Answer:
Use customer opinion surveys as often as you think appropriate - and as often as your budget allows. The information you compile can be very useful. Remember to ask questions that provide support or explanation for your CRA program elements. It is important to know what branch hours, locations, and services consumers want.
Consumers are most likely to respond if there is something in it for them. One bank offered to donate $1 to a charity of the responding consumer's choice. The response rate was much higher than for the more standard approach.
First published on BankersOnline.com 3/5/01
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