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Perhaps the Credit Crunch has had at least one important effect. That is the nice to see article on the BBC that relationships between banks and their customers may matter after all: getting a mortgage, no longer a convenience product, now a suit and tie meeting to actually meet someone called a Bank Manager. Certainly actually seeing customers may help banks establish risk better but it is also a nice contrast to the focus on convenience and speed of the noughties. Of course its too much to hope for, but perhaps in a broader way, the humanic side of the experience might be the new differentiator. Relationships may indeed be the new rock and roll. So rip out those automated menu systems and offshore call centres and start to think people: I jest but maybe the pendulum is starting to swing the other way.
Steven Walden
Steven Walden is Head of Research at Customer Experience Consultancy, Beyond Philosophy. He has worked in Management Consultancy for the last 14 years including boutique and large strategy houses providing advice and guidance to a cross-industry range of businesses on market planning and consumer behaviour. Within his current role and working closely with leading business schools he has focused on designing measures of emotion and the sub-conscious using techniques from consumer psychology. He is also co-author of a new book coming out in Spring 2010 on Customer Experience Management.Recent Posts
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