The Business Brickyard

There is a giant sign above the doors at my local JP Morgan Chase bank that reads:

"Thank You For Coming.
Service Excellence Is Our Goal"

Thanks and noted. What I want to know is .. SO WHAT?

Am I comforted by this fact? Do I really care what their "goal" is?

This is one of the largest financial institutions in the world that would probably love to sell me a laundry list of add-on products and services. The marketing department decided they would put up the most prominent sign in the place to tell me about a vague hope they have for themselves.

How much better would I feel if their #1 goal was MY financial excellence?

Save your money on signage and tell me something that is important to me and then go out of your way to prove it to me.

Make me feel like a truly special customer every time I interact with you, even though you are a global giant, and you simply can't lose.