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- Subject line, follow-up to my call. Hey, Loyalty Loopers, this week, I need your advice. Yep, that's right, I need your consumer advice. You see, I need to switch to a new bank, and I need your help. You see, for 27 years, I've banked with the exact same bank. Well, that's not exactly true, actually. You see, at first I was a BankBoston customer, and then BankBoston got bought by BayBank, which then got bought by Fleet Bank, which then got bought by Bank of America, so I'm a Bank of America customer, not by choice, but by acquisition. Anyway, a few weeks ago a Loyalty Loop subscriber actually asked me, "How can banks improve their customer experience?" So on this week's episode, we're gonna answer that question, how? By dissecting just one simple email interaction with my bank, and that one very simple email can teach us all a lot about creating a great experience. Not just for banks, but in this case, for banks. All of that and more on this episode of The Loyalty Loop, from right here on the banks of the Ohio River in northern Kentucky, Covington, Kentucky. That, actually, you're looking at is Ohio, that's Cincinnati, but I'm in Covington, anyway. (upbeat music) Whoo, all right, the sun is goin' down out there, so I came inside. (laughs) Here's what you need to know. I don't have one Bank of America account or two, I have five Bank of America accounts. Some of them are for my personal stuff, and some of them are for my business. And a couple of days ago, I got the following email from Bank of America. Actually, it's from Sophia at Bank of America. Subject line, "Follow-up to my call." And here's what I'm gonna do, I'm just gonna read it to you, verbatim, okay, you ready? "Dear Andrew," that's me. (chuckles) "My name is Sophia, and I'm a Relationship Manager "at Bank of America," then it's got that little registered trademark symbol. "I recently called you to thank you for your business, "but I was unable to reach you. "Please give me a call when you're able to. "Or if you prefer, you can schedule "an appointment at your convenience "through our secure online scheduling tool. "Thanks for choosing Bank of America®." It actually says, ampersand, reg. (chuckles) "I look forward to speaking with you soon." Then she has her contact info and a big button to schedule an appointment. That's it, that's the email. Now here's the thing, I have no idea who Sophia is, none! And I've received exactly zero phone calls from Bank of America, no voicemails, no missed calls, zero. So I'm immediately wondering, how did Sophia try to reach me? So I hit reply, and I typed the following, "Sophia," comma, "What number did you call? Andrew." So I hit Send, and I start wondering, you know, I wonder if they have the wrong phone number for me, when all of a sudden I get a response, like instantly! (bell dings) Address not found, yeah, Sophia could not be found, (groans) seriously? I can't even respond to this email. Okay, all right, I think, so let me hit that Schedule an Appointment button, and this is what I get, what would you like to discuss? Open a new account? No, meet with a notary? No, service an existing account? No, I don't think so, other? Well, (groans) what is this? You reached out to me, Sophia! I don't wanna talk about anything, literally nothing! You wanted to talk to me about something! (chuckles) What is this? You know what this is, this is a terrible experience. Hey, look, for a bank managing over a trillion dollars in assets, including mine, this experience undermines the only thing a bank must maintain, trust. Yeah, just trust. And here's how banks can improve their customer experience, scale camaraderie. Yeah, it's one of the six Loyalty Loop drivers, scale camaraderie. Scaling camaraderie is so easy. You must build mutual trust and respect between the people who are managing the money, the people who are managing my money, and me, the customer. That means you cannot lie to me. There's no way you've tried to call me, Sophia. There is just literally no way. I've had the exact same phone number for 19 years on my Bank of America account. Then on top of that, you cannot send emails from an address that cannot receive emails! And then, you cannot (chuckles) drive me to a page to schedule an appointment that has nothing to do with the email! It's not even Sophia's Calendly link, which would be way better! All of these things undermine the trust you're building with your consumers. Now I did call Sophia, and I'm not gonna use that phone call in this video, because legally, I'm not actually sure I'm allowed to. You'll hear some of my trials and tribulations on trying to get ahold of Sophia at the end of this call, but I did actually get her, and I will paraphrase what she said quickly. Essentially, Sophia told me that in the system, you have to hit a button that tries to dial out to me. She's not allowed to actually dial the phone number, and the system said it tried to call me. It did not, I have no missed calls on October 19th, which is the day she sent this email, from anyone at Bank of America. I have no voicemails, nothing. So she's blaming the system, and here's the thing, I don't care about Sophia's system. I care about my money and the trust that I've put in this institution to manage it. On top of that, Sophia doesn't have a LinkedIn account, I can't find her anywhere online, and I started to wonder if this was a phishing email, if I was being scammed by some con artist to get information about my Bank of America account, but no, (chuckles) this actually came from my bank! I started to wonder if I can even trust my bank! Now here's my question for you. Because of this interaction and dozens of other interactions I've had with my bank, Bank of America, over the last 12 months, we wanna switch banks. So what bank do you trust with your money? What bank has a trustworthy customer experience? What bank is going to make it worth my time and energy to switch all five bank accounts, which is a huge pain in the ass, to that bank? What should we switch to and why? Feel free to just leave your endorsements, your comments below, on what bank we should move to, because I would love a brand new bank, and I'd love one I can trust. I'll check out all the recommendations you give, and I'll even do a follow-up video if you guys wanna know who we chose and how the experience is. Next week we are going to dive into one of the real reasons that magazines are having trouble maintaining and increasing their print subscribers. You don't wanna miss that episode, so make sure you subscribe below. I'm gonna uncover the few simple things that we can learn from their trials and tribulations. When you subscribe, you'll get all the episodes of The Loyalty Loop every single week, and you can trust me on that. I will just send you the Loyalty Loop episodes. And you're gonna get 'em one day before everybody else in the world. In the meantime, I'm going to grab some dinner, get ready for my speech tomorrow at the Kentucky Travel Industry Association's annual event, and I'm gonna let you listen to my attempt to get Sophia on the phone here at the end. So enjoy that, I'm gonna look at the room service menu. It's actually from a bourbon bar. Maybe I'll just order some bourbon. - [Woman] Thank you for calling Bank of America. For the hours of this location, press one. To access your account details or complete other account transactions through our customer service help center-- - I just want an extension. - [Woman] Press three. To repeat these options, press star. - What happens if I enter the number? - If you are not using it, (phone beeping) for quality purposes, your call may be recorded or monitored. - That's the extension I've got, oh, Jeez. (phone ringing) I just want an operator. Hi, Sophia, I actually got, (laughs) I got an email from you a couple of days ago that said you'd recently tried to call me? (upbeat music)