Two episodes in, and it’s fair to say that I’m hooked. A fantastic blend of familiar faces and new stories is a winner.
I’m not an enormous TV watcher, but what Vince Gilligam has from me is my trust. A trust built up over 6 series of Breaking Bad, where his plot direction didn’t once fail to hit the heights of each series that went before. I voluntarily offer my hand for him to take, safe in the knowledge that the next however-many series will result in something handsomely entertaining.
What this demonstrates in spades is that trust is a precious commodity, but if you earn it you can build a business on it. People’s time is precious; we rarely back someone/something on a promise. And if we’re let down, if our expectations are not met, then you’re unlikely to get a second chance.
Which is why banking ads make me cringe. Messages of transparency, of fairness, and of better banking are just not demonstrably true, you can’t move for the next scandal or expose. Consumers are treated like placatable zombies, force fed a series of emotional advertising to demonstrate that we’re all in it together.
This approach to reaching out for forgiveness just doesn’t cut it with todays millennial (and everybody else for that matter), we don’t need the message to change, we need the experience to change. So what can they do? Here are some starters for ten:
Take a leaf out of Premier Inn’s book. Build a better product from the inside out. Work out what people want, and rebuild your product to be the best at satisfying that need. [Disclosure – I stayed at one this weekend, it surpassed all expectations!] Get more, better trained staff into the high street, not less. Use technology as an enabler rather than as an excuse to be seen as more aloof and detached from the customer than ever.
Be famous for something else, and build a brand new fan base. Google are making cars for lords sake, what can you do that brings that sort of game changing innovation to the world?
Be the shepherd, not the landowner. I’m not sure if this analogy works, but modern banks need to provide help when needed, rather than always on reminders for us all to behave ourselves on their patch. Control is the word of the day, and whilst we all need the security of a banking system that works, we also are less inclined to let banks loose with our hard-earneds. Enable a new breed of financially aware customers to take better control of their financial worlds, akin to the way Experian have enabled customer’s better visibility of their debt situations.
Use data as a way of enhancing customer experience, rather than to try and second-guess purchase behaviour and flog us the next credit card. How can we fall in love again if you’re trying to sell me something all the time?
Banks, it’s time to remove yourself from the equation and reconnect with the people you want to do business with, else we’re not coming back for series two.