Making the mundane memorable is the key ingredient in customer experience management.
I had the good fortune to attend a luncheon today held by the Grand Rapids Business Journal honoring the 50 Most Influential Women in West Michigan. It was wonderful to see the efforts of so many women pay off and be recognized for their leadership in our business world and in our communities.
During the luncheon, I was seated next to a woman who is a Senior Vice President of Huntington Bank. She told me two very interesting stories that I wanted to pass along. One deals with making a small extra effort and the other is just in how we treat people.
One of the customer service representatives in a branch recently became aware of a customer having some physical limitations. It was difficult for the customer to get out of her car and get into the branch without much pain. The customer service representative then asked the customer to call her before she left her house as she was on her way to the bank. The bank representative then met the customer in the parking lot and performed the bank transaction. Did this effort cost the bank any money at all? No. Did this effort make a large difference to the customer, both physically and emotionally? Absolutely.
The next example involves a hiring decision. My lunch partner asked an interviewee why she was applying for a position with Huntington Bank. The interviewee responded “My grandparents have accounts with this bank and they say that it is the nicest bank around.” By treating these people well, Huntington Bank has retained the business of this couple and has engaged them not only to recruit potential customers, but bank associates as well. Clearly, the grandparents had been treated kindly during their interactions with the bank and felt that it had the culture that would befit their granddaughter working there.
While the examples are isolated, the premise takes place each and every day in companies both large and small, all across the country, even throughout the world. The one common denominator is that someone took an ordinary experience and made it memorable.
Tomorrow – Part 2 of the wonderful service from the hotel hosting the luncheon – the JW Marriott.