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ABA: The American Bankers Association
Industry Insight

How Adams Bank & Trust Made It Easy for Customers to Submit Feedback

  • Brought to you by Kadince
  • Published June 19, 2026

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How do you know if your customers are truly satisfied if they don't have an easy way to tell you otherwise? Adams Bank & Trust realized that requiring customers to share complaints directly with employees was creating friction and limiting valuable feedback. By implementing a simple online feedback process, the bank made it easy for customers to submit complaints, compliments, and suggestions while automatically routing each submission to the right team for follow-up. The result wasn't more complaints, it was better visibility. Leadership gained confidence that customer feedback was being collected, reviewed, and addressed through a consistent process rather than relying on informal conversations. Sometimes the biggest improvement isn't generating more feedback. It's making sure you're actually hearing it.

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