Page 74 - A Banker Down the Rabbit Hole

enough to frighten our children". Oh dear! Was this what we had set out
for?

We introspected. The selected pictures printed full size, had been of
ferocious looking cats which the customer had visualized faster than us.
We did not insist on him to take the other one. The feedback was a
valuable shocker for us.

We conveyed the feedback to our Zonal Manager to have at least two
categories of calendars one for metropolitan and urban branches, and
other one for semi-urban and rural branches. The next year, the Zonal
Manager at their level under their own publicity budget got printed extra
single large sheet calendars with different pictures of colorful deities. The
next year when we distributed them among our clients, not only we could
cover double the previous year numbers, but everyone praised the
calendar and warmly accepted it, as ours was a semi-urban branch.

Insights from the episode
1. Customer's feedback is important to create value for them in such a
way that they perceive this value the same way.
2. Customers need to be segmented for different objectives.

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