Banks urged to follow Apple's customer service example

7 February 2013

Banks should take inspiration from the customer service policies of companies such as Apple as they bid to restore public confidence in their business in the aftermath of the global slump.

That is according to Jane Griffiths, European marketing director at CitiBank, who believes financiers need to implement a fundamentally different strategy in terms of their consumer relations following the recession, Marketing Week reports.

During a speech delivered at an event in London earlier this week, Ms Griffiths said lenders have no hope of rebuilding a relationship of trust with customers unless they become completely focused on their needs - an approach that has served the likes of Apple and John Lewis well.

"We need to elevate our holistic product to the level of leading consumer brands - to meet and exceed requirements. Give people a reason to choose you over rivals," she noted.

The official went on to say such a big change requires a "transition in culture driven by the board".

By Tony Aynsley

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