The Story

Lately a new misunderstanding out there in bank marketing & credit union marketing land has come to my attention. At CBC, we’re out there telling our clients to ensure they’re creating solid experiences with every touchpoint. We talk about the experience customers have. The experience employees have, and so on. You get the point. When the light bulb comes on, they suddenly get it.

Well, sort of.

The problem I see is that most people think creating a better brand experience means making sure the customer/member/employee/prospect/etc. experience is “nice” enough. Or “good,” or some other synonym for “positive.” I hear statements like “we want to create a wonderful customer experience.”

Creating “wonderful” experiences is not the point, though. The point is to create relevant experiences–experiences that prove your story. An experience can be pleasant as well, but make sure it’s not just about “nice.” This applies to every experience, from the experiences your employees create with the way they talk, to the experience you create with your branch. Your people shouldn’t dress “nicely,” they should dress in a way that proves your story. And that might not be dressing “nicely” at all.

This entry was posted on Tuesday, February 13th, 2007 at 5:36 pm and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Touch points, Experiential Marketing, Credit Union Marketing, Corporate branding, Multisensory Marketing and 5 Senses Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.