How hard can it be to buy a gift card?

Great post here by Drew McLellan, of The Marketing Minute, on trying to purchase a gift card at a bank.  Forms and lack of focus on customer experience made this much harder than it ought to be, and clearly lost the bank a customer for gift cards.

How many other customers are lost, without the company ever knowing, when a company cannot simplify a difficult process or an associate care and be trained enough to circumvent the process to better serve the customer?  Little short-term value in such an action, but it reflects core values and always pays off over the longer term.

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Tagged as: Banking Services, Business, Customer experience, Drew McLellan