid to the customer.
How Commonwealth bank of Australia manage complaints:
The bank keep a record of complaint and provide reference number to customer. In
addition to this, it also gives contact details and employee name so that customer can follow it
up. The bank ensures to respond to complaint in few days and if it take time then it inform to
customer via email. This help banks to remain in touch with the customer and develop a good
relation with them that might leads to customer satisfaction.
On the behalf of my bank, I want to thank you for providing us a genuine feedback. This has
helped us to improvise our information and know what are the different ways that we can use to
manage our services properly. For future, please accept our apology for anything that can hurt

you or your sentiments. This is my sincere thanks to you that customers are responding to our
services.
Privacy policy, 2021 [online], Available
through;<https://www.commbank.com.au/content/dam/commbank/security-privacy/privacy-
policy.pdf>