Marketing Tools for Banking Industry and Customer Service RatingOne of the main problems of large companies is that they tend to lose contact with their customers and start to consider them as simple “numbers on a page”. What they don't realize is that there is no "accounting formula" to tell them how important "happy customers" really are. The most widely used form of research on the Internet is quantitative research. This involves collecting electronic information from an appropriate sample of customers to find out their views on the organization and the customer service it offers. This article will discuss the different marketing tools used in the banking industry and the level of customer service it provides. Navy Federal Credit Union (NFCU) Navy Federal Credit Union uses a multitude of marketing tools to promote its business. These marketing tools include advertising, promotions and competitive pricing. On the NFCU website, the front page has special promotions to advertise their loans. Currently, if one purchases a used company car using an NFCU loan, they will receive a rewards card worth $350. For this marketing strategy, they most likely partnered with a car rental company. That means NFCU likely won't pay the full $350 rewards card. Another marketing strategy is to use advertising. This is the best way to advertise because it doesn't cost much, if at all, and it has the potential to reach more people. If one were to miss a publicity event for NFCU, then one could grab a copy of the press release from their website. Some press releases currently issued are "GOV. BUSH APPLAUDS NFCU", "NFCU and Thoreau Middle School Showcase Student Creativity in 16th Annual Student Art Exhibition" and "Visa Honors NFCU with Three Quality of Service Awards" . The most basic form of marketing what NFCU does is competitive pricing. On the NFCU website, they list prices for all of their services. This technique demonstrates their confidence in their services by listing prices for everything. They also offer extremely low rates for their loans. ING Direct Knowing that ING is one of the largest banks in the world, a person would start asking questions aimed at expanding the company's journey to achieve this stature. One of the marketing tools used by Internet-based businesses or customer service-based organizations is bidding or buying the placement rights of where their website is placed on the results page..