A study of opposites in customer messaging

A study of opposites in customer messaging

A little study in opposites.

One, a surprisingly beautiful experience with a Big 4 bank.

The other, a surprisingly gross one with a niche craft seller.

So, I moved banks again recently. In doing so, I knew that with only a handful of branches within 20 km, the lines at the bank would be huge. So I contacted them online, got a callback and voila.

Or so I thought.

That person didn’t actually do their job. They promised 3 days and I’d be on my way.

Seven days later, I phoned them.

When the person looked at what hadn’t been done, she personally connected me with a Magic Fixer Woman, who not only verified all my ID (and business) digitally, but set all the accounts up over the phone. Within an hour, I had everything set, and right to go, including internet banking and a direct contact for questions.

Can you say OMG WOW? Because I sure did. What a way to overcome a shoddy staffer’s lack of work.

It’s the kind of experience you expect to get from a crafts artisan.

Except that it isn’t any more.

Back in February, I ordered some beautiful stationery to accompany my return to work.

Yeah, I’m a sucker for my Filofax and I bought some printed dividers that would level up its effectiveness.

Except, they never arrived.

Six months later I reach out to the seller.

The seller goes,

‘Well if you’d contacted me within 30 days I would’ve helped you, but I’m not obliged to now.’

But they have me a discount code to buy more stuff with.

Yeeaahhhhhhh right! As if!

It wouldn’t matter if the voucher was for 70% off! I still wouldn’t use it after that kind of response.

The bank, in doing whatever it took to rectify an error not only created a genuinely Wow experience for me, but sent the message that my custom matters.

By giving me a direct contact, establishing everything without a glitch, and checking in on me afterwards, the bank is saying that this kind of care is usual; that my business is actually important to them; that they don’t want me to go anywhere else, because they’re willing to go the extra mile.

In contrast, the artisan is only willing to go as far as Policy. After that? Tough shyt. It’s not as if the product was a hand-crafted, porcelain pot that took weeks to create, cost a bomb in materials, or was otherwise steeped in skill and care. No, no. This was a printed, templated item, produced in-house.

And yet, not even a slight attempt at rectification.

What the artisan is saying is that they aren’t willing even to discuss a solution.

By pointing to a policy and pretending that they have no leeway, they’re telling us that their customers come last.

So many people believe that their brand’s message is what is in the written material.

But it’s so much bigger than that.

It’s in your emails.

It’s in your problem resolution process.

It’s even in your receptionist’s resting bitch face.

Take care that however you interact, you’re doing it in a way that supports your long term goals.

That might mean taking a financial hit in pursuit of a long term customer, after things have gone wrong.

It might not be a problem if you see it as a loss-leader, and view any rectification as a key marketing activity.

Changes the perspective, no?

This is the kind of thinking you’ll get access to in the series of Masterclasses I’m running In FY22.

It’s really a lot more than a series of Masterclasses.

It’s a series of Badassery, masquerading as Masterclasses.

But you’ll need to go join the Pixie Channel to see the detail.

Joining is free. In exchange you get news, best practices, thought provoking media, and the occasional private podcast.

And community, of course, because that’s heart and soul of what I do.

Go to https://t.me/brutalpixie

Leticia “pretend everyone is your Grandma” Mooney

Leticia Mooney

The Brutal Pixie is Leticia Mooney. Race: Eladrin, Class: Publisher. --- Leticia is Australia's foremost authority on publishing in a business context. She ghostwrites for, and advises, entrepreneurial individuals in the professional services.

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