Beyond survey results, the CRA is also a valuable coaching tool to enhance staff effectiveness. Every Relationship Manager can receive a report of his/her customer results, and is briefed on how to interpret this feedback and to develop action steps to increase effectiveness.

This same procedure is conducted at team and higher levels of management. Many organizations have used the CRA as a measurement for Relationship Manager performance reviews.

Some of the more recent Customer Relationship Audits® include:

• A Regional Commercial bank based in the South completed a CRA with an outmail to 3,000 middle market clients and received action alerts, Regional Level Scorecards, and a complete analysis of the results including an in-person presentation and planning session.
• A Large Commercial bank in Barlow Research's Small and Middle Market Business Top Ten completed a CRA utilizing Customer Relationship Gateway with an outmail to 18,416 commercial customers, and received product alerts, scorecards, CFAPS and Online Action Planning.
• A Large Commercial bank in Barlow Research's Small and Middle Market Business Top Ten completed a CRA utilizing Customer Relationship Gateway with an outmail of 41,500 business banking customers, and received product alerts, scorecards, CFAPS and Online Action Planning.

A Customer Relationship Audit® can involve the following steps:

• Developing a definition of a customer and generating a list of all customers.
• Developing a questionnaire that is customized to your specific objectives.
• Mailing a questionnaire package, including a cover page explaining the purpose of the survey. BRAI recommends additional correspondence to ensure a high response rate, including a prenotification letter, reminder postcards and reminder telephone calls.
• Respondents have the option to respond through mail, online or on the phone.
• As surveys are completed, they are reviewed for Action Comments requiring the bank's immediate attention. These are elevated to the appropriate channels within the bank.
• Analysis of results to develop a strategic summary and Action Plan for bank management.
• Briefing all Relationship Managers with Customer Feedback and Action Plans.
• Providing bank managers with an analysis of the markets and assessment of the sales force.

Customer Feedback and Action Plans

The heart of the Barlow Research Associates Customer Relationship Audit® is the Customer Feedback and Action Plan (CFAP). The CFAP provides Relationship Managers with a thorough analysis of their own customers' attitudes and opinions toward the bank and their own personal performance. Our experience has confirmed that the Relationship Manager has a greater influence over the level of customer satisfaction than any single area of the bank. The CFAP provides the Manager with the data necessary to proactively manage the relationship to the satisfaction of the customer and the maximum advantage of the bank.

StreetSmarts®

This training tool can be very effective in getting better results from your Relationship Managers and/or support staff in customer satisfaction. Through the eyes of the customer, the Relationship Manager is a representation of the bank as a whole. In the StreetSmarts® online interface, Relationship Managers will be faced with true-to-life experiences, and will be presented with a number of viable solutions. This technique is an opportunity to mold and shape the behaviors of your Relationship Managers, and bring your institution one step closer to an ideal, unified approach to solving your customers' problems. StreetSmarts® can be a true complement to the Customer Relationship Audit® by allowing best performing Relationship Managers and/or support staff as identified by the Audit to share their best practices across the organization.