First Direct, a UK direct banking organization that is part of the HSBC group, announced that they would be charging customers with dormant accounts a 10 GBP monthly fee. Bravely, they have a podcast that contains an interview with Chris Pilling, the CEO, explaining what is going on:
This podcast contains key information about the new current account proposition.
Our Chief Exec, Chris Pilling, talks in detail about exactly what is happening and how it will affect our customers.
It's short, and worth listening to. He comes across as calm and clear, and provides a reasonable explanation of what is going on. Whether or not you agree with what he's saying, this is such a great approach, to speak directly to your customers about what is going on. Way to go!
When I looked around their home page, you can see that the podcast is totally on brand for these guys: "jargon free service."
A couple of other things that caught my attention:
- imagery that is fun and friendly
- Pet insurance -- pets are big, and getting bigger. Plus they're cute and friendly for a bank to show on its home page
- "Most recommended" -- a much more compelling statement than the usual, "we're great." And it reinforces the customer focus
Customer Experience Coach Tips:
- Translate the core values of the brand into everything you do, including how you handle announcements of service changes and bad news in particular