An email. From MD regular Joyanna Anthony (Hi Joyanna!). She writes: “I participated in a focus group two weeks ago. Topic: banking. The facilitator said a banker would join us and they would tag team the meeting – looking for the good, the bad and the ugly in terms of bank service.” Fast forward. The banker joined them. Gave them a few scenarios, and asked if these would actually happen in a branch of any bank. One scenario involved a woman with a child who handed a teller a bag of coins rolled in newspaper. The teller said she would need to re-roll the coins, and suggested the two of them do this together. As they rolled, she learned that the woman needed the coins to pay for a prescription for her child. Realizing the coins wouldn’t cover the cost, she excused herself and returned with $50 which she quietly presented to the customer. Asked if they could imagine this scenario actually happening, members of the focus group said “no.” With one exception: Joyanna. “I suggested that if the teller was compassionate she could have gone to other staff with the story and have everyone pitch in – or that they would have a special fund for just this type of situation.” Hmm.
The idea, of course, is going “the mile beyond” the extra mile in caring for customers. The banker then disclosed that this situation actually happened in a TD Canada Trust branch, and that each branch has a discretionary fund for just such occasions. How would he know? Because, the banker was none other than TD North America CEO, Tim Hockey. Joyanna said that Tim has been conducting these focus groups, in person, across Canada, for the past five years – in order to search out ways to improve service.
>The Risk:
Hmm again. Sharing a story like this could be perceived as self serving…attempting to sway the opinion of focus group members (when the entire purpose of holding focus group workshops is to elicit totally objective feedback).
>The Reward:
But. By coming in after the professional facilitator – who would have elicited objective feedback – Tim Hockey probably got the best of both worlds – objective feedback and appreciation for the fact that the bank accommodates customers’ special needs, as this story illustrates. Well done.
>The Call to Action:
Most of us don’t deal with hardship cases on a daily basis, but we can learn from this example. For example, I happily do pro bono (or very deeply discounted) work with non-profit agencies who need help with their marketing. And I routinely offer personal coaching to business starters who genuinely can’t afford my services (I’m fanatic about helping people leave jobs and fly on their own wing). Back to Joyanna, who adds: “I was really impressed that the top guy takes the time to really listen to what customers want and need. And, when I sent an email to the bank’s ‘general feedback account at the TD,’ saying that if I was considering changing banks I would definitely go to TD, he personally sent an email back, thanking me. Wow, that’s the way to succeed in business.” Amen, Joyanna.
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