Barclays has revealed it is to change the way in which its branch and call centre staff earn their bonuses.
As of 1 December, the major British bank will reward this 18,000-strong division of its workforce with extra pay based entirely on how strong their customer service is.
At present, bonuses are granted on the basis of a combination of sales figures and consumer satisfaction, but this has now been changed to mean employees will no longer receive commission for selling products such as accounts, loans and insurance.
The new chief executive of Barclays Antony Jenkins said this move is representative of the financier's belief that the level of service it provides is "key to long-term success", as opposed to the number of policies they sell.
"We want customers to choose Barclays because of the great service they receive from us," he added.
Meanwhile, Peter Vicary-Smith, chief executive of Which?, said this is a "great move" and called on other banks to follow suit.
By Asim Shah