In the quest to improve the customer experience, no hassle is too small to avoid scrutiny these days.

At RBS Citizens Financial Group, a lot of customers getting new debit cards had been asking for their PINs to be resent, and its customer experience team noticed. In researching the issue, the group discovered that customers were confused because their debit cards typically came in the mail five days ahead of the personal identification numbers needed to use them. As a result, they were requesting new PINs before the original ones had even arrived.

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