It’s been a while, but I’m still fuming about the dry cleaner who wrote my name inside my clothes. With a Sharpie. Really!? This isn’t summer camp and I’m not 8 years old.

While this happened months ago, I’m still dismayed.

I get it. They were trying to do a good job—to avoid mixing up peoples’ garments—they thought the indelible ink was a great idea. The problem is, it’s only a good idea for them. Now when I take the blouse off the hanger, I see that mess of a label and it bothers me.

It’s gotten me thinking about how many other places and times people put up with something that’s easy for the business but not easy or pleasant for the customer. Financial institutions can be especially guilty. Here are some examples:

• the account statements with cryptic descriptions of charges and transactions (honestly, what regular person knows these terms?)
• the online banking portal that only works in one browser
• the ATM that's sometimes stocked with supplies, but not always
• the automated phone system that takes the caller through 11 levels of Hades before getting to a real person

 I also know some stellar bankers. I’ll give a big shout-out to my Treasury Management Consultant who gave me her cell number and actually answers it on the weekends (that’s putting customers first). I deeply appreciate her and promise not to take advantage. I am loyal.

No one’s perfect. As a leader at your institution, you must be constantly on the lookout for ways to endear your customers to your brand. Before you give them a logo'd water bottle, be sure you’re making their user experience the best ever.

Bankers: have you secret-shopped your institution? If not, do it now.

Let us help you create an outstanding customer experience that makes people love your brand. Call Martha direct at 785.969.6203.