How to Create Loyal Customers; An Example from the Least Likely Place… A BANK!

Lets face it, any customer service story evolving from a bank experience can’t be good.

But wait… not today!

I actually have a great customer service story, one that exemplifies the “SUCS” model of service (Superior Unexepected Customer Service) which I identify in my book, The Millionaire Fastlane.

So here it goes.

I’m in shock at the service I just received, and the total bombshell … from an unexpected place– a BIG BANK.

To be specific, Chase Bank.

So here’s the back story.

I pay cash for nothing.

Everything goes on my Chase bankcard.   This way, I accumulate points and get all kinds of free goodies.  Who likes FREE stuff?   Everyone!  Including me!

At the end of the month, I pay the balance in FULL.  I NEVER carry a balance to the next month.

So today I get my Chase bank statement in the mail and I notice an interest charge.  What?  I haven’t had an interest charge in years!  WTF is going on?!?

So immediately, I examine my statement trying to find the source of the charge, and why.


Utt oh. :(

My only option is to call the bank …. oh, the horror! Not on my weekend!

At this point, my stomach starts to growl at the specter of having to deal with “Press 1 for this”  “Press 2 for that” in order to speak with someone in Mumbai 3,500 miles away on the other side of the planet.

My mood changes.  Negative expectations begin to swell.

So I call the bank’s 800 number and get ready for customer “disservice”.

Within the 2nd ring, a real person answers …. YES, you read that right — A REAL LIVE FREAKING PERSON! No machine!  And without a deep Indian or Pakistani accent!

I think the rep picked up on my surprise as I paused and kinda made a noise of surprise. “Oh!?”

Anyhow, I told the rep the situation and within 30 seconds, she told me WHY the interest charge was there, clearly identifying that I WAS THE ONE THAT MADE THE ERROR.  (When I paid the last bill, I entered an 8, when it should have been a 9, hence resulting in balance that went slightly unpaid.)

Now since it was identified that the issue was MY FAULT, I wasn’t expecting any kind of interest credit — in fact, I wasn’t going to even ask for it.  I was just going to say thank you, and hang up, taking full responsibilty for my error.

Before I could say my pleasant goodbyes, the service rep volunteer to remove the charges.  I didn’t even have to ask!

After I picked up my mouth from the floor, I told her thank you, hung up, and wrote this post.

This folks is how you create loyal customers.  You VIOLATE their NEGATIVE EXPECTATIONS in the POSITIVE, so much to the point that they will

A) Continue to use you (creates $)

B) Blog about you (creates new $)


C) tell their friends about you. (creates new $)

I will do all three.

So I ask all you business owners out there:  Are you violating expectations in the positive?  Meeting them?  Or is your customer service really customer disservice?

I believe that Superior Unexpected Customer Service (SUCS) will outperform some slick Madison Avenue marketing campaign each and every time.

~ MJ