Reference no: EM13968723

A local bank considers itself a full-service bank. They offer a number of products and services to individual customers, businesses, trusts, and credit card users. Recently, the bank completed an internal quality improvement process that included determining a mission statement and resolving issues that prevented employees from performing to the best of their ability. At this time they are evaluating external customer service. Competition in the banking industry is fierce, and it is critical that the bank discover and develop policies, procedures, and practices that will lead to customer delight. The bank’s mission statement is simple: “All customers, regardless of the size of their accounts or the numbers of their transactions, are important!” What steps should the bank managers take to benchmark? What should they benchmark?