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Higher customer satisfaction is worth the slightly higher cost, said John Parkinson, chief technologist for the Americas region at Cap Gemini Ernst & Young, a consulting business that works closely with the bank.
With product customization companies aim at creating higher customer value and stronger economic benefits.
We had higher customer satisfaction scores than Zappos or Apple.
Increased costs also are a result of higher customer responses.
Schwab cited higher customer trading activity in July for the increase.
Seven companies had higher customer satisfaction levels, and Merseyrail had no change from spring 2007.
It credited that to growth in its overnight service and higher customer charges for fuel.
In a news release, the chain said higher customer traffic drove the double-digit increase.
That higher customer loyalty translated to lower volatility in tough economic times was no surprise to Mr. Barnum.
"We believe these actions will result in even higher customer satisfaction and a strengthened level of trust".
Last year, GMAC reported a $2.3 billion loss because of higher customer defaults, falling loan volumes and write-downs at its Residential Capital Mortgage unit.
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