Customer Value Tool: A Framework to Measure and Increase Customer Satisfaction for Swiss Banks

Abstract

Swiss retail banks are facing several difficulties, such as negative interest rates, digitalisation, and new customer behavior. GFT Schweiz AG, a software company, wants to solve these challenges with the Customer Value Tool. The tool allows banks and any other company to measure and increase customer satisfaction through a customized offering. GFT Schweiz AG has commissioned the author to research the antecedents for customer satisfaction and identify gaps in the state of the art and the methods applied in the Customer Value Tool.