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ON IT: If TD Bank sees a complaint about the institution on Twitter or Facebook, it immediately reaches out to learn more, Verba said.
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Customers Are Now Banks' Greatest Regulatory Threat

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WASHINGTON — Banks need to revamp their customer service operations to encourage irate consumers to complain to them instead of turning to the Consumer Financial Protection Bureau, where a complaint could spark added regulatory scrutiny.

In multiple speeches and public pronouncements, CFPB officials have aggressively urged consumers to file a complaint on the agency's public database, which has swelled to more than 200,000 complaints since going live in March. The agency uses that data to determine where it will focus its attention next, including both what regulations it writes and enforcement actions it takes against individual institutions.

As a result, some observers said banks need to realize that the best way to avoid the added attention or an enforcement action derived from complaints is by making it easier for customers to resolve the issue with the institution first. That includes improving the visibility of their complaint-taking systems and attempting to address problems quickly before a customer seeks out regulators for help.

"All of the [banking] agencies are looking at complaints much more intensely," said Ed Kramer, executive vice president of regulatory affairs at Wolters Kluwer Financial Services. Complaint handling "ties into your overall risk management program and that affects your Camels rating. And what you think of as an operational issue becomes a compliance issue, which then becomes a safety and soundness issue."

The CFPB's consumer complaint database has been controversial since it was first announced, with bankers arguing it's unfair to make unsubstantiated allegations against institutions public. But CFPB officials clearly see it as a critical tool to both encourage better customer responsiveness at institutions as well as guide policymaking. Yet bankers have been slow to fully grasp to its importance, observers said.

In interviews with bankers, regulators and industry representatives, several said institutions need to step up their customer service operations to comply with CFPB expectations. They recommended, for example, that banks jettison automated systems that require consumers to spend a half hour pressing buttons on a phone, or making several clicks online, in order to file a complaint. They also said lenders need to become more efficient and respond faster to complaints they receive compared to the CFPB's 15-day window.

"You want to reduce the number of complaints to the CFPB and a way you can do that is to cut them off at the pass," said Alan Kaplinsky, who heads the consumer financial services group at Ballard Spahr. Banks should "have a very good system in place from the get go to resolve a complaint quickly."

Banks must collect, monitor and gauge every complaint in their entire operation, looking for what regulators might view as a potential violation to consumer protection and marketing laws, experts said.

The complaint portal "really has been a key way that the CFPB has tried to be consistent with its mantra of protecting consumers and looking for consumer risk anywhere it can find it," said Robert Bostrom, a shareholder at Greenberg Traurig and former Freddie Mac general counsel. The CFPB expects that lenders' "complaint resolution process was recorded, documents were verified and what remedial action was taken. They also want to know was it consumer specific or systemic in the bank."

The CFPB has already taken enforcement actions based on consumer complaints, including a recent action against U.S. Bancorp (USB) and its vendor in June for allegedly improperly marketing and collecting fees from service members in an auto loan program. CFPB officials said their investigation was triggered by customer complaints.

"We have made it very clear that there are parts of the bureau such as supervision, enforcement and fair lending who pay very, very close attention to the complaints we receive," said Scott Pluta, the assistant director for the CFPB's office of consumer response, in an interview with American Banker. "So the advice I have seen out in the market is that if you want to stay ahead of and be compliant with what the bureau is doing, you really need to pay attention to the complaints because we're paying attention to them."

Some larger banks like TD Bank (TD) in Cherry Hill, N.J. are already putting that into practice by encouraging consumer feedback through multiple channels and having all complaints fed to a so-called "chairman's service center" to be monitored for trends and resolutions. The bank is also running product materials and written communication through consumer-friendly testing in addition to making sure it's compliant with laws.

"We've gone through every letter that leaves this place to make sure it's clear and we're putting that in plain language so the customer understands," said Linda Verba, executive vice president and head of service strategy at TD Bank. "Are the rules and regulations a little tighter than people would like? Yeah. Is it because some people got out control when the rest of us didn't? Yeah… But I firmly believe if you learn the rules of the game, you can play to win. And you can't change the rules but you can win."

But winning is going to be a costly endeavor.

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Comments (3)
If the CFPB can get banks to pay attention to their customers and improve services having met only 1/3rd of its rule-making requirements, imagine what the Bureau could accomplish if they met ALL their requirements. Or at least all those where the deadline has already passed.
Posted by jim_wells | Thursday, September 12 2013 at 11:45AM ET
It would require TRUST for many consumers to rely on a bank for complaint resolution. Of the top 10 banks (which have the majority of money), can anyone name a bank that is trustworthy and support their claim? Any of those banks ready to raise their hand?

If not, then the CFPB is the last hope for American consumers.
Posted by FrankRauscher | Thursday, September 12 2013 at 6:20PM ET
Amen Frank. The CFPB is American consumers' only hope of getting a fair deal from the mega-banks that federal financial regulators have allowed to grow from "Too Big To Fail" to "Too Big To Behave."
Posted by jim_wells | Thursday, September 12 2013 at 7:29PM ET
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