Abstract

Commerce Bank is one of the leading financial institutions in USA. The caselet describes the innovative service differentiation of the bank. It discusses the customer service initiatives undertaken to give the customer a fast and convenient banking experience. The caselet examines the brand building strategies followed by the bank. The Bank has established a corporate university called Commerce University to meet the training needs of its employees. Finally, the caselet provides details about the steps taken by the bank to motivate the employees.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product differentiation in service industry
• Importance of customer satisfaction and value
• Employee training and its impact on service quality
• and Branding building strategies in service industry.

Keywords

Commerce Bank, Customer Service, Retail Strategy, 10-Minute Policy, 24 Hour Phone Banking, Online Banking Services, "Retailtainment", Mascots, Mister C, Buzz, Doctor Wow, Customer Convenience, Penny Arcades, Commerce University, Training Needs, 'Mystery Shoppers', "Wow Teams"