Our family has always gone all-in for Halloween (think the Griswold house from “Christmas Vacation”). Spooky lights, tombstones, fog machine—the works. We’ve also added, over the years, several animatronic zombies.
Unfortunately a few weeks ago, one of our first zombies stopped moving. You could hear the motor spinning but his head and arms were just dead (pun intended). I didn’t have much hope for a repair but I still sent an email to the Halloween store from which he was purchased.
To my surprise, I quickly received a reply with a few ideas regarding what may have caused the problem, as well as an offer to send a replacement part. However, the technician was frank and said I could probably get a better quality replacement part—and faster—at a local hardware store.
I took the zombie technician up on his advice and visited my local hardware store (I actually walked in with the entire zombie in my arms).
After explaining the situation and the part I needed, the hardware store employee located the part. Even better, he offered to set up a table in the back of the store where I could reassemble the zombie with the replacement part to make sure it worked. He sat beside me the entire time making small talk as I reassembled our zombie. Then at the moment of truth, he plugged in the zombie who, to my delight, sprang back to “life” as if he were brand-new.
Our entire family was thrilled. Our yard decorations were once again complete, and Halloween was saved.
This is where brand and consumer experience truly shows its importance. The specific process could have gone a different way. The Halloween company could have chosen not to reply to my email in a timely manner. The hardware store employee could’ve written me off as a kook the moment I walked in with a life-sized electronic zombie. And they certainly didn’t have to set up a table in the back of their shop where I could reassemble the zombie and make sure it worked before I left.
But all these things did happen. The brand and consumer experience for both the Halloween company and the hardware store were firing on all cylinders. At every step in the process, I (the consumer) was given a “wow experience,” further cementing my loyalty to both companies.
Can your credit union or bank brand say the same thing?
While it’s unlikely a member or customer will walk in with a robotic zombie and ask for your assistance, what is your overall consumer experience? Are you offering quick responses, friendly conversations, terrific product and service knowledge—all key interactions designed to deepen ties with your consumers by going above and beyond?
If not, your brand could be a broken zombie. And is a broken zombie the consumer experience you want for your credit union or bank?