What is it about that email addressing us personally, or the forgivably misspelled name on the side of a cup at a coffee house that makes all the difference to us? It seems that we, the average consumer, are on a constant search for the personal touch, the antidote for the anonymous and a fulfilling way of reconnecting with others.
Easier perhaps for the coffee house than an international corporation?
How can we expect a global bank of colossal proportions – the usual suspects such as BBVA, Santander, Deutsche Bank or Citi - to have a one-to-one conversation at customer level? Given that the branch is increasingly a thing of the past, surely it’s becoming more difficult, as opposed to easier, to give the end-user what they want?