Two things. First, research, as Steve suggests. Do it with the assistance of your market research specialists and / or an external consultancy. They'll advise you not to assume your best customers are a homogeneous group but first to profile them by, for instance, longevity, call patterns, spending patterns, acquisition route and which competitors you acquired them from. They will identify your key customer segments and then ought to propose not a quantitative but a qualitative focus group study which will encourage participants to articulate their ideas as to what makes for good and bad service and, from that, develop enhanced service propositions, feeding off each other's ideas.
Having quantified the most keenly sought-after ideas through further research and conducted a business case analysis, find ways of telling your customers that you have listened to them as you begin to implement each idea, then measure its impact. The grain of truth at the heart of the best ideas (but not the ultimate decision)comes from the customer, and I bet you're onto something with your concern regarding call routing.
Because you're dealing with your very best (= most profitable) customers, consider ways of rewarding them, too. I can't help thinking that the best rewards are either quite predictable (you gain commitment by involving people in a process of their own choosing) or come as a surprise. If customers deal with you mostly by phone or online, then credible lifestyle related opportunities to reward selected customers which involve face to face contact, provided that they reflect the values of the Peoples Bank brand, ought to be worth considering.
Good luck! |