Can an ATM be customer-obsessed? I say yes.

Just another Saturday on my way to the golf course stopping for coffee when I realized I had no cash on me. Chase was conveniently next door to the Donut Inn (yes, no Starbucks or Dunkin Donuts for me), so I stopped to get the necessary funds for the day. I inserted my card to enter the little room that protected the ATM, and began my transaction. It asked me all the typical questions—please enter your pin; checking or savings; fast cash or other amount, etc. The last question is always the same, "would you like a receipt," and as always I pressed "No, Thanks." Then, as my cash was being dispensed, the following message appears: "Paul, we at Chase would like to wish you a Happy Birthday." Holy #$%@, the ATM is wishing me a happy birthday!

With "Customer Obsession" being the mantra at Bluewolf, this really hit home. The small gesture of remembering my birthday made me feel like an appreciated customer, not just another interaction. Banks’ services have become so commoditized that only way to differentiate is through developing value added services and enhanced customer service. Chase achieved what every customer engagement should be for any business, B2B or B2C—treating customers as people, not transactions. 

What's particularly interesting about this is that there wasn’t any human interaction from the Chase side. It just goes to show that whether the touchpoint is an ATM, ticketing at an airport, taxis at SFO or JFK, or your favorite retailer calling you by name, customer obsession is all about making the customer feel known. In fact, knowing what your customer wants before they know they want it—like Chase surprising me with birthday wishes—is the ultimate demonstration of customer obsession. 

Chase made be feel like a valued customer, providing great service with a personalized touch. I’d like to open up the comments section below—what are some examples of customer obsession you’ve experienced?