Republished from a LinkedIn discussion group where Bob Thompson asked: “Do any large US banks deliver ‘enjoyable’ customer experiences?”
I went to the Chase branch that was across the street from the corporate area where I work with the intention of closing my recently opened account since I had not received my debit card in the mail in the promised time frame and nor my account information to establish direct deposit. This happened to be a Private Client location.
Before I could reach the door an employee opened the door for me, greeted me and asked how they could help me today. I stated that I wanted to close my account and they immediately responded with concern and took me to an office within the branch. I expressed my horrible experience with Chase in my very short relationship with them. The representative empathized with my situation and excused herself for a moment.
A minute later she returned with a debit card in her hand with my name imprinted on it and a folder containing my account information, a print out with a voided check to set up direct deposit, and her business card. She then stated to me “Mrs. Sampel, if I was in your situation I would be frustrated and I would close my account as well. All I am asking for is the opportunity to make things right with you. I am sure that we can meet your banking needs and prove to you that we deserve your business”.
I agreed to keep my account open and she followed up with saying “You have my business card and I want to you to contact me with any need or concern and I promise to take care of you.” Needless to say I was impressed by the less than 10 minute interaction and am now loyal to Chase.
Now I analyze customer experience for a living and in my opinion Chase found a way to differentiate themselves in a difficult market and they did it in a strategic way, they established their Private Client brand:
- They refer to it as concierge banking from Chase combined with investment expertise from J.P. Morgan. Customers are given a team of two employees, a personal banker and financial advisor. Which opens a door for more growth of business from each customer.
- All of these flagship location’s employees are given empowerment to do things that only a bank manager can do at a normal Chase location. These employees are also trained in relationship management and know that they must not only resolve the customer’s issue by addressing the their needs, but they have to address the customer’s feelings, and do it efficiently to respect the customer’s time–executing all of it in a professional way.
- They strategically placed these branches in growing suburban upper middle class locations and by large corporate areas. Also minimizing advertising their Private Client brand, which is according to “socioeconomic status” research, is appealing to the wealthy. Their most intelligent move was not indicating that any Chase customer can use these locations regardless of account type or size.
- Each of these locations can print actual credit and debit cards, eliminating the need for temporary cards or inconveniencing the customer by having to wait for their card in the mail.
In conclusion they have created and “enjoyable” banking experience that it will take years for other banks to surpass. They strategically executed this and as they continue down this road will reshape the banking as most know it now.
