Wachovia, the US’s fourth-largest retail bank, has rolled out a
competition designed to highlight its customer service, called Who
Would You Thank? The promotion aims to help its customers thank
other people, as part of the bank’s celebration of National
Customer Service Week.

The campaign runs until 5 October and is open to Wachovia
customers and non-customers alike. A range of cash prizes from $250
to one first prize of $25,000 is on offer. Winners will be
announced in November.

The bank is inviting participants to say who they would like to
thank – such as a child’s teacher, a parent’s carer or another
deserving member of the community – and why, in 250 words or less.
Wachovia will then help the competition winner to turn the idea
into reality. The bank is also using the promotion to encourage its
customers to recognise the exemplary service of any bank

In addition to entry forms being available at the bank’s branches,
the bank has set up a dedicated website at

“As a way to say thank you to our customers, we want to help them
to say thank you to others. This contest allows customers to share
the spirit of gratitude, something that our company values every
day and celebrates each year during National Customer Service
Week,” said Ken Thompson, chairman and CEO of Wachovia.

Thompson has made customer service a major focus for Wachovia,
which surveys thousands of its customers each quarter and sends
mystery shoppers to branches to assess customer service levels.
Branch employees’ pay can rise or fall by up to 30 percent
depending on service levels, and Thompson is said to review
internal customer service scores each month.

The bank’s reputation for customer service has been recognised by
the annual American Customer Satisfaction Index, an independent
survey conducted by the University of Michigan among the major US
banks. The study has ranked Wachovia number one for customer
satisfaction for six consecutive years.