個案總覽

Members of TD's Personal Financial Services Division's marketing research team, were preparing their presentation to a group of the bank's senior vice-presidents. They had worked for three years developing and testing the Customer Service Index, the bank's first tangible tool to measure service quality. They now had to get the senior vice-presidents to ensure the successful adoption and use of this instrument. How could they convince their audience to accept and promote this new method of service measurement? The case is followed by a supplement case bearing the same name, case 9A93D010, set one year later.

Members of TD's Personal Financial Services Division's marketing research team, were reviewing the success of the Customer Service Index (CSI) which they had been instrumental in introducing to the bank a year earlier. They were now considering introducing other service-related products including a Good Service Guarantee and a productivity program. They were wondering how to keep the enthusiasm for the CSI alive. The case is preceded by a case bearing the same name, case 9A93D009, set one year earlier.

Members of TD's Personal Financial Services Division's marketing research team, were preparing their presentation to a group of the bank's senior vice-presidents. They had worked for three years developing and testing the Customer Service Index, the bank's first tangible tool to measure service quality. They now had to get the senior vice-presidents to ensure the successful adoption and use of this instrument. How could they convince their audience to accept and promote this new method of service measurement? The case is followed by a supplement case bearing the same name, case 9A93D010, set one year later.