ICICI Bank Customer Experience of Utter Frustration

Do you know how much effort it takes for the customers to deal with you ? This is my classic ICICI Bank Credit Card /Call Center experience during last 3 days. 

I wanted to report about fraudulent transactions on my credit card. There were 17 transactions in the time lag of 4 minutes. But it took 50 minutes for me to report it to the bank. 

There is neither emergency contact numbers not call center number on credit card bill so net connectivity is necessary to find their number from website. Even on website there is no separate emergency number. All matters are treated equally. 

There is no proper & complete instructions for emergency handling at cell center number punches. It took 50 minutes for me to reach them and report my issues which incl long queues and line disconnect in between the conversation.  

Call center agent handling emergency has no updated email ID where I have to send my written complaint. I was given an out dated email ID, which was corrected by other agent on the next day. 

Agent handling card loss issues which they classify as emergency and given priority does not know how to deal with emergency. He has asked me to come through normal route after punching so many keys even without knowing my issues. 

There is no system of acknowledgment for the written complaint sent. I was told it will happen in 24 hours. I am in 26th hour and still waiting. I am not sure whether they have received my written complaint which was to be sent within 48 hours. 

I have a feeling of pathetic ( fumbling at every possible instance ) , careless ( don't know which punches stand for what on call center punch menu ), negligent ( don't have updated email ID with emergency team  ) , thoughtless ( don't print customer care or emergency number on 4 page long bill ) & frustration  ( still awaiting for acknowledgement even after so much of communication and scaling up up to the level of MD ) about whole my ICICI bank experience.  

The point I am trying to make is, many a times it takes huge efforts of our customers to deal with our business.  Do you have any customer effort scorecard mechanism in place? Do you periodically ask your customers feedback about experience and efforts they have to put in while dealing with your business?  

It is extremely important especially in B2B scenario where per customer stakes are high. Don’t just focus on sales,  focus on customer experience your business creates , customer efforts it takes to deal with your business & customer emotions your efforts invokes before/during & after sales. 

Customer Xperience Today @ ICICI Bank

Today @  ICICI Bank.

I sent my daughter to get pay order which she required for her college admission. She was carrying duly signed cheque. Today was the only day for her admission and timing was limited. Amount was Rs.385/- only.

Now at bank I am classified as Preferred Customer. Therefore they have a special section and they attend to preferred clients with more attention and care. (They should that is what I expected)

They gave requisition slip to fill to her which required signature of account holder. Since I was not there my daughter called me and told me that pls come as yr signature is a MUST. I was bit upset so I talked to the concerned officer and requested that this is the first time I am hearing this that its a MUST on requisition slip. However since I can not come & I will come during the day & sign the slip , you pls process the request. I also confirmed & informed that she is my daughter & she requires pay order for her college admission. However she refused to process the request unless its signed by me. My daughter met the branch manager , she was busy and confirmed that its a MUST & we cant help it.

Leaving all my work aside I had to rush to the bank and complied with the requirement. 

Couldn't this have been handled in a better way in any other bank?? Relationship banking I enjoy with other banks , they even clear the cheque unsigned or with some correction on the promise that I will come and sign as required , later.

Look at the amount, purpose and my authorisation and promise to comply over phone, however nothing worked. 

This is not process centric banking but total customer apathy and we care less approach. Is it no employee empowerment or no sense of banking judgment??. & I am classified as Preferred Customer!!! (Oh ,my god, what must be the plight of no so preferred customer!!!))

The same bank on TV commercials wishes the customer who has come to open account on his birthday with a CAKE. Total disconnect between branding and customer experience in reality!!!! 

Branding sans Customer Experience !!! Ad agencies and Brand Consultants are not the BRAND builders its customer experience that builds brands !!!Still they spend millions on BRAND and nothing on CUSTOMER EXPERIENCE.  (Even basic,  forget wowing!!!)