Goodbye Natwest banking
Hello Co-operative Banking
The subtle differences in the way the companies are can be seen in the promotional designs for their current campaigns. The Natwest prmotion is neat and tidy with photographs of brochures, big old buildings and staff wearing a uniform and name tag. By contrast the Co-op promotion includes an imitation of hand-written text corrections, a childs plastic toy, the colloquial word ‘dump’, and anthropomophises the Bank by refering to it as ‘someone’.
Moving from being treated as a sales opportunity to being recognised as a person feels really good. The Natwest customer charter, to become the most helpful bank is definitiely an admirable goal that shows they are aware of one of their key shortcomings. They have a long way to go, helpfulness is not something I’d noticed in their recent everyday service. By contrast, the staff at the Co-op actually
- listened to me
- asked me sensible questions that I could understand
- made fun little observations that made me smile and demonstrated the lack of corporate dehumanising of their staff, and
- provided understandable advice.
While in the Reading Co-op branch I overheard someone comment on the recruitment poster in the branch suggesting that people dump their old bank :
‘The coop is my old bank – what should I do?