Two days ago I began preparing for a trip abroad. On my to do list was visiting a bank in my neighborhood where in the past I was able to purchase foreign currency with American dollars. I previously determined the amount I wanted to buy and had estimated what the fee would. As in the past I was greeted by a smiling face behind the information desk. I asked the person if he could direct me to a teller who could help me with my purchase.
Before I could get my answer out another employee interrupted us and asked if I had an account at the bank. I said no I do not. She proceeded to tell me that I could not make my purchase. The first thing that crossed my mind was you have got to be kidding me. Followed by, why do they now require that someone has an account, when in the past they did not? Thirdly, the question was do they not understand that there is a financial crisis and any customer is probably a good customer?
In these situations I try to remain calm and realize that the organization simply does not know that branding is the process of aligning the organization's internal culture with its external reputation. Most organizations do not engage their employees in the brand development process, so I don't take it out on them. I also realize that these situations make for great blog posts.
Here is a national bank in a financial crisis turning away the opportunity to make money from my transaction and perhaps gain a customer in the future, for sure a brand champion. Maybe even be featured as a Brand Champion of the Day. Brand champ or brand chump?
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