Customer Experience: How BNP Paribas Fortis missed a Moment of Truth

Paying off your mortgage is hard work. I'm sure you also think every month how much it takes of your monthly budget. Over 29 years we've been paying off neatly every month, never missed a payment. When we signed the mortgage papers at the beginning of our housing journey in 1989, we could not imagine that moment of the final payment. Just that moment has just passed with us last December 2018: we made our final payment!

But no news from BNP Paribas Fortis, no thank-you note, no congrats for not missing one payment, nothing. No telephone call from my bank manager. Radio silence.

BNP Paribas Fortis should know. Banks have a lot of information about us, on our lifestyle, on our family situation and on our life stage. This is what I call a missed 'Moment of Truth'. Their customer journey is only focused at the customer acquisition stage. Customer experience is the impact across all moments of contact between a company and its customers that shapes relationships. It is about your company’s physical performance and emotions evoked, intuitively measured against customer expectations across all touch points. Now in this case the emotional impact for me as a customer was larger than life.

Do BNP Paribas Fortis really understand their customer? Can they design a customer experience that truely takes the emotional side into account? I guess not. Do they have the data? Do they have the information systems? I guess they do.

I am waiting for a sign of life from my bank!