Marketing Tools for Banking and Customer Service Evaluation One of the main problems of large companies is that they tend to lose contact with their customers and start to see them only as "numbers on a page". What they fail to understand is that there is no “accounting formula” that tells them how important “happy customers” really are. The most used form of research on the Internet is quantitative research. This involves collecting electronic information from an appropriate sample of customers to find out what their opinions are of the organization and the customer service it offers. This document will discuss the various marketing tools used in the banking industry and the level of customer service provided. Navy Federal Credit Union (NFCU) Navy Federal Credit Union uses a variety of marketing tools to promote its business. These marketing tools include advertising, promotions, and competitive rates. On the NFCU website, the front page features special promotions to advertise their loans. Currently, if you purchase a used company car using an NFCU loan, you will receive a rewards card worth $350. For this marketing strategy, they have most likely partnered with the car rental business. This means that NFCU will most likely not pay the entire $350 reward card. Another marketing strategy is the use of advertising. This is the best way to advertise because it doesn't cost much, if any, and has the potential to reach more people. If one were to miss a publicity event for NFCU, they could retrieve a copy of the press release on their website. Some currently published press releases are "GOV. BUSH APPLAUDS NFCU," "NFCU and Thoreau Middle School showcase student creativity at 16th Annual Student Art Exhibition," and "Visa Honors NFCU with Three Quality of Service Awards" . The most basic form of marketing NFCU does is competitive pricing. On the NFCU website they list the rates for all their services. This technique demonstrates their confidence in their services by listing the rates for everything. They also highlight extremely low rates for their loans. ING Direct With the knowledge that ING is one of the largest banks in the world, a person would begin to ask questions that seek to broaden the company's journey to get to this stature. One of the marketing tools used by businesses using the Internet or customer service based organization is offering or purchasing the placement rights of where their website is placed on the results page.