One customer’s point of view
Many years ago when I opened my first solo checking account I headed straight to my small town Community Bank with a reputation for great customer service. That bank lived up to its phenomenal reputation. Bank representatives knew me by name; in fact, they seemed to know everyone by name. Employees were cheerful and helpful, offering coffee, asking about life, informing about changes or benefits and services. Never a hard sale, just keeping me apprised of bank services that may positively affect my life.
Unfortunately, over the years, my small Community Bank was purchased and merged until it eventually became part of one of the largest banks in the US. Many employees stuck around through some of the changes, but in that final step to being gobbled up by Chase, those awesome employees faded away with severance pays and an option to reapply.
A little over a month ago, as I was making a business deposit in the drive through of my city’s main Chase location, I received my deposit slip with an attached notice. The notice was to inform bank customers that the branch would no longer offer drive through services to personal banking customers. At the time I thought to myself that this was just a terrible idea, but it would not significantly affect me as I still had the benefit of being a business client.
Fast forward a couple weeks. It just so happened that on this particular day, I required some personal service with one of my non-business accounts. I walked into the same location to find a line of people and a bank manager who appeared to be engaging with customers. This greeting turned out to be something quite different than I expected. Instead of asking how she might assist me I was informed rather curtly that this branch now offered customers easy to use kiosks where I would be able to accomplish most of my banking without having to wait in line.
I love technology! Anything that makes my life easier, sign me up! This was, in my opinion, far from that. If I had wanted to use an ATM, I would have driven through. If I wanted to learn a new job, I would have asked for an application. I was in the bank because I required services from a bank employee who could understand my request and be able to guide me. Not once did I think that I would be prompted to do it myself. As I informed the bank manager that I would much rather deal with a teller, she informed me that the teller would be using the same exact machine that she could teach me to use in the lobby.
No thank you, but nice try. Again, I love technology, but when I enter a branch, I want service. I want to feel like you care that I have been a long time customer of over 20 years with several services in your bank. Instead of feeling like a valued customer, this made me feel used…nothing more than a number. Is this a step to more automated banking, encouraging more online banking, and getting away from the brick and mortar branch? Well, let me say that I want all the cool features those things have to offer, but I for one will always want personal service. If this was an attempt to remind me of why I loved my community bank all those years ago, then you have certainly succeeded.
