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“I like the
friendly service, staff that is knowledgeable in ag
production and financial products tailored to my business,”
wrote a 1st Farm Credit Services client in this year’s
Client Service Quality Survey. The client’s comment echoes
the feedback provided and is one of the major reasons for
this year’s record-high client satisfaction rating.
Results from the
2004 Client Service Quality Survey reveal an all-time high
for the association. When 1st FCS clients were asked about
their overall satisfaction, 97.3 percent of respondents
answered “satisfied” to “very satisfied.” This compared with
96.2 percent in 2003 and 96.9 percent in 2002,” noted Keith
Braucht, 1st FCS senior vice president.
“This kind of
consistent rating makes it clear that clients recognize the
superior service and extra effort team members provide,”
Braucht continued. “Again, our team members have achieved
this unprecedented level of satisfaction in our busiest
years ever. No doubt the continued positive interest rate
environment this past year has been conducive to client
satisfaction. But there is no disputing the major factor in
our exceptional scores has been team members’ commitment to
service excellence. You don’t get scores like these without
it.”
Vice President of
Client Value Terry Hinds added, “1st FCS client satisfaction
levels are at, or above, world-class company levels. Our
vision calls for 1st FCS to be the premier provider
of relationship-based financial solutions with a goal of
exceeding our clients’ expectations. These results provide
1st FCS team members with confirmation that premier service
level may be attained through our commitment to clients.”
One client wrote:
“1st FCS team members are prompt in responding to questions.
Polite and caring in handling problems.” Another noted: “The
staff…is very accommodating. You can be proud of their
work.”
Additionally,
clients appreciate 1st FCS’s commitment to the business of
agriculture. “1st FCS is a focused business. Their programs
are flexible, and the staff works hard to present programs
tailored for my operation.”
Young farmers
continue to be an important focus for the association. “I am
a young farmer starting out in a difficult business. The
1st FCS staff has worked with me to supply my funding to buy
equipment and expand my operation. I am very satisfied with
1st FCS,” according to another survey respondent.
Braucht pointed out that both agriculture and 1st FCS
clients are changing. “So, for the first time, we conducted
our annual survey by separating our clients into core client
segments. These results indicate we provide world-class
service throughout all three segments: gross income less
than $250,000, 96.7 percent; gross income greater than
$250,000
97.7 percent; and farm real estate investors, 97.1 percent.”
(Number based on percent responding “satisfied” or “very
satisfied”).
In addition, the
number of clients who indicated they were “very satisfied”
rose from 64 percent to 66 percent. This is the highest
score ever achieved since the survey process began nearly 20
years ago.
“Providing
service excellence is critical to the success of any
business, hence the annual service satisfaction survey
process,” according to Braucht. “It is a constant reminder
to us about our top priority – our clients. “Consistently
tracking client satisfaction keeps us focused on providing
the very best possible service.”
Commitment to
excellence
The survey is
sent to a random sample of 1,200 clients. This year, 49
percent (595 clients) responded to the survey. “The response
level is significantly higher than for most surveys and
underscores the importance our clients place in providing us
input and feedback,” Braucht explained. “We are extremely
grateful for the level of response because it provides us
with broad-based and accurate information about what we are
doing right. It’s what we need to improve.”
Team members make
the difference
In looking at the
survey comments, it quickly becomes apparent what makes the
biggest difference to clients – the 1st FCS people with whom
they work. “The positive comments are overwhelmingly related
to the professional, courteous and friendly service provided
by 1st FCS team members,” Braucht emphasized. “We know this
is a relationship business, and one that requires a great
deal of trust in our team members. The feedback from
clients clearly indicates that our employees earn and build
on that trust every day with their focus on high service
standards.”
Braucht
acknowledged the positive interest rate environment of the
past several years has buoyed service satisfaction scores.
“There’s no doubt low interest rates have had an impact, but
the overwhelming proportion of positive comments relate
directly to our team members.
“The continued
high service satisfaction level demonstrated throughout the
survey is even more remarkable when you consider the past
three years have been our busiest ever, marked by strong
growth and heavy demands on all team members,” Braucht
added. “These are circumstances that could have resulted in
a service quality slip, but client service satisfaction did
not decline; it increased during that period.”
1st FCS team members make the difference, as noted in these
client comments: “I like the friendly staff. They are always
ready to help in any way they can.” “They bend over to help.
I’m 100 percent satisfied.” Another survey respondent noted:
“I have been working
with [1st FCS]
for over 10 years on several loans and have found them to be
exceedingly knowledgeable and helpful.” Finally, one
commercial client wrote: “I love FCS.”
Even with the
high satisfaction scores, Braucht pointed out that the
organization must continue to work at getting even better.
“Service expectations are always on the rise. Consequently,
there is always room for service improvement. We continually
look for ways to better serve our clients,” he concluded.
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