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Customer Care, YES! - Customer Service, NO!

Customer Care, YES! - Customer Service, NO!

Yes, you heard me right, Customer Care, if you are not doing this then you are falling behind. The old view of Customer Service, which was difficult to get right, is based on a totally reactive way of managing your customers; needs replacing. Customer Care is a proactive approach for anticipating your clients needs, is a way that provides them time savings value.

There is a new view of how customers want to interact today, which is more personal and at the same time more virtual. This may sound like a contradiction, personal and virtual, the fact is clear that today's clients need to be cared for in the way they prefer. Valued information pushed to the client in their manner of choice, or by multi-channels, when and where they want it. Sure alerts are valuable and these can be added to with notifications of industry events or selling opportunities within the bank's client base or local government programs. Customers expect a proactive approach that is attuned to their business's needs and to have access to their information at their fingertips, delivered to a variety of devices in real time.

Inside the banks is a rich load of data on each and every client, there waiting to be used in a proactive presentation individualized per each client. For example, you have a client that is using a revolving LC covering a year over again, well easy to say when it reaches eleven months would you like to renew or set up a new LC. But, what if you were to say to this client we see this LC and it is shipping from Seoul, would you consider working with our client who is a shipper that provides services to Seoul, let us connect you. This is just a small example of how the banks can build relationships between their clients through Customer Care.

Getting this right is a big task and likely a change in culture as customers are not just a thing to be serviced, but are there to be cared for and in doing so you are caring for your own business.

Comments: (1)

Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 20 September, 2013, 16:41Be the first to give this comment the thumbs up 0 likes

Good example of a "targeted offer" - the one regarding connecting the shipper with LC revolving client. Sounds very plausible to execute and highly beneficial for all parties concerned. But, beyond whispering such advice to the ears of their clients, I doubt if banks will ever institutionalize such a practice. My skepticism arises from my experience with a leading business center company that attempted something very similar. The company established an online community with exactly the same promise - "a couple of our clients are website designers, all our clients require websites, sign up for this community, we will connect you with one another and help you grow your business". Two years later, hardly any connects have happened. Now, if this is the fate of targeted offers in a non-regulated entity like this business center that is full of bright, young, energetic and otherwise aggressive employees, I wonder if they have any chance of taking off at banks. Apart from the obvious issue of banks wanting to mind their own business, there's the risk of liability arising from such advice.

Chris Principe

Chris Principe

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Solidus Global, Ltd.

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This post is from a series of posts in the group:

Innovation in Financial Services

A discussion of trends in innovation management within financial institutions, and the key processes, technology and cultural shifts driving innovation.


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