Why Service is the most overlooked product in banking today - Part 1

I was on a wheelchair, and the nurses were taking me to the operation theatre. As I glanced at my wife, I could see her trying her best to stay strong for me. But I could also sense her fears, the silent worries about all the "what ifs." At that moment, a thought struck me: What if I don’t come back from this?

Had we made enough memories for her to cherish? Sure, there had been struggles and plenty of love, but not enough moments that we could hold onto. I decided then and there, if I got a second chance at life, I wouldn’t waste it. I would focus on creating memories that matter.

Well, here I am in 2025, alive to tell the tale. And with my second chance, I started planning ways to make those memories. As a traveler, I soon realized I needed the right tools to make this dream happen — and that included finding the perfect travel credit card.

The Search for the Perfect Travel Card

I’ve always had a good relationship with ICICI Bank. Most of my accounts and financial dealings are with them, and their customer service had always been reliable. Naturally, they were my first choice.

I started with their iMobile app. It was easy to navigate, and I quickly found the available options to upgrade my existing credit card. However, none of the upgrades suited my needs. I wanted a dedicated travel card with specific benefits like access to international airport lounges and travel perks.

Next, I did a quick Google search for ICICI Bank’s travel credit cards. While I found a few options, the information was unclear. Was I eligible? What were the exact benefits? It was confusing, and I felt like I was hitting a wall.

Still loyal to the brand, I decided to visit a branch for better clarity.

The Branch Experience

At the branch, I was greeted warmly. When I mentioned I was looking for a credit card, the staff was all smiles. A gentleman took my details and began explaining various options. But very quickly, I realized something was off.

I had come with a clear need: a travel credit card. Yet, the staff member wasn’t listening to me. He followed a scripted approach, offering cards for shopping, fuel, and other purposes. I had to interrupt him multiple times to explain my requirements.

Finally, he mentioned a card that seemed to fit my needs. We went through the features, and it seemed perfect. Relieved, I was ready to proceed. But then came the twist. After 15 minutes of discussion, he asked me for my monthly income again. When I told him, he hesitated and said, “Sir, your income doesn’t meet the eligibility criteria for this card. I’m sorry, but you can’t apply for it. How about settling for one of the earlier options?”

This completely threw me off. The staff member hadn’t checked my eligibility before explaining the details of the card. I had invested time and effort, believing I was on the right track, only to be told I didn’t qualify. What’s worse, he suggested settling for a card that didn’t meet my needs.

But that wasn’t all. Throughout the interaction, it was clear that the staff member lacked expertise in the credit cards he was promoting. For instance, when I asked about specific benefits like international lounge access, he had to read off his screen to find answers. It felt like I was leading the conversation, trying to match their products to my needs, rather than the other way around.

There was another moment that stood out to me. While he was discussing one of the cards, I asked about travel insurance coverage, a feature that mattered to me. He seemed unsure and took a long pause before saying he would "check later." It was evident he wasn’t well-versed in the products he was promoting.

The final blow was the lack of personalization. Nobody asked me why I needed a travel card or took the time to understand my goals. They didn’t ask, “Why are you here today?” or, “What kind of travel do you plan to do?” These simple questions could have changed the entire experience. Instead, it felt like I was just another box to check off on their to-do list.

Despite my frustration, I stayed to share my observations with the staff member. I explained how understanding the customer’s needs is crucial to creating a positive experience. I wasn’t just upset about not qualifying for the card — I was disappointed with how the process was handled.

Observations on Customer Service as a Product

This experience left me reflecting on what went wrong. Here are a few lessons I took away:

1. Understand the Customer

Whether you’re offering a credit card or selling a perfume, the first step is understanding your customer’s needs. Nobody at the branch asked me why I needed a credit card or what I was looking for. If they had started by asking, “Why are you here today?” and listened to my story, the process could have been much smoother.

Even if they didn’t have a suitable product for me, showing empathy and understanding would have strengthened my trust in them. I would have walked away feeling valued, even without a solution.

2. Service is a Product Too

Many associate customer service with handling complaints or answering queries. But in reality, service itself is a product. It’s an experience you offer, and like any product, it needs to be designed thoughtfully. If the staff had been trained to focus on understanding the customer first, they could have avoided such a disappointing interaction.

3. Eligibility Should Come First

Before explaining the benefits of a product, it’s crucial to check if the customer meets the basic requirements. This simple step would have saved both their time and mine.

The Outcome

This experience taught me the importance of observing customer service as a product. Every interaction, whether in retail, banking, or any other industry, is an opportunity to leave a lasting impression. By listening, empathizing, and streamlining processes, businesses can turn even challenging moments into positive experiences.

For me, the journey to find the perfect travel card continued. But this experience has also reminded me why it’s essential to create memories and cherish the second chances we get in life.

In the end, whether it’s about a credit card or a life-changing decision, the key lies in understanding what truly matters — and delivering with care.

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