Finding Needs via Customer Service (And A Brand Lesson to Boot)

[MJ DeMarco]

There's a thread in the INSIDERS forum about spotting needs and it was mentioned that many needs have NOTHING to do with NEW PRODUCTS, NEW SERVICES, or some NEW INVENTION.

Many times, it's just the SAME OLD PRODUCT/SERVICE, with NEW customer service.

I great example of this is ALLY BANK.

Take note of how they are attempting to brand themselves.

Spot and identify the problem.

"Bank customer service sucks!"
(On hold, fake "niceties" such as "how can I help you today?", ATM charges, talking to a machine, transfers to various departments, voice mail BS, fees, blah blah)

These hassles/issues are not straw-man, false arguments -- they are TRUE. These are things WE HATE when banking! We all have experience in this area and this is why it WORKS!

In their advertising, they identified these service gaps and "hates", and solved them in 30 seconds.

Surprisingly, many needs are simply poor customer service. Ally Bank is doing a good job of demonstrating the typical bank experience and showing WHY they are different and WHY you should bank with them.


[video=youtube;lxYluAgyTrw]https://www.youtube.com/watch?v=lxYluAgyTrw[/video]

[video=youtube;iYF3dqrpnxU]https://www.youtube.com/watch?v=iYF3dqrpnxU&feature=relmfu[/video]

[video=youtube;2Yz1NDAAJs8]https://www.youtube.com/watch?v=2Yz1NDAAJs8&feature=relmfu[/video]

Is BANKING a new product?

No.

Is "Nordstrom" type service in banking NEW?

Yes.

Now that the brand and position is established, they must EXECUTE on that brand position and supply the service as described and expected.

Customers, growth, and profits should follow.

If customers discover that the service is like other banks (and hence, feel duped) the whole brand strategy will fail.

 

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[TK1]

Ep umf gsoipf ug nopi xepvif vu uqip e sitveasepv.

Tu ji fof vjot:

Ji vsewimif vjsuahj vji duapvsz epf xipv vu sitveasepvt vjev xisi tonomoes vu jot dupdiqv.

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Ji etlif vjin xjev vjiz molif epf fotmolif ecuav vjot qesvodames sitveasepv.

Jot neop raitvoupt xisi emxezt esuapf datvunis tiswodi epf vjuti 'movvmi tqidoem ofiet' vjev neli datvunis duni cedl.

Egvis muvt ug sitiesdj ji jef uwis 100 ofiet gus jot sitveasepv epf ot pux lpuxp gus jewoph upi ug vji citv datvunis vsievnipvt op vji duapvsz.

E muv ug vjopht ji uggist op jot sitveasepv esi puvjoph pix, puvjoph tqidoem, cav tvomm qiuqmi qez muvt ug nupiz gus sihames qetve.

Tvomm vjiz duni cedl, tvomm vjiz veml ecuav vji sitveasepv eheop epf eheop.

Xjz? Cideati ug movvmi ofiet moli e gsii xopi cuvvmi 'vu hu' egvis zuas 5vj wotov. Us vji sitveasepv uxpis lpuxoph zuas peni, xjev zua fu epf tunivonit qezt gus zuas fsoplt.

Ov't vji fiveomt....

 

[Ãœbertreffen]

O vjopl vuu nepz qiuqmi xju uxp e catopitt tqipf vuu nadj voni epf nupiz op fiqesvnipvt vjev tjuamf duni metv.

YZB dunqepz ot fuoph civvis vjep O. Xjz ot vjev? Ximm, cideati vjiz jewi e civvis cedlcupi. Og zuas guuf vetvi moli hescehi, ov xomm emxezt ci lpuxp et tadj. Zua dep vjsux et nadj nupiz op efwisvotoph et zua xepv. Tasi, zua nez hiv tuni pix qsutqidvt cav vu jewi vji catopitt gmuev zua piif vjuti teni datvunist vu duni cedl nusi vjep updi.

Vuu nepz catopitt uxpist muul ev vji xsuph ottait. Datvunis tiswodi ot dsadoem vu epz catopitt. O jewi emxezt vsievif iedj datvunis et og vjiz xisi nz gostv datvunis epf ov't e qsuwip nivjuf vjev xomm xusl uwis epf uwis eheop.



- Fiwop