Stuck not loyal
"Standing in the bank queue, the shutter comes down; the teller is off to lunch. The queue builds up – its lunch time and I’m wasting my break in the bank queue. The ATM won’t accept my card so I have no choice. I am so fed up in the bank queue. Why can’t they get more staff? There’s plenty of ATM’s but no people."
A well known bank wanted to measure customer satisfaction - so Cimigo went to the heart of the matter and focused on their staff. The old adage ‘People make an organisation’ has no greater relevance than in the service industry. It’s not what you do; it’s how you do it. The group had invested heavily in technology to make it easier for customers and had a strong outbound brand image but still customers were beginning to feel alienated.
By researching the employees, we began to see why. The development of the brand expression had bypassed the employees completely. Without their buy in, understanding and call to action, the brand could not develop emotional connectivity with the customer. We focused on building a stronger emotional connection between the brand and its employees. Brand engagement at this level, then resonated with customers to deliver significant customer WOW moments. Moments of delight which make an impression and get talked about.