Most of you would’ve seen or heard of NAB’s latest ad – the break up, featuring NAB’s break up with the other members of the big four banks. Some of you may like it, some may not. Personally I think it takes more than just a “smart” campaign to make up for all the trouble NAB caused for its customers over the week-long breakdown, but that’s just me, what I want to talk about is a totally different thing altogether.
Have any of you noticed NAB staff on the streets(mainly outside their branches) sporting a t-shirt saying “We broke up with the other banks, ask us why”? I have. I saw a lady on the way to work wearing that t-shirt and I thought:”Cool, they mean business.” As I looked up from her t-shirt, I realised that I must’ve been staring at the most un-willing, unhappy, bitter face anyone can wear on a Monday morning. I was taken aback, wow this lady must be really into her role, she really looks like she just broke up. Here’s the real question: Would you approach someone who looked like she just lost her left leg and ask her why she broke up? or ask her anything at all for that matter? I wouldn’t. Maybe she was having a really tough day, maybe she didn’t want to be standing out in the cold talking to customers, who knows? Whatever the reason, putting her there wasn’t the right move.
After spending what I would assume to be hundreds of thousands of dollars for an ad campaign, I would think that NAB’s marketing team would be more careful in the placement of their frontline staff, after all, they are the ones who are interacting with potential customers on the streets, and no one would approach a sour puss, not even to ask for directions.
Lesson: Horses for courses. Pick the right people do to the right jobs and focus on what really matters when it comes to your customers. If there seems to be a disconnect between your strategy and your customer facing function, you lose credibility, no matter how smart your strategy is.