In September I found myself at a branch of my bank awaiting a receipt. My time was spent perusing brochures, people-watching, and staring into space. Then the monitor behind the counter caught my eye.
As a marketing professional I’m naturally curious about every company’s messaging. So I watched their video presentation. Twice.
Finally I realized the problem. “The picture’s fuzzy,” I told the teller, who smiled noncommittally.
Last week I visited another branch of the same bank and determined the problem wasn’t my eyes, but the presentation itself.
This time the teller acknowledged the issue. “We said something to headquarters weeks ago and they promised they’d fix it,” she said.
Yet here we are, months later, and the problem persists.
When I started in business, my father advised me to be sensitive to customers’ needs. “People’s eyes start playing tricks on them around age 40,” he warned.
Truer words were never spoken! Shortly after I hit 40 my eyes started acting up, and they’ve only gotten worse with age.
So here I was observing a marketing presentation that was unfocused and giving me a headache.
And the bank’s marketing department apparently wasn’t very concerned about it.
Meaning the message meant to reinforce my warm fuzzy feelings for this bank instead irritated me.
Counter-productive? You bet!
Even if the bank eventually gets its act together, it’ll be quite a while before I’m watching that video again.
Translation: beyond the annoyance factor, they’ve lost a very visible, very cost-effective tool for communicating with me.
And a measure of good will has also been lost because they didn’t pay attention to my needs.
Now let’s consider your business. Do you:
• Know your customer’s profile and their preferred ways of being communicated with?
• Understand their needs to ensure they receive your message?
• Listen to your staff when they tell you there’s a marketing issue requiring attention?
Admittedly I’m not so annoyed that I’m moving my business elsewhere…yet.
Still, I’m now wondering which other concerns of mine they’re ignoring.
And should the competition hit me with the right offer, benefits, and messaging on the right day, I might be persuaded to switch.
All because some faceless person didn’t take the time to ensure quality control at the point of sale.