It's Complicated
Is it just me, or is it getting harder and harder to give folks your money now adays?!?!
As financial institutions, we say that the benefit of debit cards is to speed up and ease the process of making purchases. That is, of course, until the retailers screw it up!
- No, I don't want cash...
- Here's my zip code...
- Yes, I know about your pharmacy...
It seems like we've taken a tool that was meant to make life faster and easier and added so many bells and whistles that you have to take 5-6 steps to complete a transaction.
My point for all of you financial marketers? Take an objective look at your processes.
Many of us in bank or credit union management take steps to make our personal banking transactions easier because we can. Don't lose touch with your customer's experience:
- Complete a teller transaction
- Call your call center with an issue
- Sit at a new accounts desk to open a new account
- Use online banking, bill pay and e-statements
- Walk into each and every branch
- Use your ATMs
- Have friends and family bank with you and report what they see
- Grab a clip-board and do branch intercepts
- Get regular feedback from your sales staff
Does your electronic access ask for unnecessary information? Are your processes streamlined? Are you easy to do business with?
