An important part of being a responsible financial institution is tracking our progress in providing outstanding service to our customers and ensuring an easy, clear and effective complaints resolution process. Customer satisfaction is one of the key drivers of Scotiabank's success and we have made customer loyalty and satisfaction a key global performance indicator for the Bank.

We rely on a number of research and survey vehicles to gather customer feedback on our products and services. Areas for improvement identified from this feedback are translated into performance targets and appraisals at the branch level, and form part of the balanced scorecard targets of senior management.

Some examples of our measurement programs include:

• Through Your Customers' Eyes is a survey of randomly selected retail banking customers who are contacted to obtain information on customer loyalty and satisfaction. The Scotiabank Customer Loyalty Index is based on results from our Through Your Customers' Eyes survey, and is a key indicator of customer commitment.
• Team Voice enables employees to anonymously comment on policies, programs or issues that affect their ability to deliver high-quality service. In 2008, Team Voice received 5,477 messages.
• Outside of Canada, in 2008, Scotiabank International Banking implemented a consistent customer satisfaction and loyalty program (Through Your Customers' Eyes, International Banking) in our largest 21 markets in the Caribbean and Latin America. During the year, we interviewed more than 20,000 Scotiabank customers and compared their responses to those of our competitors' customers across each region. Based on the results from the program, we have consistently outperformed the total competition in customer loyalty in Scotiabank's English Caribbean, Latin America and Mexico regions.

Addressing customer complaints

To respond to personal banking and small business customer concerns and complaints, Scotiabank follows a three-step internal process, as shown in the accompanying chart. If a customer still feels his or her concern has not been satisfactorily addressed, he or she may contact the Ombudsman for Banking Services and Investments, an independent organization that investigates customer complaints about financial services providers. Internationally, Scotiabank locations follow similar complaint management processes, which vary according to local needs or regulatory requirements.