Tim Bursch

My big bank sent me a new check card recently. Except, I did not ask for one. It came with lots of confusing notices about security, blah, blah, blah. I left it on my desk because my existing card was working fine.

So, I start getting ominous messages from the bank about being at risk if I don’t activate my new card. What? I did not ask for one and did not need one. I break down and call the big bank.

Here’s their explanation paraphrased:

Big Bank: Mr. Bursch we noticed that your current check card might be one of many of our customers that is at risk for fraud. [Huh?] We proactively sent you a new card. You need to activate the new one by X date because the old one will no longer be valid.

Me: Security? Fraud? My old card was working just fine and I had no problems. So, why do I need this one?

Big Bank: This a process to help protect our customers.

Me: Uh, I thought I was already protected or that your were looking out for me. So, I have to upgrade to the new card?

Big Bank: Yes sir.

Me: So, now I have to take time to update all of my online business and information online?

Big Bank: I’m sorry sir, this update is mandatory.

Me: So let me get this straight, I have to do something I did not need because of your policy AND spend hours of my time to fix something that was not broken. Hmmm.

Big Bank: I apologize for the inconvenience…

You get the picture? The Big Bank customer service agent was fed all the lines and it wasn’t their fault, just their job. Was this new care really about security? It would actually be refreshing if they just told me: Sir, we are making changes in our business and will probably be charging you more in the future. In order to do this, we need to give all our customers new cards and new numbers. Sorry for the inconvenience.

But then that’s another blog post.

So, I asked people on Twitter about their experience with banks and got several responses. Here’s a story from Vasco Vasconcelos in Portugal about policy over service:

Some years ago, way before home banking got to Portugal, I went to the local agency of my bank to request a money transfer to Belgium, in order to pay for one of my father’s horses life insurance.

Naturally, I took with me the destination account’s IBAN (International  Bank Account Number). After giving it to the bank clerk…she said she couldn’t order the transfer without having another code: the SWIFT code. It wasn’t my first time ordering such a transfer, so I said I knew it could be done without that code. Even thought it was always preferable to have it, I had to do the transfer that very same day because the horse was going on a show the next day and I needed the receipt of the transfer as proof of pay in case (God forbid) something happened, and had no possibility of getting the SWIFT code in due time.

She insisted she couldn’t do it and that I was wrong, so I asked her to call her superior; her answer was absolutely outrageous: “I’m not disturbing my superior with such a meaningless thing” and “sure the horse will be OK” (imagine mocking voice) I got furious. I had been a client on that bank for several years (my dad opened my first bank account there on my 14th b’day). After insisting a couple of times, with no reaction whatsoever from the clerk, I headed straight to the manager’s office on my own. Needless to say, she followed me. All the fuzz caught the attention of the manager. After explaining what had happened, he authorised the transfer, confirmed that, although preferable, the SWIFT code was not a “sine qua non” condition on the transfer and apologised. I was a heartbeat away from closing my account, had not the manager been so nice to me. Don’t know what happened to the clerk, but never saw her there since. Word is she got transferred. God bless home banking

Who does your company serve? Your customers or your stakeholders and policies?

Tags: banking.

Most big brands have developed a presence on the largest social network in the world, Facebook. And most are using Facebook to connect and market to customers and prospects.

One interesting trend I’m noticing on some of the pages that I oversee:

People want customer service in the channel they are active.

It started with a simple question.

A fan asked about a specific problem. Our community manager answered. All in the public. So, now other people tried getting their problem solved. And we helped. But wait a second, I work at a marketing agency. Why are we doing customer service? Good question.

Service=Marketing

Fans and followers don’t care which channel you’re supposed to get service on, they just want help. So, maybe helping your customers, especially out in the open on networks, is marketing. It doesn’t really matter if the brand or fan fired the first shot in customer service. What matters is happy customers. That’s why you’re in business.

Are you providing customer service on Facebook or other social nets? Perhaps the question is could you?

Tags: channel, community management, Facebook, transformation.

We were getting groceries recently, and to get what we want ended up at a few different stores. At the checkout one store was noticeably rough with the food and didn’t seem to care. The other was careful and helpful. Cracked eggs vs. rubber bands and extra bags. Yes, there are some price differences and yes, different levels of service.

But one store leaves me feeling kind of bruised and hurried, while the other makes me feel taken care of.

I know these are small details in the customer experience, but they matter. How you treat people’s food, car, kids, and money spent all matter.

So, think about your customer’s experience. What little things could you pay more attention to? Remember, everything you do is marketing.

Your thoughts?

Photo credit: John Steven Fernandez

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I love Apple. I know they are not perfect, but they are pretty darn close. A week ago my iPhone was heating up for no apparent reason.

My son and I went to the store, got in the queue for help and loitered. We only had about a 15 minute wait for the Genius bar. Plenty of time to browse.

Here’s the deal, no one bugged us. There were no wolves surrounding us for the attack but we weren’t ignored either. It was busy, friendly, and fun.

Of course they helped and of course they went the extra mile.

Are you letting customers browse? Offline or online. Do they get pushed into a sales pitch or pop-up box? Or can they just look around at the cool stuff.

