Sticker Shock: Customer Experience Customization Gone Wrong


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 In their quest to deliver a warm, personalized customer experience, some companies cut corners and end up tarnishing their brand instead of enhancing it.


Take, for example, this information folder from a division of the world’s fourth largest bank.  It’s given to customers who open a new account, and contains all the associated paperwork.





Looks OK from a distance – but what’s the white sticky note that’s slapped onto the folder, a bit askew?  Let’s take a closer peek:





How sweet…  It’s a note telling me that this information packet was “Prepared especially for you, our valued customer(s).”


What a remarkable example of customer experience customization!  It must have taken years of R&D (and hundreds of laser printer adhesive labels) to develop this.


The message is so precise, so insightful – it almost felt like they were looking through my soul(except for the fact they couldn’t tell if I was singular or plural).


Here’s the lesson:  When it comes to personalizing the customer experience, it’s better to be generic than clumsy.


By defacing an otherwise elegant communications piece, and conveying a message of personalization in the most inauthentic manner, this little sticker contradicts pretty much everything the bank is trying to promote about its brand. 


In a word, it makes this global financial behemoth look amateurish, which is probably the last thing they were hoping for.

Republished with author's permission from original post.

Jon Picoult
As Founder of Watermark Consulting, Jon Picoult helps companies impress customers and inspire employees. An acclaimed keynote speaker, Jon’s been featured by dozens of media outlets, including The Wall St Journal and The New York Times. He’s worked with some of the world’s foremost brands, personally advising CEOs and executive teams.Learn more at or follow Jon on Twitter.


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