The Story

A lot of companies claim to care about their customers’ opinions, but how many can really prove it? New Seasons can. Instead of just saying they care, the forward-thinking grocery store takes it a step further. They provide a cork board wall at the front of the store, where customer grievances are tacked up for all the world to see. Also posted are the staff’s responses to these complaints. What does this simple gesture tell about the company? Several things. First, it proves New Season’s “we care” message by showing that complaints don’t just disappear into some administrative black hole. Second, it shows that the company is making an on-going effort to improve operations. Third, it conveys transparency – a we-have-nothing-to-hide message that is important for a business whose slogan is “The friendliest store in town”.

So, bank marketers and credit union marketers, how can you use this? Try doing something similar where you work. If a customer writes a complaint that teller lines are too long, post it in a visible place with a response. Prove that you are taking their comments into consideration. After all, if your brand identity is based on “caring” or “service”, it will only hurt you not to do this.

This entry was posted on Monday, November 5th, 2007 at 9:01 am and is filed under Bank Branding, Credit Union Branding, Bank Marketing, 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.