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Matt White

Matt White

Matt White - Finextra

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A novel approach to CRM

10 July 2007  |  3573 views  |  2

I heard something pretty shocking today from the head of CRM at Turkish bank Garanti.

Apparently if you go into one of their branches you have to swipe your bank card before receiving a ticket and waiting to be called.

Fair enough you may say – if it’s good enough for supermarket cheese counters why not banks?

But not all tickets are equal - there are four categories. Your high income ‘superstars’ get seen within five minutes, the pretty well off have to wait a bit longer and the great unwashed should be granted an audience after about ten minutes.

Non customers have to wait for up to half an hour. I would have thought it best to try and keep these potential new clients happy but Garanti say that if these people want to be seen sooner they had better open an account.

Banks like to offer potential clients all sorts of enticing carrots but Garanti seems to prefer hitting them with a big stick.

TagsRetail banking

Comments: (2)

Peter Roberts
Peter Roberts - UCL - London | 10 July, 2007, 17:01 Probably helps during bank raids too. Presumably the baddies have to take a ticket and wait as well. Gives the staff time to call the cops.
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Barrie Neill
Barrie Neill - SAS - London | 11 July, 2007, 12:48 Seems to me that Garanti are doing through the branch channel what call centres have been doing for many years where they prioritise callers by number and purpose. When I fly with Easyjet and jump the queue having paid my £5 early boarding charge, that seems like another form of service selection. Perhaps branch banking is simply catching up; having moved from the lottery of the multiple cashier/advisor lines to single queuing systems, they are now moving to the next service model. Next time I am waiting in a branch, I will look carefully at who gets served before me!
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