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I'm here in Istanbul where I've been spending the day with one of the
largest banks in the region, looking at
all kinds of customer related issues and one of the key ways in which we can
learn more about
how customers actually think and feel is, what l would call
Mystery Shopping. It's when we pretend to be a customer
we are inside the bank's branch, we are online,
we're using the phones, we are trying to buy an insurance product or
open an account, or dealing with a query or problem that we have
and I would say that most executives are shocked
when they actually do this. And one of the most effective ways to bring your
own executive team into the realities how customers think and feel
is to ask every senior executive to mystery shop
their own products and services at least once a month.
And if you do that, with the top 50 or 100 people in the organisation
you quickly have, one that is much more sensitised to how customers
are actually experiencing the world. And most people
are surprised at how much customers put up with. Because when
they do the mystery shopping and they then compare with the customer satisfaction
scores
they say, 'Oh, my goodness, these customers are much more tolerant
than I would be, of the kind of services that we're actually providing.'