Swiss retail banks are facing several difficulties, such as negative interest rates, digitalisation, and new customer behavior. GFT Schweiz AG, a software company, wants to solve these challenges with the Customer Value Tool. The tool allows banks and any other company to measure and increase customer satisfaction through a customized offering. GFT Schweiz AG has commissioned the author to research the antecedents for customer satisfaction and identify gaps in the state of the art and the methods applied in the Customer Value Tool.

The author has conducted a literature review to identify the state of the art to measure customer satisfaction and to determine its antecedents. In addition, structured interviews with ten Swiss retail banks were held in order to figure out their current needs. The findings of the structured interviews and the description of the Customer Value Tool have been done in the form of a business plan. The business plan helps to look at the tool from various aspects and provides GFT Schweiz AG with the further proceedings.

The interview partners confirm that customer satisfaction is important. Moreover, the literature review and the structured interviews show that an increase in customer satisfaction leads to an increase in profitability. The business plan shows that GFT Schweiz AG is able to develop the Customer Value Tool without any further resources. Nevertheless, the interviewed banks have some expectations of the tool that are currently not met. Therefore, the benefit of this bachelor thesis for GFT Schweiz AG are the suggested adjustments that have to be made to the Customer Value Tool in order to meet customers' needs. One of the main expectation is that GFT Schweiz AG should not only sell a software solution but also provide new business models that come along with the implementation. Thus, the author has already designed some business models in the bachelor thesis that GFT Schweiz AG could make use of. Last, through the structured interviews, other potentials in the Swiss financial market have been displayed. The bachelor thesis is thus an opportunity for GFT Schweiz AG to come up with further software solutions to support Swiss retail banks staying prosperous.