All companies that boldly declare that 'the customer is king' but pay those customers nothing but lip-service can now substitute service for lip - by imitating US e-banker WingSpanBank.com. It accepts or rejects home loan applications in 60 seconds. A single sign-on connects customers with all their accounts, on a 24/7 basis (ie, open all hours). And non-tech aspects are just as important. Employees must listen to customer calls for 90 minutes a month: top executives must read a minimum of 20 customer e-mails daily. There isn't the usual all-embracing, unresponsive customer service department either. Wingspan has 'customer experience' units and 'customer advocacy teams' instead. Plus, customers advise on products and strategy as members of an 'iBoard of Directors' - which sounds like a real e-must.
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