Apple creates a good balance of help and freedom. They are confident that you will be back.

Here are some possible ways to make it easy for people to loiter online:

• Simple clear design
• Easy to find case studies or testimonials
• Images, video, examples
• Obvious contact form or place to ask for help

How about your storefront? Do you let people linger?

Images by: exquisitur and goodrob13

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More and more brands are setting up outposts in Facebook. There is obviously some value in connecting with customers there.

When a brand posts something and gets a crazy amount of comments, what is the value? Is a comment equal to an ad impression?

My guess is someone is out there figuring out the dollar value of comments, retweets, and likes. They matter. But how do they compare with a display ad? Or billboard?

Let’s take a look at it this way- Passive and Active Marketing

Passive – ads, billboards, print, TV

• normal media
• top down influence
• impressions
• somewhat measurable

Active- social media, interactive sites, apps

• participatory networks
• sharing and word of mouth and peer influenced
• interactions
• almost all measurable

Both have a place in the marketing mix. But remember to pay attention when a customer or prospect takes time to make a comment because they are certainly paying attention to you.

How would you value a comment?

Photo credit: borman818

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Part of my work is helping companies manage online communities. The cool thing about marketing in these environments is that it’s not really direct marketing. It’s joining customer conversations.

Because most companies are not perfect, customers will voice complaints and disappointment online. For everyone to see.

An interesting thing can happen:

[warning: Tim’s not an artist]

1. Customer has a problem and voices complaint in public.
2. Brand is listening online (you’re doing that right?)
3. Brand acknowledges, responds, hears the problem and the loop is closed.
4. Transformation happens. Customer tells others about the experience and a negative is transformed into a positive.

How are you tracking these transformations? Is this marketing? Share your thoughts.

Hat tip to Aliza Sherman for getting me thinking about transformations.

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Our camera battery died and Target doesn’t carry it anymore. My wife goes into National Camera. We had no idea how much batteries were–sheesh.

The salesperson quickly intercepts Heather (possibly on his way to the restroom), finds the right battery, and proceeds to ring up the sale. Funny thing, Heather hesitated with the sticker shock of a battery and mentioned she might just want a new camera? She also told the salesperson that she uses a camera a lot for blogging. A few cues.

 
He didn’t bite, not even in an annoying way. It turns out he just wanted to sell the battery. He barely asked any questions to learn more about the prospect. Once the sale was made he did not ask for an email address. They have a newsletter AND we’ll be in the market for a better camera eventually. I think this person wanted the quick sale (and possibly the bathroom) but missed out an opportunity for a long-term customer. They also missed the opportunity to connect beyond that one battery shopper.

Here are a few ideas for NC:

• Give customers some space and then start with questions
• Listen. Listen some more.
• Know your audience. If you hear words you don’t know, ask questions.
• Be mindful of social media. Here I am writing secondhand about my wife’s experience. People are sharing more and more. You are always on.
• Extend the relationship. NC has mention of email and Facebook on their site, why not ask people to join in the store.

What would you add? How about your business? What are you missing?

Photo credit: Steve Keys

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I know, first impressions count. But what about the second impression?

 
First impression: I was looking for a new dentist last week. My wife left a message. No response back. None. It happens, not great but not the worst.

Second impression: I called them back this week to schedule an appointment. The person who answered the phone put up some minor roadblocks about insurance. I asked some questions. She determined her business would probably be out of network but she didn’t check. No resources offered. Not helpful. Me? Not impressed.

I gave this business the benefit of the doubt on the first call. Maybe the message got lost. Maybe they’ve been busy. I don’t know, it could be cavity season.

When I called them again and gave them a 2nd chance to impress they still didn’t do it. I know it might not have worked out anyways because of insurance (actually it would have), but they gave me the impression that they don’t need my business.

When your business gets a chance to make impressions, how are you treating people? Do you go the extra step? Are you helpful or friendly? For me, it goes a long way and really doesn’t take much.

Photo Credit: alborzshawn

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Where did all my money go?

Yeah, I finally got an iPhone a few months ago -I know, early adopter. When I’m not using it my kids are. I’ve just been sitting here all amazed at how they figure technology out without me showing them one thing. Amazed that is until a few days ago.

I see some charges from iTunes (as my wife said, "it’s not just nickels, people") and think someone has hacked my bank account.

No, I have purchased some very nice gems in a game. Lots of them. Crap!

I realize my daughter (7) bought these when she thought she was spending her virtual money. [Interesting design, but that's another issue]
Total mistake. Totally unintentional.

So, after reading the fine print and finding not one phone number, I email both the app and itunes. Honestly I’m expecting to be laughed at. Well about 24 hours later, I get a nice email from an Apple representative saying they are going to refund my purchase because of the situation.

Wow. I really had low expectations for service, but Apple went above and beyond.
This makes me wonder–

• When do you make exceptions to your policy?
• When do you seek to really understand your customers?
• What are results of giving a customer the benefit of a doubt?
• How are you making bigger fans? 

What do you think?

(Oh and for all of you wanting to tell me, I did figure out that all I had to do was change my settings to No In-App Purchase.)

Photo credit: Greencolander

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