Easy Does It -- Wells Fargo Banker's Personal Touch Creates a Delightful Experience
3 comments | 1986 reads I recently took my mother to a Wells Fargo branch office to take a care of 3 different transactions: getting a credit card reactivated, depositing coins and ordering checks.
The coins required a visit, but the other two transactions could have been done by phone or maybe online. I hoped one visit to a local branch would be easier, but deep down I feared it wouldn't.
Frankly, I expected we'd be shuttled around the branch to different people to take care of each transaction. Or, worse, told to use the phone to call the credit card support number directly. (That's happened to me before at a Wells Fargo branch.)
Instead, it turned into a quick and—dare I say it—delightful experience. Because when we entered the branch, a banker warmly greeted us and asked how he could help. After learning what my mother wanted to do, he invited us to sit down at his desk, and then took care of everything.
- Called the credit card division of Wells Fargo to activate a credit card, then set up automatic online payment.
- Took the coins to the teller to make the deposit, and returned with a receipt.
- Ordered new checks.
Before inviting us to sit down, the banker didn't know us or much money we had at Wells Fargo. So far as I know, he didn't check my Klout score to see if I was influential.
Right about now, Social CRMers are screaming that all that personal (read: expensive) effort could have been misplaced, because the banker didn't know our Life Time Value or whether we'd post something on Twitter or Facebook afterwards. (I'm sure they'll be some nifty technology coming out soon to correct that problem, perhaps integrated with those new Google glasses.)
The CEM crowd is probably upset, too. Because after we were done, he didn't give us a satisfaction survey or ask if we would recommend Wells Fargo to our friends and family. Instead, he said we were welcome to have a cookie before leaving, and so we did!
The personal touch by this banker is what made our visit both efficient and delightful. Think about what your frontline people are doing when approached by customers. Are they just traffic cops for your service channels—the human equivalent of an IVR? Or will they take ownership and add value personally?
Bob Thompson
- About Bob Thompson |
Connect:
- 1986 reads
3 comments »
Maz Iqbal
The personal touch is what really masters
Hello Bob
I read your post with avid interest. Why? You have disclosed the essence of great experience. I don't have to tell you, you experienced it and as you say it was all to do with the personal touch. Yet, I ask you this: why did you notice that personal touch, hy did it touch your heart?
In a nutshell, our institutions including businesses are inhuman, impersonal, self-centred at best, often indifferent. Look deeply at all the customer oriented literature and taken for granted best practice and you will find a mercenary, transactional orientation at the heart of it. Yet, it is disguised as a savvy relationship orientation. Even a customer-centric orientation: If you are a high spender then we will treat you well. And the day you stop being a high spender we will ignore you. To a customer this does not show caring, it shows up as something I am entitled to because I spend o much with you. And entitlement does not build loyalty.
Ultimately, we are social and yearn for and cling to those who value us, as human beings of worth, and make us feel valued. This is something that only the mavericks get ne act on. It is the essence of service: the personal touch that enriches the quality of th experience of being alive.
Maz
Bob Thompson
feeling valued
I noticed and was delighted by this personal touch because it was unexpected. Sad to say, it's all too rare.
At Wells Fargo, they (apparently) send their staff to training to give a cheery greeting when someone enters the branch office and then ask "How are you?" But in most cases it seems forced, not a genuine caring.
In this case, the banker was friendly but not overly effusive and didn't make a bunch of happy talk. Instead, he just seemed to want to help. Very refreshing.
I think you said it best: we want to feel valued. And when we're treated as valued even when the business doesn't know our worth, it feels authentic.
The solution: hire more people like the banker who helped my mother!
Alexandra Ball
Thanks
Hi Bob, Alex Ball with Wells Fargo here. Saw your post and just wanted to say “thanks” for taking the time to share the good experience you had in one of our stores with your readers!
Join the conversation!
MarketPlace
Boost Customer Satisfaction & Loyalty at SCORE 2013
[May 29-31, Boston] Customer experience management (CEM) strategy meets customer operations at SCORE Conference 2013. Topics include driving customer satisfaction and loyalty, employee engagement, customer retention, call center technology and big data analytics. CustomerThink members save $700 off the regular registration fee.
Digital vs. Human Banking Experiences: Can This Be a Happy Marriage?
[June 6] It's time for banking leaders to rethink how to nurture and grow customer relationships in an increasingly digital world. Get the results of a new study that revealed the CX practices of top performing banks. Learn how digital Innovations can enable more personal service.
[June 10-13, Chicago] If you are responsible for the results of your company’s website, social media, ecommerce, web intelligence, data strategy, audience research and/or measurement, then mark your calendar. Customerthink members save 15% off full conference passes with code CTKTO15.
[June 10-13, Chicago] PAW's program will feature over 40 sessions with case studies so you can witness how predictive analytics is applied at leading enterprises. Customerthink members save 15% off full conference passes with code CTKTO15.
Confirmit’s Community Conference ’13 – London and Las Vegas
[June 19-21, London; June 26-28, Las Vegas] Attending CCC ‘13 gives you an unrivaled opportunity to understand and address rapid industry changes and discover new techniques that can drive your business forward. Create a tailored agenda that explains how to overcome the challenges your business faces. Take advantage of excellent networking opportunities and face-to-face discussions with thought leaders.
Global Customer Experience Management (CEM) Certification Program
[Sept 19-20, Amsterdam; Sept 24-25, Sao Paulo; Nov 12-13, San Francisco] An internationally recognized program with proven track record of success - being run for 40 times in 17 cities with attendees from 58 countries, the program is developed based on the U.S. patent-pending Branded CEM Method which aims to drive customer loyalty and brand differentiation with quantifiable business results. Limited offer: USD300 early bird discount.
Customer Experience Certification
[Sept 24-26, London] If you’re developing a customer experience program or want to review your current approach, join other customer experience leaders for this intensive 2.5-day certification. Presented by Medallia, the global leader in customer experience management. Enter code ‘Cthink’ to save$300/£200.
Voice of Customer 2.0: Creating Change Your Customers and Employees Can Believe In
[Recorded April 25] Despite good intentions, in the majority of companies Voice of Customer programs contribute little to business success. Join us to learn the secrets to capitalize on Customer Experience feedback, so you can drive organization actions that will unlock profitable growth.
Get your event or resource listed in the MarketPlace, reaching 200,000 business leaders monthly.
For more information, contact
CustomerThink advertising sales.
Follow CustomerThink
The Future of Work - Please Give Your Input
CustomerThink is collaborating with Chess Media Group in a study about "The Future of Work" including the use of social/collaborative tools. Please take a few minutes to share your input. As thanks for your time, you'll receive a complimentary copy of the report.
Featured Resources
