Commerce Bancorp better known as Commerce Bank is a New Jersey based bank established in 1973 by Vernon Hill, a fast food restaurateur. Hill relied on his extensive fast food business experience to developed Commerce Bank’s business and operational models.  He was successful in branches that opened earlier and closed later than competitors and even adopted the “ten-minute rule” (Frei, 2006) where branches opened 10 minutes earlier and closed 10 minutes later than reported hours of operation.

Adhering to this model commerce bank was able to bring in customers and emphasized superior customer service helping the organization to increase its customer base rapidly. While competitors where heavily promoting and forcing customers to use internet banking for daily transactions or pay fines to banking with tellers, Hill saw an opportunity to bring in more customers to his branches stating that “You can’t name one retailer in this country that has pushed people where they don’t want to go and succeeded” (Frei, 2006).

With increase competition and copying of existing strategies by competitors, Commerce Bank has introduced a customer experience concept titled Retailtainment. This will enable each branch to provide a unique and custom entertainment on Fridays to serve clientele.

Get assistance  using service operation models to analyze this case.

Reference:

Frei, Frances X. Commerce Bank. Harvard Business School. October 3, 2006