A brand new Medical Doctor. Surely a coveted customer of all marketers looking for Customers that will have durable, likely above average value as they consider the Life Value of Customer – LVC – and how to enlist them as a Customer For Life – CFL.

Interesting then as I listened to this newly minted gold mine, having just graduated tell me about his Personal Loan, the one he used and grew to finance his education. Seems he was with a lending institution that pushes hard for relationship – they all do, don’t they? But this one pushes International status, around the globe….multicultural, multi country presence. They wouldn’t finance him ‘cause he was studying abroad…as they do business abroad nad psuh this had – he was confused. Move he did – to another. But now, now that’s he’s at the door, 30 days away from a growing his durable, above average income – no longer the life of a starving student – that’s it, Nirvana is here. But that’s it, present Bank says – “no more, not another dollar, ruble, or euro. Not even just for another 30 days funding as he sets up new ‘diggs’ from which to grow and prosper – become that perfect consumer.

He’s puzzled both banks advertise right at him. We want your business. We’re long term. It’s about relationship. And other melodic positioning lines. He’s confused. And he’s smart.

So I pose this question……do you think the guy running the bank, the whole show, has ever called his marketing guru in and said – “we know what our product is, money…what do you think we want to do with it?”

A reasonable answer from the Marketer would be “take it in from one, and loan it to another (safely)”

So then, should ask, the big boss…”have you ever sat down with our Chief Risk Officer and asked him if he’s prepared to allow us to do business with your customer?”

IE – “I know what we say we want to do, but are we prepared, and enabled, to do it?”

I’m willing to bet, Marketing and Risk have never met, at least not at these 2 banks.