Maya is the person who is quoted as saying:
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
I could list a whole host of quotes from Maya, but you get my drift. That one, especially, is the mantra for customer experience. So, yea, wow! A bank has her hocking their wares?! Pretty amazing.
The bank I'm referring to is Union Bank. According to their website, they operate retail locations in California, Oregon, and Washington, and they have commercial locations in Texas, New York, and Illinois. They've been around for quite some time (150 years), and I remember working with them as a client when I was with J.D. Power and Associates in the early 1990s. I don't have a relationship with this bank and never have, but I was really intrigued by their advertising in the last couple of months, particularly their new tagline and commercials that involve "Doing Right."
In the CX world, we talk a lot about doing the right thing at the right time with the right data, right tools, right culture, right people, etc. But I was curious about the "practical application," especially since Union Bank has adopted it as their tag line.
Best I can tell, they've created three commercials and a website to support this message. Here's the commercial with Maya Angelou.
Update: The commercials no longer exist on that website, but I've found one of them elsewhere:
How does she define "Doing Right?"
- Being honest and fair
- Say it, show it, and don't stop
- Building long-term relationships
- Continuing lending when customers need(ed) the money most (i.e., during the tough economic times of the last five years)
- Not getting involved in sub-prime lending
- Diversity: hired first female employee in 1890
- Rewarding entrepreneurial spirit
- Corporate social responsibility
- Freedom of choice: you get to design your checking account with the features you want it to have
- Choosing long-term relationships over short-term profits
- Partnering with small businesses
- Doubled lending to small businesses through the economic downturn rather than cutting lending or stopping it altogether
- Supporting the local community and encouraging employees to give through community service
- Flexible hours so "your hours are bankers' hours" (facilitated by multichannel banking solutions)
“I've learned that you can tell a lot about a person by the way (s)he handles these three things: a rainy day, lost luggage, and tangled Christmas tree lights.” -Maya Angelou