The mail came. My bank is 'merging' with another bank; third time in 18 months. They sent me a beautiful packet of information. A 5-graph cover letter states "we promise very little change in the way you bank with us." Here's the catch: it's attached to an 8-page, text-intense glossy brochure that explains the hundreds of "differences" I'll notice beginning this month.
Why do companies do this? It's daily moves like these that lead people to not trust business. I've been a customer of this bank for less than a day now, and already I question their ethics and honesty.
This sound like a familiar formula?
1. Tell the customer upfront what we think they want to hear.
2. Dazzle them with packaging and words you'd read in a Hallmark card.
3. Plow along business as usual.
Here's the thing. Surely this bank must have something to offer. They must have happy customers somewhere. What makes them happy? Why is this bank better than the other 35 I pass on my way to work? Tell me that stuff. Tell me what makes you, you. Then let me choose if you're right for me. Be genuine.
How does your company communicate change? Does it insist it's business as usual, while an episode of Extreme Corporate Makeover churns backstage? At a time when trust and loyalty are at a premium, and skepticism has become a commodity, how and what you communicate can set you apart.
I suppose it's sad that telling the truth can be a differentiator...then again, it's also an easily attainable opportunity. There shouldn't be anything easier than being genuine.