Why Corporations Don’t Understand Sharing

by Jason Falls |
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MoneySunday, a pollster called my house to do a consumer experience survey for my bank. But it wasn’t just the bank, it was my bank … the branch I use. Intrigued at the mention of a recent trip to the actual location and happy to give credit to the friendly folks there, I agreed to participate in their survey.

Most of the questions were on a scale of one to five, with five being most satisfied, likely, etc., how would you rate this or that. I was rattling off a bunch of fives … they honestly do a fine job and I’ve always been happy with them … when I suddenly caught the pollster off guard.

“On a scale of one to five with five being very likely and one being not likely at all, how likely is it that you will tell someone else about your experience with the bank?” he asked.

“Two.”

“Two?”

“Yes, two.”

There was a pause.

“I don’t understand,” he said. “You’re overly satisfied with every aspect of the bank but you’re not very likely to share that with anyone?”

“That’s right.”

“Do you mind if I ask why?” he said, certainly breaking some rule. The incredulity in his voice led me to believe this wasn’t the prescribed follow-up question.

“Because you’re a bank. I take my money there. When I want it back, I go get it. It’s kinda hard to screw that up.”

He said, “But …” and I interrupted.

“You guys are even insured so that if you lose my money, I still get it back. And you know what? Other banks do the exact same thing. If I brag about you to my friends, they’ll say, ‘And?'”

“Yes sir, but you seem so satisfied with us, I just had to ask.”

“Well, you’ve asked me if I’m satisfied with the service, interest rates, locations, cleanliness and so on. I am, and very much so. But I can get all of those things in varying degrees at any bank on the planet. It’s kinda what banks are supposed to do.

“Now if you want me to share my experience,” I continued, “You need to be exceptional.”

“And how might we make the experience exceptional, Mr. Falls?” he asked.

“I don’t know … when I come back for my money, give me my money … and a pizza.”

We chatted for several minutes before he returned to the last questions on his survey. He was interested in my perspective which was simply to illustrate that many corporations have a mistaken impression that if they just do their jobs, people will like them and talk about them. What corporations must do to achieve conversation and the recommendations that result is to do something exceptional.

So, what are you going to do today to make your brand, product or service exceptional? And do you think my next trip to the bank will result in a culinary bonus? Comment and let me know.

Other posts you’ll find interesting:

  1. Whose Content Is It, Anyway?
  2. The Disconnect Between Corporate And Retail
  3. Church Differentiation
  4. Hint At Exceptional Service
  5. Greet The Customers, Even The Jerks … Maybe Especially The Jerks

IMAGE: “Money” by jenn_jenn on Flickr.

[tags]customer service, sharing, corporations, consumer experience, buzz, talk value, conversation[/tags]


About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).