The Hindu Business Line : Lingering moment

One bank lets phone banking customers know that, though all their executives are presently busy attending to other customers, `we value your business, so please wait'. Another begins with a countdown that lets customers know that their turn will come in a minute, 45 seconds, 30 seconds, 15 seconds, and then you're off.

In lieu of this, some hotels regale you with soft music. Now all this is fine. But it fails to treasure the moment. And moments are like empty airline seats. Either you use them, or they are gone forever.

Which is why, after you have identified yourself with your phone banking ID, some banks greet you with a cheerful `Congratulations, you have been sanctioned a loan of Rs 1 lakh. To get it, press 4.' Later, while you await your turn to get down to business, they shower you with constant patter about the chemistry they share with you.

Moving beyond mere fillers, the next step is to force customers to make their moment linger. Tata Sky, for example, which has its call centre in Hyderabad, begins its sales pitch, at your cost, even before you have identified yourself.

"Hi! This is Hrithik Roshan. I would love to watch the World Cup with you at my private theatre. Watch Tata Sky for details."

The circus lasts well beyond the average period that one has to wait before an operator is free to answer your query.

Not very surprising that this innovation comes from the Tatas. They were the one's who pressed the accelerator on aggressive driving with the `make your own road' ad for the Tata Safari.

More Stories on : Trends | Customer Relationship Management

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Child development programme

Sudoku

HyperCity creates private sports label for World Cup

Lingering moment