The Best Brand Differentiation Ever
If we guarantee products, why not service?
U.S. Bancorp, a large bank headquartered in Minneapolis, guarantees that personal bankers will be available 24 hours a day, 7 days a week, no wait in any teller line will be longer than five minutes and all questions will be answered on the same day if asked before 3 p.m. It also guarantees that checking and savings statements will always be accurate. If not, U.S. Bank immediately credits customer accounts with $5. If problems are encountered, customers just contact a branch manager or call a single toll-free number to receive the credit. In total, U.S. Bancorp offers about 80 such guarantees.
These guarantees underscore U.S. Bancorp's commitment to customer service. It is the ultimate in brand differentiation. U.S. Bancorp now has a financial incentive to ensure that business is done on customer terms. Additionally, it lets U.S. Bank directly see – and feel – the costs of service failures. It provides a strong competitive branding initiative, and adds credibility to its claims.
Why don't you guarantee your service? Why not? How can you claim a commitment to customer serviice without being willing to back it up with a guarantee?
Looking for a quick -- although not easy -- way to differentiate your brand? Look to U.S. Bancorp.
Day for day I surf around in net to meet interesting people and international places. It’s great to see that it really works.
Posted by: Maggie Sue | November 15, 2004 at 05:12 PM