Case Study: Enhancing Customer Experience and Negotiation at RBS

This case study delves into the customer experience management strategies at the Royal Bank of Scotland (RBS), analyzing both customer and employee complaints to identify key areas for improvement. It contrasts the customer journey in online versus traditional banking, highlighting the importance of digital transformation and responsive customer service. The study also explores customer negotiation tactics and categorizes customers based on their behavior and satisfaction levels. Innovative suggestions from customers are considered, emphasizing the need for social media integration and a comprehensive understanding of the end-to-end customer journey. The analysis includes an identification of a customer complaint chart, providing a structured overview of different customer types and their respective issues. This document is available on Desklib, a platform offering a wide range of study resources for students.

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

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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

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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.

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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

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wherein the company has not increased the payment of the employees and this has affected
the morale of the employees in a negative manner as well (Chen and Chieh).
Furthermore, there is no job security of the employees in the bank and this has
become more prevalent in the banking sector due to outsourcing, downsizing and
globalization as well. Therefore, the backlash has been such that the employees are changing
their job preferences and they are leaving the job as well. The job security has been one of the
major issues in the respective bank RBS and this has been a major setback of the employees
and this has led them to leave the jobs as well (Ali, Kashif and Neethiahnanthan).
The long working hours are the other major issue that have been faced by the
employees who are working in the respective bank RBS. Furthermore, the employees are not
provided with motivation such as with proper incentive and they are being made overworked
at the work as well. The toll on overworked employees includes fatigue along with whole lost
of the different kinds of physical ailments and mental ailments as well (Homburg et al.).
Main Differences between Customer Journey for Online vs. Traditional Banking
There are different kind of variations and differences between the customer journey
for online versus the traditional banking. The main and major difference between the
traditional and online banking is the physical presence. The traditional banks exist physically
in order to serve the different customers in the market (Kranzbühler). Furthermore, it
consumes huge amount of time as the different kind of customers have to visit the banks to
carry out the different kind of bank transactions such as checking the bank balance as well.
The customers can only visit the bank during the working hours and this is one huge problem
for them and this does not encounter any kin of e-security threats as well (McColl-Kennedy).
On the other hand, internet banks do not have any kind of physical presence as the
services provided online. Furthermore, it consumes less amount of time and the individuals

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do not have to visit banks to check their balance. The internet or online banking is available
for 24 hours and the access is huge in nature (Blázquez). Online or Internet banking is
tempting target for the various hackers. It has been seen that the security is one of the major
concerns faced by the different individuals or customers in accessing the accounts through
internet (Verleye).
The customers do not have much time to spend money for visiting the respective
banks, as there is online website of the bank that is used by them to handle the different kind
of cash handling as well. In the online banking, such costs are eliminated as the banks do not
have any such kind of physical kind of experience. In the internet banking, the customers do
not have to stand in the queue to carry out the different kind of bank transactions as well (Wu
et al.).
Suggestions Provided by the Customers
There are different innovative suggestions provided by the customers to the respective
banks in order to improve the customer service provided by them. Furthermore, it has been
noticed that in HSBC bank there has been digital transformation as there are different kind of
inclusion of the various internet banking services as to gain more competitive advantage in
the bank. Furthermore, in order to search out of the box idea, the Royal Bank of Scotland can
adopt to be reactive to online and social conversations (Schmitt).
The customers have to improve and keep a track of the different complaints of the
employees in such a manner that this will help them in managing the complaints of the
customers in an effective manner (Ren, Lianping, et al.). The respective bank has to include
the social media networking sites in an effective manner as this would allow the customers to
file their complaints and get it sorted within a span of time. Social media has allowed the
bureaucracy within the entire banking to be broken down and this would make the customers

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feel they have the entire control and they can take control of their own transactions in an
effective manner as well (Lemon, et al.).
Furthermore, the customer journey has to be ascertained effectively wherein the end
to end customer journey plays a major role and this would involve the multiple departments
throughout the entire organization. It has been researched that it has indicated that only 37%
of the customers believe that the banks have understood their requirements effectively and
this will help them in managing their requirements in an effective manner.
The customer experience hierarchy model, it can be analysed that hackles and
analyses the performance of the different aspects such as such as the effect and experience in
an effective manner. Furthermore, it can be seen that the hierarchy model will help the
customers in getting and making different innovations in an effective manner (Martin).
Customer Negotiation
Easy to Go Customers are the first kind of customers who are the ones satisfied with
the kind of services provided by the bank. When initially the customers face problems, they
wait patiently for the bank to resolve the issues faced by the bank. Furthermore, they provide
the good kind of ratings to the bank. The easy to go customers are the loyal customers whom
stays with the bank for a long time and they are happy with the services at one go itself.
Grumpy Customers are the type of customers who initially are grumpy in nature as
they are not happy with the services and this affects the services provided by them. However,
it has been seen that these customers in the future get happy and they are being able to adjust
with the different services provided by the bank. These are the high-profile customers who
have different accounts in different banks.

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Sadist are the type of customers who are high profile customers and they are never
happy with the kind of customers with such kind of services. Furthermore, it has been seen
that the sadist customers are not happy and they are not satisfied with such services as well.
Identification of Customer Complaint Chart
Customers Type Customer 1 Customer 2 Customer 3
Body Language Who are basically
easy to go and they
are satisfied with the
different kind of
services in an easy
manner as well.
These are the
customers who are
not satisfied with the
services that are
provided to them
initially, however in
the future they are
happy and satisfied
with the services
provided to them
These are the person
who are sadist in
nature and they have
problems with all the
services provided by
the bank and this is
problematic for the
bank as well.
Complaint Type 1 ATM is not working
in an accurate
manner
The complaints are
related to the
different kinds of
saving banks and
interest rates
Their complaints are
related to the
comparison to the
other banks wherein
they have accounts
Complaint Type 2 There are no such
updates about their
bank balance
through their mobile
application and this
The complaint is
related to the long-
term features such as
fixed or long-term
Furthermore, they
are not satisfied with
the different services
that are performed

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is problematic for
them as well.
deposits by them

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References
"Royal Bank Of Scotland Online – Bank Accounts, Mortgages, Loans And Savings."
Personal.rbs.co.uk. N.p., 2018. Web. 12 June 2018.
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Blázquez, Marta. "Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience." International Journal of Electronic Commerce18.4
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Chen, Shih-Chih, and Chieh-Peng Lin. "The impact of customer experience and perceived
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Duncan, E., et al. "Customer experience: Creating value through transforming customer
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