Chapter 9. Innovation Drives Transformation
We create Elationships.
Elated relationships," or "elationships," are what market leaders like San Francisco Fire Credit Union, with an NPS of 75 percent, are trying to create for each customer. The company has not used traditional means to succeed; it spends nothing on direct marketing and grows at double the industry rate. The organization made a strategic decision not to invest in additional branch offices with ATMs. Instead, it took the overhead cost savings of over half a million dollars and used it to waive ATM fees worldwide, regardless of machine. Customers can conveniently withdraw from their accounts wherever they are, which would ...
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