Abstract:
The aim of this project is to evaluate the demographics of the South African market as to what is required by those who use financial institutions services. This will then lead into an in-depth study of one specific market segment to investigate whether the services, communication channels are in-line with what the market wants. The project focus is on benchmarking the various communication channels with which one can approach a bank post the original sale and the customer satisfaction with the services offered by financial institutions and the various factors that help build or influence a customer service experience.
