WALK UR TALK !!

A couple of days back I had visited my cousin’s place and I found this Calendar by ICICI Bank, kept on my brother-in-law’s table. 

 

It is such a kind gesture of rewarding the customer by ICICI Bank, which not only talks “KHAYAL AAPKA”, but in every way walks the talk too!

Firstly, I must say, that the pains that they take to personalize the whole calendar and send it to all their valuable customers is remarkable!

 I have not seen any other bank doing something like this. This also goes to say that ICICI has a good MIS (Management Information System) and they manage and use the customer data efficiently.    

ICICI BANK NOT ONLY ADVOCATES THE BELOW MENTIONED POINTS BT DOES PRACTICES IT AS WELL!

• While for a new business it is vital to attract new clients, for mature companies it is more efficient in terms of costs to retain existing ones. 
• Remember that just one sale to a customer is not a satisfactory business strategy. 
• Follow up after every sale, because content customers who see that you care, can become more easily regular ones. 
• The best strategy for keeping your customers happy is to create an individualized relationship with them. Improve customer satisfaction by encouraging a constant contact between your company and your clients.
• Communication and bonding are important elements in winning your customers' loyalty.

TALKING ABOUT THE ADVERTISEMENTS OF ICICI BANK
I have always found the TVCs of ICICI very sweet and heart-warming, wherein every commercial conveys the message “How little things make a difference and how ICICI strives to provide a fulfilling experience not just in terms of their efficient banking services but also that the little extra care that they put into servicing their customers.” 


Remember that TVC of ICICI celebrating a customer’s birthday with a ladoo…? 
http://www.youtube.com/watch?v=bchaVhyjV6k&feature=related

Another commercial where the communication strategy is that “Apart from your banking needs, we understand your human needs too.”

http://www.youtube.com/watch?v=HBTzN20dQyM&feature=related

It is a well known fact that satisfied customers  are the best promoters for the company/brand. Not only are they happy to be associated with a company valuing their needs but they spread positive word of mouth as well.

TAKE AWAYS FOR BUSINESSES :

It is not enough to create customer, the tough job is to retain him, to ensure repeated purchases by him, and to maintain long term and quality relationship with him . This is especially more relevant today, when customers are bombarded with a plethora of products/brands/service offerings. 

Not only  Knowing the customer, Valuing the customer, Responding to his problem, Providing him better service is important today but creating something called “Customer Delight” is also very essential. Customer delight happens only when you offer something to your customer more than what he expected, creating customer touch-points and making a value addition to the service offering. 

The irony is that many companies today give over-importance to achieve the target-sales and to pool in as many customers as possible. They forget to train their employees abt CRM(Customer Relationship Mangt) and most importantly listening to the consumer queries and complaints. From my personal experience, TATA DOCOMO, and AIRTEL claim big not only about their service offerings but also about their customer care dept. In reality, the services and the customer care dept of these two telecom companies suck bigtime! Forget about solving a problem, they do not even respond! I am sure a lot of my friends will agree with me on this.!

So my message to such companies is just by bringing in attractive actors to promote or market your product/brand won’t do any good. Because customers today are smart and intelligent enough to know the difference between what’s right and what’s not. Also they understand what advertising is. There is no way a company can fool around with the customer. So don’t make false claims and promises which you cannot fulfill.

STAND BY WHAT YOU PROMISE TO OFFER! WALK UR TALK!!!