The devil's in the detail

So it's been ISA season recently. Whilst all the rates were so small as to be practically invisible, I couldn't really think of anything better to do, so I had a scout around.

Ended up plumping for a Natwest Cash ISA - extra bonus for customers, so I thought it was rude not to.

Did all the application malarky on-line, received an application pack to sign (they'd managed to get the wrong account number on the form!) and sent it off.

Waited for confirmation of the account being opened ... and waited ... and grew a beard ... and waited ... and went on a year's round the world trip ... and waited (you get the picture).

Kind of forgot all about it. Then I went to do some current account stuff on-line a few weeks later. And Robert's your father's brother ... £3,600 had been debited from my account. After the initial heart attack and a severe case of facial twitches had subsided, I remembered that I had applied for the ISA.

So rang up NatWest to make sure it was them that had taken the money out ... and politely enquired whether they thought it would be a good idea in future to let customers know:
a) they had become a customer
b) notify you that they had taken money out of your account

A simple text message, an e-mail or God forbid ... a letter just to let someone know about taking money out of your account: too much?

So you can take all your TV brand marketing, media spend and sponsorships and put them to one side. Just a little more care about what a customer needs and an understanding of moments of truth for a brand would go a long way.