The Story

If you’ve been reading this blog (or if you know us at all), you know that we’re always talking about the importance of building experiences. Well, I had a great customer service experience recently, and it got me thinking. As I sit down to write a quick recap…I’m realizing a couple of things. First – the experience that I was so excited to write about, while good, was not really extraordinary or over the top; but I’m so used to average or below-average customer service that going somewhere and having someone do their job courteously, efficiently, and professionally seemed like something out of the ordinary.

Second, I realized that as good as my customer service experience was, that didn’t make up my whole experience with the company. Part of it was going to their website and having a tough time finding what I was looking for; part of it was walking in the front door and knowing (or not knowing) where I was supposed to go to be helped; part of it was the quality of the actual product I’d set out to buy.

All of these things had nothing to do with my good customer service experience, but they all had to do with my overall experience. So, while I applaud this company for their tremendous customer service, I’m left wondering if they just got lucky and hired some good people, or if they’ve actually decided that professional, courteous, informative service is an important touchpoint for their company’s story. And if they have decided that it’s an important touchpoint, what about their other touchpoints? Have they considered those? I Hope they’re not waiting to just get lucky with those also…

The point? How can you relate this to your bank marketing or credit union marketing efforts? Proving your story is not a project. No start, no end. It’s ongoing, and hits every facet of your business. I’d even argue that it’s potentially WORSE to prove your story in one area and not in another, than it would be to consistently not prove the story.

This entry was posted on Thursday, March 8th, 2007 at 9:38 am and is filed under Credit Union Branding, Bank Marketing, Touch points, Branding, Credit Union Marketing. 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.