Page 1: Introduction
In the 21st century, consumers really do matter and businesses that wish to prosper must address their needs. This case study illustrates the high level of modern forms of customer service by showing how the Yorkshire Building Society has reshaped its retail activities around customer requirements. The study focuses on the development of a retail strategy based on identifying different customer needs and on devising ways of meeting these different needs.
Prior to this initiative, all branches of the Yorkshire Building Society had been more or less identical in appearance, style and way of operating, whatever their location. Now, Yorkshire Building Society is looking to match the appearance, amenities and functions of individual branches more closely to the needs of their own local customers.