The Customer's Perspective
Every week day I receive an email from The Credit Union Journal. It helps me stay up to date with what is going on in the industry each day. Some articles are pretty interesting and others (the ones that mention what bank or credit union got robbed yesterday) are pretty useless from my point of view. Maybe the security team at a nearby credit union needs to know this, but I would think they would get word of it much quicker from some other source than an email that they may or may not read the next morning. Anyway, I digress.
The point of this post today is one of the articles in today's email mentions a study that was done by The Bank Administration Institute.
"The "Frontline Experience Study" of 3,700 consumers found that consumers and banks view what constitutes a "relationship" in different terms. While banks view relationships as the number of accounts a person has with a bank, consumers viewed relationships in terms of trust and confidence and acting in the consumer's best interest."
There is a disconnect there that needs to be rectified. Maybe that is why one of the Assistant Vice Presidents of Citibank is making door to door sales calls to set up new accounts.
It is time to take a look at our business from our customer's perspective. I know that sounds like something that everyone should be doing but the banks don't seem to be getting it. Maybe it is time we stopped and actually listened to our customers. When was the last time you actually called up one of your customers and asked them what they thought of your business or services or how you might improve your service to them?
I am reading a book now called The Big Moo which is a book of short vignettes about being remarkable that was compiled by Seth Godin. In this book there are several short stories about being remarkable by finding out exactly what it is that your customers want from you. I would encourage you to get a copy. All proceeds go to charity and it can really inspire some creative thinking.
Have a great day!
Ken