Let me rephrase, a lot of companies declare they have the customers in their minds; Nevertheless, a reliable number of how many of those maintain a customer oriented behaviour is practically impossible to calculate. They are not that much.
This difference is definitively not countless, moreover it require a huge organisational effort.
There is a factor whoever stay on the market is better not to forget: to be coherent between what you say and how you behave.
Without this alignment there will be no marketing campaign, there will be no business dinner, there will be no business relationship which will work out.
To act in line with the said part of our customer strategy will dramatically change our future, as we will have the chance to use every feedback as a continuous improvement point; moreover, the probability of being given another opportunity by our customers is maximised.
Without staying in line between what we say and how we act, a second chance will be hard to get.
Let me tell you guys about this story of my bank, which may be taken as an example:
“My bank is different.”
It is not the bank that advertise through the quote “My bank is different”, but actually it is.
My Bank says that a traditional bank account gives the advantage of having a real human contact who knows you and is available to solve any issue. Good.
My Bank says that this justifies the higher cost of a traditional bank account versus the online accounts. Looks reasonable.
My Bank, on top of the expenses they charge for the bank account, which can be zeroed by becoming shareholders, charges the customer every time the cash is taken from an ATM which doesn’t belong to the same firm. Well, it is sufficient to organise yourself with some cash in advance.
My bank decided that with the technical change of the name for all the operations to debit the recurring invoices on the account, from RID to SSD, the cost of such contabilisations goes from 0 to 1 euro each. Aha.
My bank, when I asked to find a way to avoid that type of charge, proposed to quickly sign off a new contract in which that type of cost is reduced by half. Sadly all the other expenses for me should have been increased. No, this is not the way to treat a customer, should I have trusted my personal live contact I would have signed off an even worse contract.
My bank decided to pursue a capital increase, which documentation says it is needed so they will have “better company indexes”, that means in other words “we need extra cash for free as we are not able to have better indexes just counting on our own ability”. Bravo! Everybody is able to have good indexes in this way.
My bank, when I say I wasn’t going to adhere to the capital increase, behaved with me like old friends, showing some (wrong) figures to convince that the capital increase whould have been worth to my finances. As soon as I shown the error in the figures, the (fake) friendship disappeared and no explaination about the wrong figure has been provided. But… where is the advantage of the human contact?
My bank say that I’m the wrong part of the story because I dont’ periodically spend time with them to get convinced in pursuing some investments trhough their own financial tools, because they are good in evaluating investments while the customers are not. But the wrong figures on the capital increase? aaaah, now I understand….
My bank is going shortly to become my ex-bank. As soon as they discovered this I have been told that I failed in building a trusted partnership with them, suggesting that I don’t fall in love with bank that keep the doors opened also in the afternoon because “they do it only because they have too many headcounts”. Well, who cares???
My bank keep on paying the salary to my human counterpart, and this is good; he told me that, without his personal dedication and contribution, 90% of the customers would have already left the bank like I’m doing. Dear ex-bank, this is not enough, not anymore enough.
How many companies do you know which despite of what they say they think only about themselves, by moving the fault on the cusomer’s side whatever may happen, and claim for competitor’s faults whenever they fail?