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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 11

Midland Bank: improvingcustomer service throughinternal marketing

The banking sector has been pushing to improve customer service in its attempt to overcome negative consumer perceptions. The desire by high street banks to position themselves as providers of high quality service providers came after many years of criticism that they were failing to care for their customers.

Many banks attempted to improve their image. One of the actions by Midland, now part of the HSBC group, was to revive its ‘Listening Bank’ slogan and launch a campaign highlighting its customer service to change perceptions. In the mid 1990s, the bank released TV commercials featuring an employee in the role of a superhero solving customers’ problems. This ...

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