Wachovia leaders are particularly proud that their ACSI numbers have held consistent through mergers with First Union, Prudential Financial Services, and most recently, SouthTrust, according to David Oliver, vice president and corporate communications manager for Georgia. Oliver, who came to Wachovia's management team from SouthTrust, remembers the first strategy meeting after the merger announcement. "The first item we discussed was our service. We wanted the merger to have minimal impact on our customers. That was a key determining factor in moving forward," says Oliver.
The combined company will serve 14 million households and businesses (2.6 million of them online). Wachovia backs that service with more than 95,000 employees, 3,200 banking branches, telephone and Internet banking, 5,300 ATMs, nearly 700 brokerage offices and 10,500 registered representatives.
To keep track of how it is doing, the bank constantly monitors service scores from a variety of sources, including in-house customer surveys to random but regular Gallup polls. Wachovia gathers almost 30,000 surveys a month across the system, and in Georgia alone, it polls 3,500 customers monthly. "We're aiming for the perfect score," says Logan.
Bunn sums up Wachovia's ambition this way: "We want to be the best, most trusted and most admired financial institution. Our greatest challenge is consistency, creating a memorable customer experience every time. That is a never-ending journey. It has no finish line."
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