Purpose This paper proposes a learning-based framework for achieving customer service excellence in the banking sector by integrating structured employee training, the 3Cs model (Courtesy, Clarity, Consistency) and digital feedback mechanisms. It aims to address service quality inconsistencies and underutilization of customer feedback in an era of rapid digital transformation. Design/methodology/approach This is a conceptual viewpoint paper that synthesizes foundational service quality theories (e.g. SERVQUAL, Kano Model), organizational learning principles (e.g. Kolb’s experiential learning cycle, self-determination theory) and digital transformation research. The proposed framework unites these strands into a dynamic learning process, enabling double-loop learning in banking organizations. Methodological considerations and implementation challenges are discussed to guide future empirical testing. Findings The framework shows how experiential training, the 3Cs service philosophy and real-time digital feedback create a virtuous improvement cycle, resolving service issues while reshaping practices and culture. It also offers practical strategies to reduce employee resistance and boost customer digital adoption. Practical implications Banks adopting the framework can expect improvements in customer satisfaction, service consistency and operational efficiency. The SUCCESS training program and feedback-driven learning cycles provide actionable steps to foster a learning organization that adapts effectively to customer needs and technological changes. Originality/value This paper introduces a fresh framework that goes beyond traditional service excellence models by weaving in continuous learning and digital feedback. It offers banks a clear roadmap to build adaptive and responsive service capabilities for the digital age.
Bolar et al. (Mon,) studied this question.