Tag Archives: charity

How HSBC creates brand advocates through Customer Experience

I rarely write about my own customer experiences. Usually I’m taking examples from others and blending with my observations to evidence best or worse practice CX planning.

But on occasion I experience a customer experience as a consequence of a situation I’ve found myself in which impresses me enough to tell others.

And when it works, really well, it reminds us of the importance customer experience in helping consumers trying to ‘get on’ and live their lives. Great customer experience removes the friction in life which holds us back from getting through the day.

As a ‘consumer’ I can’t really consciously value this until it goes wrong. CX in this context operates as the unsung hero. However, the more important that process to me within the context of my life, the increased favourability I undoubtedly have for one brand over another.

So when something unexpected happens in my life, a customer experience designed to remove the anxiety will go a long way in turning my passive relationship to a promoter of their brand. I might even commit the experience to a blog. Here’s my story…

hsbc 2…at 11.30am I stepped back from a presentation I was preparing and picked up a couple of approved invoices to pay. I looked for my ‘securekey’ which allows me to access the HSBC business bank account. It wasn’t where it normally should be. I knew I needed to call HSBC to get a replacement. I decided I could make the payments when it arrived.

I was working remotely from our Bishops Stortford office so called the London office and told them the situation. I was reminded that these were due today and one by midday. Panic back on. It was at this point I realise I should have paid them before I got stuck in to the presentation but it was too late and the presentation was due to be sent in two hours.

hsbc bsI headed to the local branch of HSBC. As I walked there I realised I didn’t know what it would achieve going in to see them, our branch was in Victoria, but with the minutes ticking I wanted to share my pain and see what could be done over the counter.

On arrival I was greeted with a smile by a greeter. I explained the situation and he calmly said it could be sorted. He told me to head to the teller to get the payments made first. I did. I explained my quandary to the lady behind the glass. With enough security checks to make me feel comfortable, but not so much that I felt violated, ‘we’ made the payments on time. I say we because without the HSBC team I would have failed.

The lady informed me that if I called the replacement securekey team from the branch they could issue me a new card now. Wow, so within 45 minutes of my crisis starting, it would be over.

The greeter dialled through the IVR and connected me to a person. Being a global bank I expected a globally located operator. I was right. But that didn’t diminish the empathy and understanding of my situation he offered.

To get through to the point where an email was sent to me and a new securecard handed to me in branch involved three phone transfers and the assistance of three members of branch staff. But each one of those phone transfers managed my expectations and when I was handed over the recipient of my call explained my situation to me straight off to give me confidence that they were in control.

I left the bank 20 minutes after arriving with payments made, a new securekey ready to activate, a smile on my face and a tweet winging its way to broadcast from @consultingchris on how great they’d been.

It then dawned on me that I’d had a branded customer experience. This was global, local in action. Okay I wasn’t trading with New Zealand or requiring advice on setting up a venture in Baltimore, but I was vulnerable and their global network of operators helped me out capably supported by the local team.

From a customer experience best practice perspective this delivers against all 6 customer attributes:

  1. They managed my expectations across every touch point
  2. They minimised the time and effort taken by employing various channels and technology to arrive at the right outcome
  3. They empathised with my situation and brought my anxiety down whilst we got things sorted
  4. They resolved my issues without any sense of it being less than why they were there
  5. They personalised it to me. It may be this happens on a daily basis for them but I felt they’d structured their customer experience response specifically around my situation
  6. They showed integrity putting my interests first. They could have been more stringent on security (more than needed) but a few smart questions ensured I was who I said I was and they let me use a branch in the middle of the phone even though they were hosting a MacMillan Nurses Cake morning .

Hats off to HSBC from me and our suppliers who got paid on time.

Not forgetting my client who received the presentation in time too. And that’s why all of the above was so important to me. It allowed me to ‘get on’ with my business.

Posted by Christopher Brooks

Lexden is a Customer Strategy Agency | We put customers at the heart of the decision 

We work with brands to attract and retain happy customers | We achieve this by helping them to understand what makes their customers tick, building memorable customer experience strategies and creating engaging customer value propositions.

If you like what you’ve read please sign-up to our monthly ‘Putting Customers First’ newsletter. Or for further information contact christopherbrooks@lexdengroup.com or call us on  M: +44 (0) 7968 316548. You can also follow us on LinkedIn, Facebook or Twitter.

