LLOYDS TSB is aiming to boost the survival rate among its customers by launching a more personalised service for small businesses in Swindon, Didcot and Newbury.

"The business banking team is doubling efforts to improve the support we currently provide to our customers," said David Nicholls, who has just been appointed as senior business manager, Swindon, Didcot and Newbury.

"We will be contacting each of our 2,000 customers to ensure that they get the most out of our services and are fully aware of what we offer."

Last year, Lloyds TSB helped 100,000 people to start up new companies and recently re-vamped its small business banking offering.

The new service is aimed at helping new and existing customers be demonstrably more successful than those banking elsewhere, and is available to all businesses from start-ups to established small businesses.

This marks a move away from the traditional 'one size fits all' approach, to a more individual service, based entirely on each business' definition of success.

The new service was devised following three years of intensive research among Lloyds TSB's 550,000 small business customers to identify ways in which the bank can help increase business customers' success.

"Entrepreneurs making the commitment to start a business and driving to build a business for future generations need and deserve better help," said Mr Nicholls.

"Our new business banking offers are geared to making businesses more successful and halving the failure rate among our customers."