Seems like more and more companies are entering the WOW! service game. Initiated first by internet retailer and customer service extraordinaire Zappos, and most recently adopted by TD Bank. A bank providing WOW service? Not an industry most customers associate with outstanding service.
TD Bank has gone so far in promoting their WOW! service, they created a feature on their site called the “WOW! Zone” where parents can teach their children important information on money.
So why enter the WOW! game? I think its simple… provide a great experience for a customer, more importantly an experience that exceeds their expectation, and they are bound to spread the word about your brand. Ask any marketer what the strongest form of marketing is and undoubtedly they’ll say WOM (Word-of-Mouth).
So instead of spending thousands of dollars on that next 30 second TV spot or a two page ad in a national publication, maybe businesses should think more about investing that money in additional customer service training. What drives you to try out a new brand most? Is it word of mouth or is it other forms of marketing? And what are you more likely to share with your friends… An outstanding shopping experience or a tv ad?
I recently requested an invitation to try out a brand new banking service from a Brooklyn, NY based startup called BankSimple. About a day after requesting an invite, I received the following email:
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I’m (Name Redacted), a Customer Relations Representative at BankSimple. Thanks so much for requesting an invitation to try out our service! We’re still planning and testing, but we’ll begin opening up BankSimple soon.
In the meantime, though, I’d love to hear your story. I want to hear from you, personally, about what you want from a bank: your loves, hates, quibbles, desires, hopes, and dreams regarding your financial life. Really: what’s on your mind, and what are you hoping for from BankSimple? We’re committed to building the best service we possibly can, and the only way to do that is to know what you’re looking for. So, what’s up?
We can’t wait to show you what we’ve been working on– and get your insight into how we can make it better.
Thanks again. Hope to hear from you soon!
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Given that I NEVER speak to anyone at my current bank, a personal email from BankSimple asking about my personal finances was very impressive. When I enrolled at my current account, I vividly remember salespeople trying to up-sell me on products and services I didn’t need, with little to no consultation. Contrast that to the tone of the above email which is thoughtful and considerate. With that in mind, I most definitely plan on responding. I have no idea what’s in store from BankSimple, but given this consultative email, I’m very excited to find out.
