From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

CHAPTER 10

Keep It Simple

The United Kingdom’s Current Account Switch Service (CASS), featured in Chapter 9, was a success on many levels. Consumers loved CASS, and the industry competition it helped trigger led many banks to raise their game and deliver better experiences to those they served. That was, after all, the ultimate objective of CASS—to create better customer experiences for all banking consumers, whether or not they actually switched institutions.¹

For this reason, the volume of consumers using the service was never a primary measure of success, though it was a metric that was monitored. While nearly 7 million UK consumers used CASS through June 2020, the annual number of bank switches has actually declined slightly since the ...