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"This business had been too focused on growth and cared more about the loan outcome than the customer outcome," he said.
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However, it can also help mitigate the hitherto irreversible poor customer outcomes of the past.
The spokeswoman said: "We have a clear reward framework for colleagues that ensures we recognise behaviours that are focused on achieving correct customer outcomes and excellent service.
At its heart is a "focus on delivering customer outcomes at a lower subsidy cost", which could see northern Scotland disconnected from London.
"We will look forward to co-operation from the banking sector in reaching a conclusion to this matter which is satisfactory to consumers and which will strengthen competition, efficiency and customer outcomes in the UK retail banking sector".
"Our new product features and today's marketing re-launch are further proof of the action we've taken, and continue to take, to ensure Wonga is lending responsibly and putting customer outcomes first," she said.
Trust mediated the influence of both independent variables on customer outcomes.
Previous research has demonstrated that authentic positive emotion displays from frontline employees outperform inauthentic displays with respect to important customer outcomes.
The broad aim of this study is to examine how perceived community value of a firm's corporate social responsibility initiative will affect service customer outcomes.
The official word is that "Rackspace will develop a comprehensive integration plan and will take great care to maintain and enhance the exceptional customer outcomes that both companies are known for".
Relevant studies have called for further research to investigate relevant mediator variables in CSR-customer outcome relationships (Walsh and Bartikowski 2013b).
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com