Exodus Bank: Case Study on Customer Experience Improvement Plan

This case study examines Exodus Limited, a commercial bank facing declining customer satisfaction. Appointed as the Cluster Services Operation Manager, the assignment requires developing a 90-day customer experience improvement plan. The plan addresses key issues such as poor customer service and the shift towards customer experience, encompassing feelings and interactions. Strategies proposed include employee empowerment through training, client education on services, adopting modern banking technologies like ATMs and mobile banking, segmenting the customer base, conducting customer satisfaction surveys, and fostering flexibility. The goal is to enhance customer experience through these improvements, ultimately boosting customer satisfaction ratings across the bank's branches and regaining a competitive advantage. The plan emphasizes the importance of adaptability and continuous improvement in a dynamic banking environment, referencing relevant academic sources.

N A M E
I N S T I T U T I O N
IMPROVEMENT PLAN FOR
CUSTOMER EXPERIENCE AT
EXODUS LIMITED

Introduction
Exodus Limited is a banking institution
It renders banking services-credit facilities,
and saving opportunities
The bank has different branches spread
across the nation
Customers constitute a significant component
of the bank’s stakeholders
Customer service has been poor
There is need to improve customer service

Customer Experience Improvement Strategies
Empowering of the workers
Educating clients on bank and financial
services
Embracing technology and automated
services
Use of mobile banking services
Segmentation of the bank’s customer base
Engage in customer satisfaction survey
(Lemon & Verhoef, 2016).
Be flexible, adaptable, and ever improving

Empowering the Workers
Management of Exodus Limited to invest in
employees
Employees to be adequately trained on
customer care (Lemon & Verhoef, 2016).
Employees to be equipped with soft skills such
as communication, interpersonal relations,
cross-cultural service, etc
Employees to be conscious of time management
Employees to improve overall client satisfaction

Education of the Clients
The bank to have plans to effectively educate
its clients
Clients to be educated on the services
rendered
The clients to be educated on the quality of
services offered at the bank
The clients to be educated on their rights as
bank’s stakeholder
Clients to be educated on self-service,
technologies, and changing trends in banking
services

Adoption of Modern Banking
Technologies
The bank should improve customer
experience by embracing the use of modern
technology
The bank to intensify the use Automated
Teller Machines (ATMs) (Mkpojiogu &
Asuquo, 2018).
ATM machines to be availed in all the
branches, towns, shopping malls, everywhere
Bank to use high-tech software to integrate
and improve service quality
Modern technology is good because I saves
time, improves efficiency and quality

Embrace the use of Mobile Banking
Mobile banking services to be intensified
Bank to develop mobile applications (apps)
Mobile applications to be integrated enabled for online
banking services
Short Message Service (SMS) to be enabled too and
availed to clients
Clients to be taught how to use the mobile applications
to complete transactions (Khan & Ejike, 2017).
Mobile banking is secure, convenient, and efficient for
deposits, withdrawals, and acquisition of credit
facilities

Segmentation of the Bank’s Clientele
Bank to segment its clients into different
segments
Segmentation to be based on market
research data
All sections of the market population must be
included in the segments
Each segment to have a customized service
that suit them (Lemon & Verhoef, 2016).
Segmentation is appropriate because it
creates customer satisfaction and guarantees
success

Engaging in Customer Satisfaction
Survey
Customer satisfaction survey to be conducted
Survey to be done on all clients who are
served by he bank
Client feedback to be sought through the use
of questionnaires, online survey, and the
filling of compliment forms
Survey is good because it gives customers’
feedback on service quality, weaknesses,
strengths, and any necessary improvements

Flexibility
The bank to be privy with all the constant
changes in the banking sector
The bank to adapt to all the identified
changes
The bank to be ready to make improvements
at all times (Mkpojiogu & Asuquo, 2018).
All new strategies that can help in improving
customer satisfaction to be embraced
Such kind of flexibility is healthy for the bank
because it can tremendously-improve
customer experience

Conclusion
Exodus Limited is a banking facility
Its customer service is not good at the moment
For the bank to enjoy a competitive advantage,
it should improve customer performance by:
 Empowering of the workers
 Educating clients on bank and financial services
 Embracing technology and automated services
 Use of mobile banking services
 Segmentation of the bank’s customer base
 Engage in customer satisfaction survey
 Be flexible, adaptable, and ever improving

References
Khan, H. U., & Ejike, A. C. (2017). An assessment of
the impact of mobile banking on traditional
banking in Nigeria. International Journal of
Business Excellence, 11(4), 446-463.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding
customer experience throughout the customer
journey. Journal of marketing, 80(6), 69-96.
Mkpojiogu, E. O., & Asuquo, A. (2018). The user
experience of ATM users in Nigeria: a systematic
review of empirical papers. Journal of Research
in National Development. 16(1), 115-125.