Barclays’ frontline staff will receive bonuses for customer service rather than for the sale of products.
The new bonus structure will effect more than 20,000 employees in the bank’s UK retail and business banking division.
The incentives will be based on how satisfied customers are with the service they are provided and the extent to which they would recommend Barclays.
Antony Jenkins, group chief executive at Barclays, said: “We believe that becoming the go-to bank is about helping people and businesses get on.
“Therefore, the key to Barclays’ long-term success is the level of service we provide, not how many products we sell. We want customers to choose Barclays because of the great service they receive from us.”