Chase Can’t Advertise Its Way To Customer Friendliness

J.P. Morgan Chase is planning to unveil a new campaign called “Chase What Matters” in an effort to reposition itself as being more customer friendly. Here’s a quote from a news release on the topic:

“We’re launching it across all lines of business at Chase, working in partnership with our retail side so all branches and all Chase-branded products will be under this campaign,” said Sangeeta Prasad, svp-branding and advertising for Chase

My take: First of all, lets look at some data that I’ve published about Chase:

Chase certainly has its work cut out to be viewed as customer friendly.

But is the firm’s problem really its advertising slogan? Will a high recall rate for “Chase What Matters” make customers think that Chase is customer-friendly? I doubt it. To change customer perception, Chase needs to follow the second principle of Experience-Based Differentiation:

  • Reinforce brands with every interaction, not just communications. Traditional brand messaging is losing its power to influence consumers — that’s why branding efforts need to expand beyond marketing communications to help define how customers should be treated. To master EBD, firms must articulate their brand attributes to both customers and employees, clearly describing how the firm wants to be viewed. That’s just the first step, because companies must go on to translate brand attributes into requirements for how they’ll interact with customers.

The bottom line: Don’t waste money on brand promises that you can’t keep.

Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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