There is absolutely nothing like personal experience to bring home just how important customer care is to actual business profit. Before I start / rant, let me tell you that good mortgage enquiry leads can be worth up to €50. I have had mortgages with two banks previously. NIB and BOI. I phoned my former account manager at Bank Of Ireland (Anne McNamara) and said I am interested in getting a quote. "No problem" she replies, "but I work in Business Banking now, so let me see if I can find the right person for you to speak with". I gave her an incorrect name for the person I had been dealing with last time in Mortgages, but again no bother: she found the person we were dealing with, and called us back in 5 minutes with two other contact names that would take our call in the next 30 minutes. Thanks Anne, that's great, and you know, I like speaking with you, and I feel better about working with your Bank.
Cue Bad Guy Music: NIB have a general low call number on their site (yes, not free, lowcall). I phone, it puts me through a useless IVR, and never offers to connect me to a named service (duh, Mortgage Enquiries?). I get fed up, and hang up. FAIL. Feel guilty, maybe I was wrong. Search the intertube for any reference to a local NIB Branch number in Limerick, you know, so I could call the branch and book a meeting to talk about a MORTGAGE ! (Holy cow). Can't - find - a - way - through - must- try - harder... ah to hell with it.
Then an email comes back (I'd fired one off earlier to our account contact in the local branch) and its "I'll call you tomorrow". Great, I'll talk to you after a meet the nice people from BOI, have drunk their tea, and generally got friendly with. Hey, maybe they will come up with some great insights, and be able to get the ball rolling so I can close down my bid really fast. Wouldn't that be great.
The Take Away:
- Make it easy for your customers to reach the people they do business with, within your company;
- Use Click-To-Call intelligently, a "mortgage search query" should pop up a local number to call;
- Understand Context: I have signaled to both institutions in various ways that I was actively looking to make a house purchase, why is this not ticked?