Digital and yet personal, that's great

In the digital world, the personal touch is often hard to find. Are you a number as a customer or are you left to your own devices in, for example, an FAQ or a digital Karin. Yet there are companies that DO succeed. That are digital and human. This week I was surprised by a bank I didn't know very well.

Background

Of course you should read the book "When digital becomes human" by Steven van Belleghem, if you are interested in this service theme. Digital yet human. Because that's what it's all about in the customer relationship of the future. But this is a side step, now quickly to that bank that surprised me.

The reason

On nu.nl I was tempted to read an advertorial (in a nu.nl sauce, reads nice!) with the title "This is how personal an online bank can be". I love contrasts and this intriguing title tickled me. I enjoyed reading the article and saw NPS mentioned for the first time in an advertisement. That got my Customer Experience professional's blood pumping!

Customer Promise

Something else distinctive also caught my eye. Knab specifically mentioned what they are good at and what sets them apart. Then you immediately know what to expect as a customer. A clear online banking environment and good service. That digital picture was immediately coloured by a personal touch from the director.

It's that personal

If you become a customer of Knab, you will receive a welcome email with his mobile number. You can always call! A colleague told me that he had called that number and indeed got René Frijters on the phone. This element inspires confidence. This bank stands for something, has nothing to hide. Let's call it transparent. (Now I know from regular visits to Bagels & Beans that you can always call that director. His number is on the menu, is this a trend?)

Girl on film

But that's an advertisement, that's not enough for a blog... I tweeted about this clever advertorial + customer promise and was only then really surprised. I received a tweet from @knab_nl with greetings from Judith. When I read the tweet, I didn't understand it right away. I didn't know Judith, but when I opened the tweet I was shown the video below starring Judith van Knab. She immediately showed how Personal Knab is.

That's a big WOW, isn't it?! I think it's Knab! Compliments for this personal attention via Social Media. I hadn't seen that before. Digital became Human to me.

What can we learn from this?

Give service a face. Communicate what you promise. Be vulnerable with, for example, a phone number of the director and respond with a smile. That makes me happy as a customer.

There is a world to be won in this digital service area. What examples do you know of of digital yet personal service? I and my fellow readers would love to hear it. To learn from and together make the world a little more beautiful.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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