Best of ‘A Marketers Diary’ (November 2011)

Each day we are bombarded by thousands of advertising messages. But just how many of them do we actually consume? We decided to collect just one example of a communication every day and explain why it had caught our attention.

The full set are available on flickr (consultingchris), but each month we will showcase our favourite pieces; most engaging communication, most compelling idea and best media placement. Here are November’s offerings for your consideration.

BEST MEDIA PLACEMENT

Monday 7th November 2011 – Network Rail

This is a safety ad at Victoria station from Network Rail. I really liked the briefcase and wallet detail which softens the ‘white outline’. Having spent time in Turkey I saw how you make ambient and outdoor work really well. The UK lacks creativity in this space. Or maybe it’s health & safety restrictions!

MOST ENGAGING COMMUNICATION

Tuesday 15th November 2011 – Volkswagen

Lovely piece of comms from VW. As a previous owner of 3 different soft tops, it caught my imagination and reminded me of racing around in my Spider and how much I miss it. I’ve got a feeling, thanks to Instagram 1974, we are going to see many 70’s styled shots in ads as well over the next year or so.

MOST COMPELLING IDEA

Tue  29th November 2011 – Innocent

This idea came out last year, and I am glad to see it back on the shelves at Boots. I can never quite get over the price barrier of an Innocent smoothie but as these have a charity donation and you get a free egg cosy, why not. They remind me (and I hope I am not alone here) of the Flumps from children’s TV in the 80’s. Great idea and the most unique way I have ever seen for a drink to achieve stand out on the shelf.

Posted by Christopher Brooks, Director Lexden.

Lexden is a marketing strategy agency which creates unordinary propositions which motivate customers and deliver commercial advantage for brands. To discuss how our approach can help you with your burning platforms, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123, M: +44 (0)7968 316548. And you can follow us on Twitter @consultingchris.

Best of ‘A Marketers Diary’ (October 2011)

Each day we are bombarded by thousands of advertising messages. However, how many of them do we actually consume? We decided to collect just one example of an ad every day and explain why this communication caught our attention. And each month we showcase our favourite pieces; most engaging communication, most compelling idea and best media placement.

Here are October’s offerings for your consideration.

MOST COMPELLING IDEA

Tuesday 11th October 2011 – Canada press ad

I liked this press ad because it’s trying to be an online ad in print. A potentially smart approach given the likely affluent older demographic audience. All the digital trimmings are in place on the ad and it made me think immediately to check them out online through my social media connections rather than their website. It came across as a brand that knows its digital and how to use it.

MOST ENGAGING COMMUNICATION

14th October 2011 – Green & Blacks double page press ad

I’ve pieced this together because it spread across two sides of the Evening Standard. Friday night, heading home straight after work and as a father of two Friday night means home, cosy on the sofa with popcorn viewing and TV treats. To be reminded of the G&B range like this was brilliant – I used it like a menu. To get comms to work like this, beyond an ad, is rare and memorable. It hits the spot.

BEST MEDIA PLACEMENT

Monday 31st October 2011 – Royal British Legion bikes

Is this great or graffiti? Do Barclays know their bikes have been hijacked by the RBL, of course they do. And by using a space not normally advertised on they’ve created brand comms arguably as memorable as a press ad or poster (of course integrated with them and it’s more powerful). The marketer in me says well done RBL for taking over an untapped space. But to be honest it has got me thinking more about whether this is smart from Barclays’ perspective or will it lead to Barclays Bike scheme now being targeted by guerrilla advertising too by second string advertisers copying the initiative without Barclays’ say so? As I was taking this pic a second bike pulled up and the chap said to me, ‘good isn’t it. I don’t need to buy a poppy with one of these on the bike’. I read that Barclays are contributing £1 for every ride this week. Even so I hope that rider’s view is not a popular one. Nice work Barclays and RBL.

Posted by Christopher Brooks, Director Lexden.

Lexden is a marketing strategy agency which creates unordinary propositions which motivate customers and deliver commercial advantage for brands. To discuss how our approach can help you with your burning platforms, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123, M: +44 (0)7968 316548. And you can follow us on Twitter @consultingchris.